Getting Above The Noise In 'Month Of' Marketing Promotions
We've become a culture in which our calendars are dotted with months commemorating everything from alcohol awareness (April) to ultraviolet awareness (May). In those two months alone, you can find as many as 50 public information themes related to health.» 0 Comments
What Marketers Can Learn From The 401k
The Affordable Care Act has changed the game for healthcare organizations and, in the process, created a new dynamic for marketing professionals and administrators. This is not dissimilar from what the financial services industry experienced 35 years ago with the introduction of the 401k. Both events are seen as democratizing their respective industries and giving individual consumers greater control over very personal decisions impacting their life and livelihood long into the future.» 0 Comments
The Human Body Is The Next Big Thing In Data
For those who attended the 2014 Consumer Electronics Show in Las Vegas this year, it was apparent digital health took center stage. While this might otherwise be a footnote for marketers, it could reveal one of the biggest opportunities to capture new data. The real movement afoot is called "quantified self," the ability to measure our lives through sensors and turn what has historically been unusable exhaust into a structured set of data that is actionable for consumers and marketers alike.» 1 Comments
Could 2014 Be The Year Of Social Pharma?
Could social marketing-a subject that pharma loves to talk about but hasn't been able to do much about-come to pass in 2014? Perhaps the new draft guidance from the FDA this past January paves the way for just that. At first glance, it's a fairly good clarification of how and where pharma can engage in a legally viable manner with interactive media and, in particular, real-time communications...a/k/a social marketing.» 1 Comments
Want To Unleash Digital Innovation In Pharma? Think Rewards
Last month, the U.S. Food and Drug Administration provided a measure of relief for anxious agencies and pharmaceutical executives awaiting direction from the agency on how it would regulate drug firms' social media marketing and communications activities.» 2 Comments
Pharma Marketers Should Invest In The Corporate Brand
The forecasting model for the pharmaceutical industry is now useless, thanks to several changes over the last decade or so. Drug launches will remain, but the big, Viagra-style blockbusters and their predictable surges in demand are long gone.» 0 Comments
Right Data Not Big Data
Healthcare is transforming rapidly. While the fundamental premise hasn't changed over time - better health outcomes with a reduced financial burden - the breadth, relevance and availability of health and wellness data has made the goal much more achievable, at least theoretically. So there is good reason for major healthcare stakeholders to become enamored with the promise of Big Data.» 2 Comments
Creating Better Physician Communication Within The Hospital
In the wake of the Affordable Care Act, many hospitals have channeled the majority of their marketing efforts on consumers. Building brand presence with consumers is an important aspect of ensuring a patient chooses your hospital versus another with similar services and treatment options. However, don't rule out the physicians' role in driving consumers to your hospital. Physician referrals greatly influence a patient's decision to choose one hospital over another. Physician outreach should be a key part of a hospital's communication strategy.» 0 Comments
Why Healthcare Communications Need Multidisciplinary Care
In a world where a multidisciplinary care approach has become the system norm in holistically managing patient health, it may be time as a healthcare marketer to get a check-up on your own communications plan.» 1 Comments
Wearable Health
Not too long ago I was invited into "All Things Crowd," a group on Facebook that focuses on the convergence of crowdsourcing, crowd-funding, collaborative consumption, and the sharing economy. One of the group's most recent conversations was around wearable technology and our thoughts about it. Being in the health and wellness space, I can't help but be more focused on the potential of this technology to impact health outcomes and less on the sophistication of the technology itself, which in fact is pretty damn impressive.» 3 Comments
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