• A Balancing Act: Programmatic Advertising Vs. Content Marketing In Consumer Media
    With new programmatic solutions cropping every day, everyone - agencies, publishers and clients alike - is asking the question: how much of our digital spending should be shifting to programmatic buying models? The efficiency story has been a media headline for years, and programmatic media is certainly a solution. But, is it effective?
  • Three Pharma Keys To Social
    Let me tell you a little secret. Having just made the transition from a consumer agency to a healthcare agency, I find there's very little difference between consumer and healthcare.
  • Engaging And Igniting Via Email In 2016
    Among consumers, patients, professionals, and caregivers of all ages, email continues to be a highly effective use of a brand's marketing budget. But in many ways it's often overused and misused. How can we use email to create deeper customer engagement?
  • Beyond 'Provider': 3 Ways To Begin The Essential Shift From Provider To Partner
    It's interesting the term "provider" is still commonly used in the modern healthcare environment. Being a provider suggests that the healthcare industry plays a one-way role of supplying care and knowledge to patients. And that would imply the patient is relegated to a role as the receiver of that care. Period.
  • Ensuring An Effective Healthcare Marketing Future
    There are innumerable ways to enhance the effectiveness of healthcare marketing communications, from better problem definition to sharper insights to stronger ideas, but there is one underlying factor that is the primary determinant of success: talent. The sharpest minds, when engaged on any/all of the above, will invariably produce a better outcome. Unfortunately, the world of marketing/advertising is at a significant disadvantage these days when it comes to securing the best and the brightest. In healthcare communications, this need is greater than ever given the increasing complexity of the system and the ever-increasing role patients are playing.
  • 5 Best Practices For Personalizing The Call Center Experience
    Healthcare is evolving into a value-based system, with patient satisfaction tied to reimbursements and penalties. And, it's evolving quicker than you might think. Value-based reimbursement is no longer the future of healthcare, a pilot project, or some far off place where the healthcare system will one day be. That day is today and there are significant financial stakes that hinge on patient satisfaction.
  • Mobile Technology's Impact On Healthcare Marketing
    As the population becomes increasingly tech-savvy, more people are taking their health into their own hands, literally, as handheld mobile devices become major tools in seeking healthcare information and even diagnosis. Mobile technology gives physicians the ability to manage patient healthcare more efficiently, and the opportunity to take advantage of peer networks to share resources, counsel, and best practices.
  • Brands Can Act Like 'Dad Saving The Day'
    There's a lovely YouTube video compilation that trended over the holidays, showing dads saving the day. Just as a baby is about to tumble from a sofa, dad prevents the fall. In another segment, a child flies off a wild swing and lands in dad's arms. In both instances, dads are positioned for preemptive action. Instead of giving instructions to their children, dads simply showed up at the right moment with the appropriate intervention and helped avert disaster.
  • 3 Ways To Make Video Work Better - With Less Risk
    Over the last few years, we've seen plenty of marketing trends accelerate-from print to digital, from single channel to omnichannel, etc. But perhaps the most vital for healthcare marketing has been the move from text to video. Not only does it allow us to convey volumes of information in a shorter amount of time-with less cognitive investment-but it also enables us to engage customers on a deeper level more quickly.
  • 7 Practical Resolutions For Healthy Customer Engagement In 2016
    If you've had your fill of "future of marketing" prognostications, here's a no-nonsense checklist to reflect on the health of your marketing with resolutions you can adopt immediately to start the year right.
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