Elizabeth Elfenbein

Articles by Elizabeth All articles by Elizabeth

• Pay Mental Wellness Forward During Mental Health Awareness Week in Marketing: Health on 10/03/2017
  

  Raising children is hard enough, and today's socially fueled world has added a whole new kind of complexity, one that is riddled with mental health issues. One could say that mental health has always been a challenge in society; however, if you do the research, the impact of a decade of social media on mental health is mind-blowing.

• Connected Caring in Marketing: Health on 05/05/2017
  

  A little over a year ago, we were challenged to present an idea on how to launch a health-tech device in an already cluttered and rapidly growing marketplace. This opportunity forced us to get under the hood and think differently about one of the most complex problems in health care today: compliance and adherence to medication.

• Healthbots: Conversations That Drive Health in Marketing: Health on 03/03/2017
  

  Imagine a world where you have a voice interface with an AI-powered healthcare provider with perfect recall of your medical history and a better bedside manner than your own doctor. You can't, can you? The beauty of healthbots is multifold. First off, you get an on-demand response to your need for health information. Secondly, you can control the way the content is disseminated-in part by humanizing it to make it friendly. And thirdly, it's always a two-way conversation that builds a relationship, with the continual dialogue feeding the ability to be personalized as the bot gets to know you, its audience.

• A Cause For Community in Marketing: Health on 02/03/2017
  

  We live in a patient-empowered world. People understand their healthcare challenges like never before. They become mini-experts during their journey to getting diagnosed. Yet, once a patient arrives at their diagnosis, they reach an inflection point and are suddenly alone with their experience. That's where communities come in.

• 2017: The Year Of Patient-centric Creativity in Marketing: Health on 01/06/2017
  

  The healthcare sector has always lagged behind other sectors, especially when it comes to consumer centricity-mainly because of the tendency for healthcare marketers to want to educate around the features and benefits of their products instead of trying to connect with their end-customer, the patient.

• When A Doctor Becomes A Patient in Marketing: Health on 12/02/2016
  

  My father is a doctor, and now he's also a patient.

• A Healthy Dose Of Emoticons in Marketing: Health on 11/04/2016
  

  Emoticons are everywhere. They are part of our everyday lexicon and have even become a means of self-expression. The term "emoticon" is derived from the combined words "emotion" and "icon," and they are a graphic way to express feelings such as happiness, anger, or surprise. Emoticons are a quick way to express our moods. Instead of providing an entire line of text to tell someone you're unhappy, a simple graphic of an expressive face can tell the recipient exactly how you feel.

• Making Health Tech More Human in Marketing: Health on 09/02/2016
  

  Intelligence is generally considered an exclusively human attribute, but we're fast approaching an age where machines will be considered intelligent as well. If this is indeed the case, it's only natural that machines will also develop a genuine personality. Many of them, such as Siri from Apple and Amazon's Alexa and Echo, already have names and voices.

• Creativity And Healthcare In The Connected World in Marketing: Health on 05/06/2016
  

  We live in a connected world, which means our healthcare is now connected, too.

• Technology That Walks In The Shoes Of The Patient in Marketing: Health on 03/25/2016
  

  For over a decade, we've been advising our clients and colleagues to "take a walk in the shoes of your customer" - to understand and empathize with the plight of patients and caregivers, so you can "get into their skin" and know how best to communicate with them.

Comments by Elizabeth All comments by Elizabeth

• Healthy Observations by Prodeep Bose and Elizabeth Elfenbein (Marketing: Health on 02/18/2011)
  

  Good question Ed. Maybe the way to think about mentoring on a universal level is, to create educational communications that are more relevant, digestible and to my above point, bite-size. I agree with your comment that people need hand-holding, the problem is people are so busy and "how" and "when" can we insert yet another thing into their daily lives. Mentoring might come in the form of portable tools that all consumers at various ages can leverage to help them live healthier.

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