When it comes to making changes to health and wellness behaviors, sometimes people need a little push. Changing your consumers' habits is not an easy thing to do; oftentimes, it requires some coaching. The tricky part is giving just the right amount of support in the right way to truly engage your consumer and make them advocates of your brand for a lifetime.
Finding out that someone you love has been diagnosed with an illness is news that no one wants to receive. It is a moment that is followed by a rush of emotions and concerns and yet, once the initial shock of the news retreats, those emotions almost certainly turn into some sort of desire to help.
Insatiable curiosity. That's part of the human condition. It's what fuels amazing innovations every single day around the entire globe and, in the end, ideas that come from surprising places through surprising happenstances.
Innovation is a popular word. But scratch the surface and you'll realize that there are widely varying expectations of what we mean by it. And questions like: Is there a process to drive innovation or is it serendipitous? Does it have to be disruptive or can it be incremental? Does it need a separate group like R&D or can it be ingrained? And perhaps most importantly, what is meaningful innovation?
The patient as the consumer. You've heard this one before. Additionally, you've probably read about how you, as a healthcare marketer, need to view patients through that lens from now on. But how do you actually turn that insight into action? Before answering that question, we should be asking ourselves how accurate the "consumer" label is.
As we mark the 20th anniversary of DTC, while so much has changed in contemporary marketing strategy, the nuances of human reality are more important than ever to consider. Some of the most effective healthcare marketing cases are based on a simple insight where a small shift in perspective made a huge difference in impact. They have what a valued client once called "the rock in the snowball" - a simple, powerful idea that made you look at the brand in a fresh way.
Why effective education is a crucial component of care, and how healthcare marketers can help.
Historically, there has been a noticeable divide in the kind of work we do for healthcare professionals (HCPs). It's either highly creative with compelling concepts that are translated into arresting visuals that inspire emotion. Or it's largely scientific with text-heavy content and data-focused visuals that lack much, if any inspiration. Can there really be a happy marriage between medical science communications and creative?
In the U.S., the practice of marketing medicine directly to consumers (DTC) is turning 20 in just a few months. Its presence and impact have been a lively topic among physicians, advertisers and patients. DTC ads have been skewered on Saturday Night Live, maligned as increasing cost and motivating unnecessary treatment, credited with helping people become aware and get necessary treatment, and ... the AMA would like to see them gone forever.
Feeling alone can be almost as debilitating as the condition itself.