Over the last couple of years, responsive design has become the new trend to ensure customers can see our message any time from any device. As we know, healthcare professionals are uber users of hand-held devices, and so responsive design has become essential. The term also refers to the way digital design, leveraging the "agile" method, favoring smaller, cyclical bursts of development and rapid testing, is developed.
When we look at those who ride the wave of major market booms - whether it was the dot com of the late '90s or housing or stocks in the early 2000s - the one thing they have in common is they were not on the sidelines waiting to see what happens. They were on the pitch - being proactive, knowing a shift was coming and charging to get to it first.
Taking treatment personally.
Social media marketing has quickly become a valuable tool in every marketer's arsenal because in addition to being relatively inexpensive, it has the potential to reach very targeted (and engaged) audiences. People are flocking to online communities to share experiences and opinions about everything from television shows and movies to restaurants, retail outlets, social issues, health, national tragedies and more. As these online communities become more ubiquitous, there has clearly been a great deal of change in where people turn for advice.
For nearly a decade, I have had the privilege of experiencing, researching and contributing to the digital revolution in health. When I started focusing on this space, few were paying much attention. Today, most people in health recognize that digital is important.
It's no secret that, while most American adults have an appreciation and fascination for healthcare and the practice of medicine, it is often accompanied with an equal - if not greater - level of skepticism.
In the classic Frank Capra movie "It's a Wonderful Life," the hero hits a low point where he ponders whether the world would have been better off if he had never been born. Spool forward 67 years, and it feels as though our industry is having a similar crisis of confidence about brands. Do they still matter? Are they relevant in today's world? Articles and opinions abound telling us that brands have less and less of a role because people want content that is (or at least feels) independent of commercial interest.
The healthcare interaction model was traditionally defined by the patient-doctor relationship, with the physician "brand" the source of decision-making, care planning, and patient loyalty. Since then, there have been drastic changes in market dynamics--improvements in outcomes and quality, choices of providers, availability/transparency of information, and the integration of physicians into healthcare systems. While the patient-doctor relationship is still important, patients look beyond their primary care physicians, elevating the role of the healthcare system. To that end, healthcare systems should consider their brands as a vehicle to build relationships with consumers, a compass to help patients' navigate decisions, and a beacon ...
These days, doing good is good business. Many of today's largest and most successful businesses and brands are recognized more for the good they do and the causes they support than the actual products they make and sell.