Kevin Burke

Articles by Kevin All articles by Kevin

• Botched Healthcare Branding in Marketing: Health on 12/16/2013
  

  Healthcare in the United States is a mess for numerous reasons, and many institutions are attempting to apply their fix. Buried in this mess is a healthcare topic that is rarely discussed.

• Moms Choose Technology That Connects Them With Other Moms  in Marketing: Health on 05/06/2011
  

  While most industries should take another look at how they're marketing to mothers, the health industry should pay close attention. There is opportunity to reach this valuable market and benefit from its historic transformation.

• The One Thing You Must Do  in Engage:Moms on 11/22/2010
  

  In a market like this, businesses need to identify what they want to deliver and why it will benefit this market. Next, they need to take advantage of the wealth of available online tools to effectively communicate the value that they are offering. Only then will they win the attention of these savvy buyers.

• Tune Into Her With 10 Tactics  in Engage:Moms on 10/27/2010
  

  Research data and philosophical approaches toward engaging mothers are often written about here. Today, I'm going for practical and immediate tips to improve your mom-marketing.

• As A Mom  in Engage:Moms on 09/22/2010
  

  Businesses must be willing to make an investment in better understanding her world and how a particular product or service fits into it. They also must invest in learning more about the communication styles that appeal to women.

• Support Motherhood  in Engage:Moms on 08/25/2010
  

  If businesses choose to support motherhood by embracing this group and trying to better understand them, the relationship has a win-win potential.

• Burgeoning Brands  in Engage:Moms on 07/28/2010
  

  The importance of brand is starting to become more widely understood and appreciated in the blogosphere. You can see moms working hard towards building their brand identity. Many are building impressive media assets and there are many up-and-comers, too.

• Twitter, Let's Get Personal  in Engage:Moms on 06/23/2010
  

  Twitter offers marketers a valuable opportunity to interact with moms in a fresh, informal way. The medium itself, with its 140-character limit, sets a friendly, casual tone, and moms are especially receptive to companies whose Twitter presence is personable and interactive.

• 'Telling' Her Doesn't Cut It Anymore; Let Her Sample Your Product in Engage:Moms on 05/26/2010
  

  Sampling is especially effective in a pinched economy. Mothers are looking to test products before investing in them. When brands offer sample trials, they are providing moms with the opportunity to feel more confident about a purchasing decision.

• Understand Why Moms Blog in Engage:Moms on 04/28/2010
  

  Marketers are historically good at talking at people but poor at conversations. To work with mom bloggers, businesses need to take the time to read the blog to get to know the writer and gain a better understanding of her audience.

Comments by Kevin All comments by Kevin

• The World's Most Powerful Technology is Not The One You Think by Fard Johnmar (Marketing: Health on 05/16/2014)
  

  Well done Fard! I agree. There is so much talk about technology that has little impact on the individual person/patient. The Web gives us so much!

• Where Do Your Patients Live On The Web? Effective Targeting For Digital Campaigns by Sarah Van Heirseele (Marketing: Health on 01/21/2014)
  

  Very nicely laid-out case examples of how consumer behavior dictates strategy and tactics. All too often I feel narrowly focused tactics from trusted sources are under-valued.

• 40% Of YouTube Traffic On Mobile -- But What Does Mobile Really Mean, Anyway? by Catharine P. Taylor (Social Media Insider on 10/21/2013)
  

  Couldn't agree more. Mobile is the wrong terminology to be using. At times it is easy to forget the difference. When we developed our new web site, we were constantly comparing the different screen experiences using this cool little free script. http://lab.maltewassermann.com/viewport-resizer/ I have no affiliation to it, just think it works nicely.

• It's A Wonderful Brand by Graham Mills (Marketing: Health on 07/12/2013)
  

  I agree, health brands are becoming more important. And they need to deliver more consumer value than they have in the past to be successful in a digitally connected world.

• Successful Brand Building In The Changing World Of Healthcare by Jeff Gourdji and Maria Tazi (Marketing: Health on 07/10/2013)
  

  This article is spot on! In many other categories, like you mention, there are well established consumer brands that people trust, and thus they garner significant value. Can you name a few in healthcare that rival that status?

• Building Is Believing by (Marketing: Health on 04/23/2013)
  

  POWERFUL words. Rarely expressed so well.

• Back-to-School Trends You Might See This Holiday Season by Patti Minglin (Engage:Moms on 09/14/2011)
  

  I believe we will see unprecedented sharing of gift ideas and holiday deals through social media. Moms will be highlighting their finds and linking to them through Facebook, Twitter and blogs.

• Y-ired Moms: New Rules For Digital Engagement With Today's Generation by Melissa Lavigne-Delville (Engage:Moms on 09/14/2011)
  

  Best discovery here is that "46% of Gen Y moms expect brands to update their profile pages on Facebook daily." It really speaks to their interest in engaging. Nice work.

• Will Your Mom Ever Join Google+? by Anne Czernek (Marketing Daily on 07/19/2011)
  

  Your social tech analysis is good, but assuming moms are tech laggards is a very outdated perception.

• Women Find Facebook Friends Annoying by Erik Sass (The Social Graf on 03/31/2011)
  

  These statistics are not compelling when the respondent is asked, "at least one person". Seems to me the intent here is to make woman appear catty. Irresponsible.

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