• Why It's Worth Your While To Validate Communications Upfront
    Healthcare marketers are intensively data-driven when analyzing the results of their campaigns, but are they as disciplined when developing creative communications on the front end? Our research has shown that a small investment of time and resources upfront can pay big dividends with results on the back end.
  • Why Two Days In The South Of France Is Good For Our Health
    This year Health took a place at the table - or should I say at a table alongside the table that is the Cannes Lions Festival of creativity. A week before the big kick-off I had the pleasure of serving on the Health and Wellness Jury and was astounded by the quality of some of the entries.
  • Preventative Care Gets Creative
    The countless health benefits of exercise and a healthy diet are no secret and have long been touted by physicians. New programs have cropped up in recent years that seek to make regular exercise and fresh, organic produce more accessible, helping to keep patients healthier while creating opportunity for marketers to get involved. Fitness and health food brands would be wise to seek out partnerships with health insurance providers and create more incentives for patients to lead healthier lifestyles, begetting long-term benefits for everyone.
  • How To Find Your Future Patients In A Sea Of Consumers
    Consumer targeting is about to have its day in the sun. Let me explain.
  • Lessons And Opportunities
    Now that the near-deafening noise surrounding the Affordable Care Act's Healthcare Exchanges has subsided, many Americans are eager to find out what comes next. So far, 8 million people-more than expected-have signed up through the Healthcare Exchanges, the online marketplaces created as part of 2010's ACA. What were their experiences like?
  • Tips For Improving Written Communication To Patients
    To help patients proactively manage their health, many healthcare providers supplement what they tell patients during appointments with written content. This may include printouts of educational material about their condition, healthy lifestyle tips, or hand-written notes about the patient's condition and treatment plan. Physicians may also refer patients to websites or social media sites, or send emails with additional information.
  • Future Of Brands = Branded Engagement
    A cursory view of the pipeline of new pharmaceutical drugs reveals what most healthcare marketers know to be true-that the business has shifted from a few big brands covering large populations (depression, cholesterol) to many smaller brands targeted towards smaller populations. Secondly, pharma companies have long focused on specific therapeutic categories.
  • Patient Wisdom: A Rich, But Unfortunately Underutilized Resource
    Last month, I had a very interesting conversation with well-regarded cancer survivor, patient activist and CEO of the non-profit Stupid Cancer, Matthew Zachary. This conversation took place just after a presentation Matthew delivered for an all-Web digital health summit I produced. Anyone who knows Matthew recognizes that he is direct, uncompromising and passionate about his mission: helping young adult cancer patients, survivors and their families find support, encouragement and resources.
  • Will 'Connected Health' Finally Live Up To Its Name?
    At Apple's recent Worldwide Developers Conference (WWDC), the company announced their much-anticipated foray into healthcare technology with "Healthkit", a platform technology promising to be the glue to our fragmented, increasingly data-driven health experiences. HealthKit is basically an API, a pipe capable of connecting health data collected from a third-party source, such as a wearable device or electronic medical record (EMR), to another source, such as Apple's new user-facing app called "Health."
  • Empathy: Increase Success Rate In Communications
    There's an incredibly powerful video that has been circulating socially over the past year or so created by Cleveland Clinic, called "Empathy: The Human Connection To Patient Care." It provides a moving reminder not to assume that we know what patients and other people are going through. As I observe and discuss with others the rapidly changing healthcare market, it seems to me that many organizations often make that same mistaken assumption as communicators. We assume what our target audiences understand our healthcare brands.
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