Show me a brilliantly creative healthcare ad and I'll show you a simple ad. Simplicity is the secret sauce to much of the advertising that creatives love, but more importantly, it's the secret to what usually works for patients, health care professionals and our clients.
Asking "What's Powerful Now?" delivers value dynamically in the moment by harnessing the rapid pace of behavioral change in today's health journeys.
The great physicist Richard Feynman famously said, "If you think you understand quantum mechanics, then you don't understand quantum mechanics." The same might be said of today's inter-relationships in healthcare. It was complex enough when there were merely companies, agencies, HCPs, hospitals, and a limited number of media platforms.
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.
How healthcare marketers can improve at-home adherence and outcomes.
Customers are demanding we satisfy their information needs as they manage and curate their own content. We have dubbed the shift to delivering messages to physicians and patients within an appropriate context, the Audience Economy.
CES 2017 delivered on promises for excitement in categories like automotive, home electronics, and virtual reality but, looking out over the showroom floor, there was one category that was underrepresented by the big electronic trends.
As healthcare information has achieved ubiquity in our lives, so, too, have reports about clinical trials of new, potentially lifesaving drugs.
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.
Despite the proliferation of health and wellness information online and in real life, according to the National Center for Education Statistics, only 12% of the U.S. adult population is "health literate." Many people do not possess the necessary information to be proactive about managing their own health, an issue that can be offset by providing content that empowers decision-making and motivates positive action.