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Fard Johnmar

Member since July 2006 Contact Fard

Fard is founder and president of Enspektos, LLC, a digital health innovation consultancy. Our mission is to help our clients and the health industry leverage digital technologies to spark behavior change among consumers, caregivers, providers and others. We conduct a range of Open Research into emerging digital health trends and the impact of online/social content on health behavior via our ongoing tracking study, digihealth pulse.

Articles by Fard All articles by Fard

  • 5 Traits Marketers Must Have To Succeed In The Digital Innovation Economy  in Marketing: Health on 10/17/2014

    Are you afraid digital technologies will make you obsolete? That your hard-earned skills haven't prepared you for the fast-moving digital future?

  • Are You Afraid Technology Will Make You Obsolete? You're Not Alone in Marketing: Health on 09/19/2014

    A little over a year-and-a-half ago, I wrote a column for Marketing:Health focusing on the emergence of technology-aided content personalization. It was one of my most popular essays. People either strongly agreed or disagreed with the notion that technologies that allow for the automatic delivery of personalized health information to consumers could pose a threat to marketers.

  • New Research Illustrates Why Going Digital Is An Urgent Matter Of Dollars And Cents  in Marketing: Health on 08/15/2014

    Last month, McKinsey released an interesting study focusing on how patients around the world perceive digital technologies. McKinsey's verdict: consumers want to use digital health tools, but hold back because "existing services don't meet their needs or . . . are of poor quality."

  • Why Improving Data Literacy Is Essential in Marketing: Health on 07/22/2014

    I've long believed that communication is central to health and wellness.

  • Patient Wisdom: A Rich, But Unfortunately Underutilized Resource  in Marketing: Health on 06/20/2014

    Last month, I had a very interesting conversation with well-regarded cancer survivor, patient activist and CEO of the non-profit Stupid Cancer, Matthew Zachary. This conversation took place just after a presentation Matthew delivered for an all-Web digital health summit I produced. Anyone who knows Matthew recognizes that he is direct, uncompromising and passionate about his mission: helping young adult cancer patients, survivors and their families find support, encouragement and resources.

  • The World's Most Powerful Technology is Not The One You Think in Marketing: Health on 05/16/2014

    It seems as though most everyone is health tech happy these days. Some (of the brave) go gaga over Google Glass. Others wax poetic about the potential of wearables to improve health - hopefully fashionably. And, there's no shortage of people fascinated by the potential of big data to revolutionize medical care by streamlining how doctors make decisions and even helping to predict - and prevent - illness.

  • It's Time to Move from Engagement to Embedment in Digital in Marketing: Health on 04/18/2014

    In health technology and marketing circles, engagement has been the name of the game. But people really don't want to engage - at least not in the ways we'd like them to. We can make it much easier for people to interact with what we build - on their terms - by focusing less on engagement and more on an "embedment" strategy.

  • Can We Celebrate Rather Than Doubt People Who Choose To Be Sick In Public?  in Marketing: Health on 03/21/2014

    As marketers, we often talk about the power of social media and online channels to boost brands, improve patient knowledge and more. Yet, while millions of people globally are sharing their stories and supporting each other online, there is still a lingering cultural bias against being sick in public. Marketers in health need to understand and be sensitive to the complexities associated with how patients are using social channels to share stories about illness. This essay is designed to provide readers with perspective (and original research) related to this issue.

  • Want To Unleash Digital Innovation In Pharma? Think Rewards  in Marketing: Health on 02/21/2014

    Last month, the U.S. Food and Drug Administration provided a measure of relief for anxious agencies and pharmaceutical executives awaiting direction from the agency on how it would regulate drug firms' social media marketing and communications activities.

  • The Emerging Data Gold Rush in Marketing: Health on 01/17/2014

    In 1848, a small deposit of gold was discovered in California's American River. While some wanted to keep news of California's gold a secret, it was impossible to prevent rumors from spreading about its newfound wealth. Local merchant Samuel Brannan is credited with igniting the California Gold Rush when he strode through San Francisco holding a vial of gold and shouting: "Gold! Gold! From the American River!"

Comments by Fard All comments by Fard

  • What Is RRM? by Daniella Koren (Marketing: Health on 07/26/2013)

    Daniella: I think the idea of RRM is absolutely on target. Coincidentally, your concept fits very nicely into a health content delivery model we've developed called "just-in-time" health information systems. This involves utilizing a range of passively and actively collected data from consumers to filter and deliver the right information at the right time. I wrote about this concept on Media Post a few weeks ago. We're producing a report and Webinar on this subject (both are scheduled for next week). If you'd like more info, please let me know. Fard

  • Why You Should Care About The Health-Aware, Connected And Cost-Conscious EPatient Of 2015 by Fard Johnmar (Marketing: Health on 04/19/2013)

    Dave: Thanks for stopping by and leaving a message re: how things are going with the Society for Participatory Medicine! I'll ping you as we move closer to publishing the book. Best, Fard

  • The Emerging Digital Technology Trend That Could Cost You Your Job by Fard Johnmar (Marketing: Health on 03/15/2013)

    Angela: There are two areas of potential liability: data breaches and HIPAA. These are not new issues, but would become even more salient within a highly-networked content development and dissemination process, especially around the analysis/transmission of clinical and outcomes data. These issues are currently being addressed -- especially in the realm of clinician to clinician, patient to clinician data exchange. In addition payers and companies like Express Scripts are addressing these issues, as they pertain to the analysis of Big Data sets to determine when and how people with a range of conditions should receive communications in order to prevent sickness and reduce costs.

  • The Emerging Digital Technology Trend That Could Cost You Your Job by Fard Johnmar (Marketing: Health on 03/15/2013)

    Jen: Thanks for your comment. The larger trends I'm focused on are those related to the filter bubble and the relevance gap. In my experience with others developing content for hospitals, payers, etc. the key questions they ask are: -How can I reach more of the people we care about? -How do we engage them to keep them paying attention to us? -How can we use content to drive one or more actions or behaviors? The key to reach and engagement is relevance. the key to driving attitude and behavior change is relevance. The larger trend toward personalized health information I'm describing here is related to the fact that while human interest content is certainly interesting and drives visits and clicks, it's becoming harder to reach people with this type of content because they are filtering a lot of what they consume and focusing increasingly on what's most relevant to them. Human interest stories can be embedded into a personal context to make it more relevant to users. When content development and distribution is more automated and personalized in the future, people may not even visit Websites, they will have content delivered directly to them based on their interests and preferences. Those who can anticipate this new environment will thrive, those who do not won't.

  • Social Networks And Older Boomers by Matt Thornhill (Engage:Boomers on 10/26/2009)

    Matt: This is an interesting analysis. While I agree that uptake of social networks by Boomers is still lagging, there's still reason to be optimistic -- especially in the health arena. See my post here: http://blog.pathoftheblueeye.com/2009/10/28/think-boomers-aren%E2%80%99t-using-social-media-think-again-especially-in-health/

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