Digital "touch points" have quickly become an inherent part of how consumers engage with brands. In the last 10 years alone, industries such as retail and entertainment have rapidly evolved the online experience by not only showing consumers what they want or need, but highlighting "recommendations" based on previous searches and even friends' behavior - be it a book in the same genre or a scarf someone in your network looked at purchasing. The idea of leveraging data to better meet customer needs has paid off in a big way in many industries. So what does this movement mean for ...
Earlier this month at PubCon, Google's Matt Cutts put websites that use intrusive ads on notice. "If you have ads obscuring your content, you might want to think about it. Do [users] see content, or something else that's distracting or annoying?"
Despite all the buzz and fanfare for digital advertising and social media, television still dominates the media strategies of big pharma. The massive reach of TV and persuasiveness of sight, sound and motion are part and parcel of the successful marketing of prescription medications like Nexium, Lipitor and Viagra. So, is it realistic for midsize and smaller over-the-counter (OTC) pharma brands to engage TV as a lever without the luxury of big budgets? First, let's set the record straight about the tube.
Gone are the days when you'd show up for an appointment and wait maybe 15 minutes before seeing your doctor. Today, specialists are in such high demand and practices face such enormous profitability challenges that long waits are routine. It's bad enough that you're sick and need to see a doctor. But to be stuck in the waiting room seems terribly unfair. What this means from a health and wellness perspective is that there's increasing opportunity to help educate patients and their caregivers about their disease before they even begin the dialogue with their physician.
Hospitals are on the farthest end of the spectrum from the "happiest place on earth," but some healthcare organizations are finding out they don't have to be. One of the most unlikely suspects is now a consultant to healthcare-Disney.
We've all seen the data. Moms, and new moms in particular, are the most digital-savvy audience. Moms are significantly more likely to have smartphones, blogs and Twitter feeds. Our media director calls this trend "baby down, power on." In fact, 90% of moms are online.
When people don't feel well, they're likely to tell someone about it - a family member, a coworker, a friend or, if the symptoms are severe enough, a medical expert. Many will actively seek out more information about their condition and, of course, what is the most effective remedy for their pain. In the online social sphere, consumers are doing all of the above, with 34% using social media to search for health information. Healthcare marketers could learn quite a lot if they'd take time to listen.
Over the course of work days, weeks, months and years, it's easy for health care marketers to lose direct contact with their primary audience: patients. There are, of course, people in your organization whose job it is to stay in constant contact with these people. Maintaining a system to stay connected with these colleagues can provide a win-win for marketing departments looking for great content and for patients who are trying to navigate their own healthcare needs.
Talking of technologies and innovation in healthcare leads us to wonder how these technologies are introduced in to the healthcare environment, and the role of the healthcare professionals in the adoption process.