In recent years, as a result of advances in technology, expansion of channel reach and increased focus on patient outcomes, the Point of Care channel has grown to be a more important part of brand marketing strategies - most notably for healthcare marketers. Campaigns at POC have been successfully fueled by data-driven targeting and a high degree of consumer engagement with relevant content, but what has made POC most attractive to marketers can be summed up in one word, measurability.
"If health is wealth, where is my wealth manager?"
The days of influence marketing solely backed by celebrities or public figures are long gone. Today, people publish their own opinions and find their voice online by publishing blogs that carry influence of the same caliber, if not more. Bloggers can engage on a personal level, strengthening influence with their audience, and in fact we are seeing higher engagement rates in some cases vs. paid advertising. But how do health marketers create an "influencer campaign" and where to start? When considering outreach to bloggers for a potential partnership, think about the following considerations.
Our ability to track user behaviors is drastically improving our ability as marketers to become more refined in how we connect with consumers. As a media agency, we are continuing to shift our focus from buying channels towards optimizing audiences. With this focus, we continue to leverage data to gain an understanding of the right content and message that engages an audience throughout the decision journey. In healthcare, the path to treatment is long and complex. Understanding all of the questions patients have throughout the decision process becomes particularly important for success.
Our agency's vision for how to achieve success is fairly simple. By helping to connect people to better health outcomes, the companies, that are integral to help make those connections, will succeed.
We're in a new era of health consumerism. Patients are making informed decisions about their own health and demanding better access and communication from healthcare providers. While the industry is making strides in providing such communication through technology like patient portals, providing patients with electronic access to their own records, marketing these new achievements to attract patients is still falling short.
We live in a connected world, which means our healthcare is now connected, too.
Pharmaceutical patient apps are a hot topic among brand teams these days. They hold great promise for a brand across the patient journey, from supporting a dialog with physicians to setting treatment expectations to supporting disease or lifestyle management to providing support to maximize adherence.
So don't judge me for this, but I let my 7-year-old daughter watch reality TV. She loves a YouTube channel where a girl opens boxes (also referred to as a "haul") of American Girl doll stuff that arrives in the mail. She opens a new box on every episode, explaining the contents in painstaking detail. Although I don't understand it as my daughter does, I put it in the category of "harmless" and worry about other things.
In just the last year, Millennials (adults ages 18-34) have become the largest generation in the U.S. labor force, officially surpassing Gen Xers, according to an analysis of U.S. Census Bureau data by the Pew Research Center. The healthcare industry needs to take notice, as this group of young people presents new and distinct challenges.