• How Shiny Object Syndrome Kills Health Innovation And What To Do About It
    Has this happened to you? You're cruising along, having a fantastic day when you receive an email. It's from your boss, client or a leader in the organization. At the top of the email she's written: "Why aren't we doing this?" In the body of the email you see a link to an article about a competitor, client or peer that is using the latest digital innovation.
  • How To Be Brave
    Fear. It's kryptonite to creativity. It sucks the life out of the new and interesting. Given the demand for new thinking and innovation, you'd think we'd have figured out how to shake it. Maybe we could, but our fear of the unfamiliar kicks in and stop us. It's a disheartening contradiction.
  • Why Every Business Is A Healthcare Business
    If we attack this problem as we would an external marketing opportunity, the path is clear: understand the audience, map the journey, identify the insights and the decision dynamics, and build plans that deliver the right information to the right audience in the right way. Then test, learn, measure and optimize. It's not magic, it's marketing. And what better way to harness a marketing department to leverage its expertise than to apply it to real needs within its own organizations?
  • Rethinking Mobile Marketing: Evolving From The Device To The Experience
    "Marketing" is a terrible word for the business of making connections. And in this age of cyber attacks, "mobile marketing" conjures up horrors of the ever more stealthy, privacy-invading, personal security invasions of the cyber netherworld. Further, any emphasis on activating the great power of individual "targeting" (another word that is better left to the realm of cyber warfare) only enhances this unsettling fear.
  • Brand Planning 2.0 - Why Healthcare Tactical Planning Needs To Be Revamped For The Age Of The Customer
    'Tis the season of brand planning at life sciences companies. Some brands are just starting, others are further along in their life cycle, but the process is largely the same: Review current situation. Make strategic decisions. Receive approval. Brief the agencies. Review their tactical ideas. Prioritize, select. Budget.
  • Effective Healthcare Marketing Doesn't Have To Be Brain Surgery
    A few months ago, I judged the final round in the North American Health Effie Awards. In addition to having a fantastic and fun time debating various entries with my esteemed industry peers on this judging panel, something interesting struck me about the strongest finalists and ultimate Effie winners.
  • Shared Decision-making: It Takes Two
    According to the Agency for Healthcare Research and Quality, "Shared decision making is a model of patient-centered care that enables and encourages people to play a role in the management of their own health. It operates under the premise that, armed with good information, consumers can and will participate in the medical decision-making process by asking informed questions and expressing personal values and opinions about their conditions and treatment options."
  • How Humana + Aetna And Other Mega-mergers Are Accelerating The Emerging TechnoWellness Revolution
    The biggest news in U.S. healthcare over the past few weeks has been a series of proposed mergers between a range of giants in the health, benefits and wellness markets.
  • So Long And Thanks For All The Fish
    Fish felt like the theme at Lions Health this year (including some fish controversy) and right in the middle of it all were some ideas that really stood out for being as simple as one can get in this business today - a couple of low-tech gems. One of them was the Lucky Iron Fish.
  • The Millennial Mandate: How 'Generation Y' Behavior is Shaping Healthcare Marketing Strategy
    Millennials are the most coveted demographic target group today among healthcare marketers. According to the Center for Marketing Research at UMass Dartmouth, millennials have a combined purchasing power of approximately $2.45 trillion worldwide. That is considerable clout, which is why brands and marketers continue to pursue this group.
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