• MARKETING: HEALTH
    Patient Portals And Missed Opportunities
    As value-based care becomes common practice, healthcare organizations are working to increase patient engagement-but are current engagement strategies getting the job done when it comes to improving outcomes long term?
  • MARKETING: HEALTH
    The Secret To Adherence: Stick To It!
    Adherence is one of the hottest topics in our industry today, largely because we're becoming more aware of the fact that it's one of the biggest stumbling blocks facing us. We know, for instance, that about a third of first-time prescriptions don't get filled, and about 50% of patients don't take medications exactly as prescribed.
  • MARKETING: HEALTH
    How Shiny Object Syndrome Kills Health Innovation And What To Do About It
    Has this happened to you? You're cruising along, having a fantastic day when you receive an email. It's from your boss, client or a leader in the organization. At the top of the email she's written: "Why aren't we doing this?" In the body of the email you see a link to an article about a competitor, client or peer that is using the latest digital innovation.
  • MARKETING: HEALTH
    How To Be Brave
    Fear. It's kryptonite to creativity. It sucks the life out of the new and interesting. Given the demand for new thinking and innovation, you'd think we'd have figured out how to shake it. Maybe we could, but our fear of the unfamiliar kicks in and stop us. It's a disheartening contradiction.
  • MARKETING: HEALTH
    Why Every Business Is A Healthcare Business
    If we attack this problem as we would an external marketing opportunity, the path is clear: understand the audience, map the journey, identify the insights and the decision dynamics, and build plans that deliver the right information to the right audience in the right way. Then test, learn, measure and optimize. It's not magic, it's marketing. And what better way to harness a marketing department to leverage its expertise than to apply it to real needs within its own organizations?
  • MARKETING: HEALTH
    Rethinking Mobile Marketing: Evolving From The Device To The Experience
    "Marketing" is a terrible word for the business of making connections. And in this age of cyber attacks, "mobile marketing" conjures up horrors of the ever more stealthy, privacy-invading, personal security invasions of the cyber netherworld. Further, any emphasis on activating the great power of individual "targeting" (another word that is better left to the realm of cyber warfare) only enhances this unsettling fear.
  • MARKETING: HEALTH
    Brand Planning 2.0 - Why Healthcare Tactical Planning Needs To Be Revamped For The Age Of The Customer
    'Tis the season of brand planning at life sciences companies. Some brands are just starting, others are further along in their life cycle, but the process is largely the same: Review current situation. Make strategic decisions. Receive approval. Brief the agencies. Review their tactical ideas. Prioritize, select. Budget.
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