• How To Deliver Personalized Customer Experiences
    In today's digital age, health insurance customers have high expectations due to their personalized and tailored shopping, buying and service experiences with other industries. As consumption levels across connected devices are at an all-time high, and the "consumerization" of technology continues to rise, too, a differentiated and enhanced customer experience can mean all the difference between a loyal customer, and a lost one. Forrester estimates that above average customer experience scores can keep customers from switching health plans and save health insurance companies up to $4 million in revenue. These are a few market trends that continue to alter the ...
  • Igniting The Gross National Happiness Quotient
    In Bhutan, the Gross National Happiness (GNH) is an indicator the government uses to measure happiness among the Bhutanese people. This commitment to gauging people's happiness and well-being demonstrates an understanding that the happier people are, the greater is their ability to be productive. Happiness has very positive ramifications on a national socioeconomic level. The GNH index is meant to orient the people and the nation towards happiness, primarily by improving the conditions of not-yet-happy people. The ultimate purpose has been to increase well-being and happiness for a greater number of people. It's pretty impressive for the leadership of a ...
  • Content: Create Or Curate?
    We've all heard the phrase "content is king," but in the world of inbound marketing has our definition of "Content" changed? Ninety-one percent of B2B marketers use content in their marketing mix and a majority use social media to distribute content. While content creation has always been a force in marketing, trends show companies shifting towards content curation. But can curation provide accurate, targeted information or are we sacrificing informational effectiveness for cost effectiveness?
  • A Novel Approach To Direct Mail: Lifestyle-based Analytics
    Despite the fact that our world is becoming more and more digital, direct mail can still be an effective tool for healthcare marketing campaigns. It can be highly informative, easy to track, and often an optimal way to reach older populations that don't use computers, smartphones and tablets as much as younger generations.
  • How We Can Build, Measure And Implement Digital Effectively Using The Lean Methodology
    Raise your hand if this has ever happened to you. I was deep into another series of meetings I've been holding with leadership teams from health organizations across the country. I had just finished describing how we can help them measure and predict the impact of Web and social media content on perceptions and behaviors. After a brief pause, an executive on the other end of the line asked: "So what?"
  • I Am Not Your 'Target'
    My agency was recently invited to participate in a pitch about which I was especially excited. The pitch was for a pharmaceutical product I've been taking for years - one that is critical to my health. Not only was I able to participate as an account planner helping to create the strategy and inspire our creative teams, but I could also draw on my personal experience and insight. After all, I'm an individual deeply passionate about an essential medication with which I've had more than 10 years of experience.
  • Healthcare Insurers: Welcome to the World of B-to-C Marketing
    A major component of the fast-approaching Affordable Care Act is the creation of Healthcare Exchanges. We've all heard of these by now. Essentially, they are new marketplaces where American consumers can learn, compare and shop for plans to ensure they select the best, most affordable plans for their needs. This marks a big change for healthcare insurers. Traditionally B-to-B marketers, they find themselves in the world of B-to-C marketing. Today's marketplace is full of consumers that are connected, on the go, and expect transparency and service. They crave information and connections-practically in real-time. It's consumer marketing in the age of ...
  • Caregiver Content Is A Win-Win-Win
    The caregiver has become a primary target audience for healthcare marketers, especially in the oncology and rare disease spaces. Often clients ask whether the content we provide to patients is sufficient for caregivers, too. Our answer is - not always. As we study attitudinal variations in patients, we must also determine caregiver types and how to support them during this challenging journey.