One of the hottest marketing catch phrases of 2012 is "data is the new creative." The premise is that all of the creative in the world won't help you if your decisions aren't data driven.» 1 Comments
Recently, I came across an interesting article published in the pharmaceutical marketing publication PM360. It features an examination of the online reputations of the top 10 U.S. prescription medicines as ranked by direct-to-consumer advertising spend. A fundamental component of Michelle Bennett's (who serves as COO of Wool Labs) analysis is an assumption that negative online content and conversations can negatively influence customer perceptions and potentially behaviors.» 0 Comments
The digital pathology specialty remains buoyant and is slated to grow in scope and stature, both domestically and globally. Rising household incomes, population growth and a large aging demographic are boosting demand for medical services generally and pathology test referrals in particular. Doctors are ordering more pathology tests as the range of available tests increases, thanks largely to new technology.» 0 Comments
Digital health has received a tremendous amount of attention over the last year with the mobile adoption driving a more fragmented ecosystem for publishers, users and marketers. No longer is one screen, or even two, a consumer's resource for information and services. The linchpin for successfully engaging in this splintered environment is focusing first on user experience.» 0 Comments
Money is a powerful motivator. Look no farther than the sports world for validation. The PGA's FedEx Cup encourages golfers to earn "points" towards participation in playoffs that offer a big season-ending payoff. Tennis has a similar format with the U.S. Open Series, where performance in a series of events equates to a huge prize purse. Both instances use hefty prize money to help ensure the top performers participate and at high levels. The Centers for Medicare and Medicaid Services (CMS) have applied this sports theory to its rankings system of Medicare Advantage (MA) and Prescription Drug Plans (PDP) plans. ...» 1 Comments
It's still first quarter so technically all of us should still be on the health-kick, and your last few trips to the gym are just ahead this week before you quit entirely by mid-February. (So say the "experts" on all things resolution for the New Year.)» 0 Comments
For the past 12 years, my focus and interest has been Relationship Marketing, specifically Patient Relationship Marketing. It has been the allure around building, segmenting, and leveraging a database of qualified patients, usually suffering from disease states where they could benefit from high quality information. DTP and healthcare RM has been an interesting integration of disciplines, converging to create measurable marketing initiatives that demonstrate ROI for brands and businesses.» 1 Comments
The start of a new year brings with it the promise of new opportunities. So, let's take a moment to explore this idea of opportunity and our relation to it. Is an opportunity really something that presents itself to us, as in "when opportunity knocks..."? It could happen. But as marketers, we understand that most opportunities arise from proactively» 0 Comments
Earlier this week, the Pew Internet and American Life Project released Health Online 2013, the latest in its annual series of reports focusing on some of the ways people find and consume health content online and via mobile.» 2 Comments
