• 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.
  • Physician Information-seeking Habits And Pharma Resources
    Staying current with new treatment options is essential for physicians, who need to quickly find information to manage patient challenges. We have uncovered another dimension - criticality - when physicians are making their final prescribing decisions. Knowing how channel choices are impacted by criticality can help pharma marketers know which promotional moves to make.
  • Enhancing Marketing Effectiveness Through Healthcare Service Design
    The emerging discipline of service design is rooted in a new understanding: there is no such thing as isolated interactions between users, brand and the contexts in which the brand appears. Customers mentally meld all their fragmentary, moment-by-moment impressions of interactions together into one overall impression. Service design is about brand owners and marketers building a whole picture view and using it to create more valuable service experiences for customers. It's set to be a major force in healthcare, and in practical terms it can be envisaged in four stages.
  • How Marketing And Web Evolution Lessons Can Help Providers Serve Customers
    I recently had the opportunity to be part of a panel discussion focused on consumer engagement in Durham, N.C., for Duke University's 5th Annual Informatics Conference: "Clinical Innovation in an EHR Environment". The panel moderator gave us the questions he hoped to address ahead of time, which conveniently gave me a chance to write these answers.
  • 5 Tips To Help Healthcare Providers Improve Patient Empowerment
    Which patient is likely to have the best outcome: The one who puts their health entirely in their doctor's hands, or the one who is empowered to help manage their own health?
  • A New Kind of Television Advertising - Patients Taking Action
    Television advertising has transformed - and continues to transform - pharmaceutical companies' relationships with consumers. In the late '90s, regulators allowed pharma to participate in direct-to-consumer advertising (DTC) for the first time. Seemingly overnight, consumers began to recognize these companies and their previously unrecognized medications.
  • The World's Most Powerful Technology is Not The One You Think
    It seems as though most everyone is health tech happy these days. Some (of the brave) go gaga over Google Glass. Others wax poetic about the potential of wearables to improve health - hopefully fashionably. And, there's no shortage of people fascinated by the potential of big data to revolutionize medical care by streamlining how doctors make decisions and even helping to predict - and prevent - illness.
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