Writing in the "New York Times" at the end of 2011, entrepreneur and former director of the M.I.T. Media Lab Frank Moss laid out a vision of what he called consumer health. It's a vision to link together a slew of technologies that are already developed and maturing.
As a healthcare marketing professional, you must understand how medications are used to treat patients in order to develop innovative and effective communication strategies. But how much do you know about how these products are brought to market? No doubt you've heard of clinical trials, but our guess is, like most, your knowledge beyond that is limited. Understanding the clinical development process will give you a deeper understanding of the products and services you are promoting, which, in turn, will make you a more successful marketer.
If the end of the year is the time to make resolutions, then the New Year is the time to implement them, especially when it comes to our health. The New Year symbolizes a fresh start, and we're all more motivated than usual-at least in our minds. The typical resolution cycle shows a steep incline in health-related goals during the first quarter of the year, followed by a rapid decline soon thereafter.
Weighing your marketing options when targeting the obese.
We all know great multi-taskers -- you know, those people who can seem to do multiple things at once and do them pretty well. We marvel at how much they can get done in a short period of time and how effective they are to boot. Sometimes we ding people because they can't multi-task, and call folks out for being too linear and too "one thing at a time."
While many businesses have raced to build their presence in the online social sphere, pharmaceutical companies have been typically shielded away from these channels over concerns with liability for monitoring adverse events and entering unknown territory. It's understandable, as, not surprisingly, pharmaceutical is under greater scrutiny than many other industries. But as social media reached a tipping point in 2011, with mainstream acceptance among marketers, we also saw many more leading pharmaceutical firms making broader forays into social media.
It's clear to most healthcare marketers today that the territory is changing, but no one's putting up street signs. And with so many ways to reach customers, knowing who to reach and what combinations of channels and messages will be the most effective in reaching them is a constant struggle. Today, customers are more informed, more empowered - which is great - but that also means they are more discerning and elusive than ever. For healthcare marketers, this means that we must work much harder to reach and satisfy our customers.
From medical providers to insurers and from politicians to the public, health care will continue to be on everyone's mind in 2012 and beyond. And there is no doubt that technology will play a large role in shaping our nation's future health care system, providing consumers and industry players a more effective and efficient way to operate. With the rise of digital, social and seemingly ubiquitous mobile access, consumers have tremendous access to information, and these technological advances also offer marketers new and powerful ways to connect, communicate and engage with their existing audiences and potential customers. Below are a ...