I've often wondered why it is that companies of every size and shape, across industries and geographies take pride in differentiating their brands through supporting research on AIDS, breast cancer, and ALS, as well as charitable contributions to children's hospitals, vaccination initiatives, and fighting malaria or tuberculosis. Yet one struggles to find any good examples of pharmaceutical brands-the largest generator of wealth within the healthcare sector-creating cause-based engagement with their customers. And no, spending media dollars on "education" before launching a drug around a disease condition does not qualify as cause-based engagement.
Let's talk OLV. Online video. The star attraction of the internet. The number one reason people go online. A critical tool that healthcare marketers frequently fail to leverage.
Millennials could be the game-changing consumer for healthcare marketing as we know it, in part because Millennial expectations and behaviors don't align with traditional models of healthcare delivery.
Although the corporate side of healthcare is slightly less dramatic and exhilarating than the operating rooms you see on "Grey's Anatomy," it's equally satisfying and exciting to collaborate with smart and motivated teams for the good of a health care organization that helps so many patients and their families.
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.
Consumer experience drives business, customer satisfaction and loyalty. Unfortunately, the healthcare industry has fallen behind others in delivering these experiences. The truth is, the people that visit Disney World and shop on Travelocity are the same ones using the internet to shop for personal physicians and compare hospitals, just as they do with hotels. Enter the age of "healthcare consumerism," wherein patients have a choice in their healthcare.
Celebrities making the headlines isn't always good news, but lately, many stars have gone public about living with chronic conditions and ailments that are often heavy on stigma and light on awareness.
If wisdom is the quality of having experience, knowledge, and good judgment, then the human manifestation of this quality pales in comparison to data-driven wisdom.
As our industry continues its march to value-based healthcare, how will success be measured? Beyond script lift and market share, the industry has an opportunity now to come together around a common vision: That the real profit of our efforts is measured in the long-term health of patients.
What is a drip campaign? A drip campaign is a series of communications that are delivered to your prospect or customer over a period of time, and has a planned cadence with business rules - but is also based on the recipients' behavior and preferences.