Raise your hand if this has ever happened to you. I was deep into another series of meetings I've been holding with leadership teams from health organizations across the country. I had just finished describing how we can help them measure and predict the impact of Web and social media content on perceptions and behaviors. After a brief pause, an executive on the other end of the line asked: "So what?"» 1 Comments
My agency was recently invited to participate in a pitch about which I was especially excited. The pitch was for a pharmaceutical product I've been taking for years - one that is critical to my health. Not only was I able to participate as an account planner helping to create the strategy and inspire our creative teams, but I could also draw on my personal experience and insight. After all, I'm an individual deeply passionate about an essential medication with which I've had more than 10 years of experience.» 4 Comments
A major component of the fast-approaching Affordable Care Act is the creation of Healthcare Exchanges. We've all heard of these by now. Essentially, they are new marketplaces where American consumers can learn, compare and shop for plans to ensure they select the best, most affordable plans for their needs. This marks a big change for healthcare insurers. Traditionally B-to-B marketers, they find themselves in the world of B-to-C marketing. Today's marketplace is full of consumers that are connected, on the go, and expect transparency and service. They crave information and connections-practically in real-time. It's consumer marketing in the age of ...» 0 Comments
The caregiver has become a primary target audience for healthcare marketers, especially in the oncology and rare disease spaces. Often clients ask whether the content we provide to patients is sufficient for caregivers, too. Our answer is - not always. As we study attitudinal variations in patients, we must also determine caregiver types and how to support them during this challenging journey.» 0 Comments
The power of social media was realized in full force during the recent Boston Marathon bombings. Emergency responders, the media and those on the streets of Boston, Watertown, and Cambridge demonstrated how social networking with a collaborative and concerted focus can be used with great success.» 0 Comments
We often hear, "Seeing is believing," underscoring a basic truth: that belief is something that must be earned. But belief doesn't happen overnight. Whether we're talking about belief in a person, a religion, an institution, or a brand, belief takes time to accrue. Belief must be built. And once it's established, belief is a force that drives behavior at the deepest level.» 6 Comments
Back in mid-2007, in the midst of conducting in-depth research and analysis of the evolving digital health landscape, Susannah Fox of the Pew Internet and American Life Project recommended I read a publication co-developed by the late Tom Ferguson, MD, titled ePatients: How They Can Help Us Heal Healthcare. This prophetic white paper introduced many of the digital trends we take for granted today, including the use of the Web and digital tools for health research, the rise of patient-powered social networks and more.» 4 Comments
Many years ago I showed some draft copy to my creative director. I was very pleased with it and thought that it was great advertising copy. After he agreed that it was great advertising copy, he asked me to take out "all of the marketing." It made the copy a thousand times better and gave me an important lesson that has stayed with me: write like a real person. Be persuasive, but speak in the language of the customer - because if you talk like a door-to-door salesman, you'll be about as welcome.» 1 Comments
It's a sad reality that, on a global basis, medical resources aren't allocated in any kind of organized or equitable fashion. Treatments and tools that are commonplace in many societies are virtually non-existent in others.» 0 Comments
The healthcare industry is dramatically changing. It's happening because of technology, politics, economics, and empowered consumers. Today's consumers are connected, juggling multiple devices, on the go, and want their voices heard. They crave information and connections-practically in real-time. This is every organization's new business reality.» 1 Comments
