Articles by Ken All articles by Ken
- How To Overcome Consumer Disdain For Intrusive Healthcare Marketing in
Marketing: Health on
06/20/2017
Marketers know that they have to cut through noise to reach consumers, but how far is too far? Barraging consumers with intrusive marketing messages can be more damaging to your brand than a lack of awareness. This is particularly true in the healthcare sector, where messages can seem out of place when consumers are not thinking about health. When they are seeking help for an ailment, it is vital to be positioned to hit that need square in the center and deliver solutions to specific pain points.
- The Phone Is Killing Your Sales Pipeline in
Marketing: Health on
08/15/2016
Imagine a new prospect calling your medical practice for the first time. If she gets right through to a friendly person who can answer her questions intelligently and put her on the schedule, she probably leaves the conversation with an appointment. If she gets a voicemail message asking her to leave a message, she most likely hangs up and calls another provider.
- Selling Lifestyles Instead Of Products Through Content Marketing in
Marketing: Health on
07/22/2016
Every good marketer knows that the most successful brands don't sell products; they sell identities and values. For health and wellness products, those revolve closely around lifestyle. This is why Pfizer doesn't market Advil as the best way way to inhibit COX enzymes and block the production of prostaglandins. It knows that very few people know - or care - how ibuprofen works. Pfizer isn't even really selling pain relief; it's selling the lifestyle you can enjoy when you are free from pain.
- Selling Lifestyles Instead Of Products Through Content Marketing in
Marketing: Health on
06/21/2016
Every good marketer knows that the most successful brands don't sell products; they sell identities and values. For health and wellness products, those revolve closely around lifestyle. This is why Pfizer doesn't market Advil as the best way way to inhibit COX enzymes and block the production of prostaglandins. It knows that very few people know - or care - how ibuprofen works. Pfizer isn't even really selling pain relief; it's selling the lifestyle you can enjoy when you are free from pain.
- 3 Things Healthcare Marketers Can Learn From Retail Marketers in
Marketing: Health on
05/11/2016
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.
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