• ObamaCare's Missed Marketing Opportunity
    As the dust settles on the March 31 enrollment deadline of the Affordable Care Act, politicians and pundits are weighing in on the success (or failure) of the law after its first official milestone to get seven million sign-ups. No matter your opinion on the ambitious, controversial plan to reform our national health care system, we can all agree it's been a bumpy ride for the Obama administration, from Republican road-blocking through Congress to the healthcare.gov PR disaster to "oopsie" insurance cancellations, and now Kathleen Sebelius' resignation. While the Obama Administration spent $700 million in marketing to convince the uninsured ...
  • Health Hackers
    We live in a time where just about everything is being hacked. The current "hacking" dynamic has grown beyond the computer security context to be more about appropriation: taking something intended for a specific use and making it serve one's own use. And hacking occurs in almost every vertical; it's even crossing cultures. The important question for us as marketers is: what's motivating the hackers? Very often, hacking is about solving an unmet need of the end user. It's a perfect example of the customer telling the brand what he or she wants, not the other way around.
  • Top 4 Ways To Help Patients With Shared Decision Making
    The Affordable Care Act (ACA) identifies patient engagement as an integral part of quality in accountable care organizations. In fact, a separate section (3506) of the ACA calls for new Shared Decision-Making Resource Centers to help integrate the approach into clinical practice.
  • It's Time to Move from Engagement to Embedment in Digital
    In health technology and marketing circles, engagement has been the name of the game. But people really don't want to engage - at least not in the ways we'd like them to. We can make it much easier for people to interact with what we build - on their terms - by focusing less on engagement and more on an "embedment" strategy.
  • Segmentation Is The Key To Successful Sales, Profit And Growth

    Over the past 30 years, life sciences and biotech organizations have developed a basic but predictable revenue model, which looks something like this:

    more sales executives + more products + more messages = more revenue

    While this model may have worked in the past, it is not the optimal path to profitable growth in the future. The ever-increasing need for efficiency and profitability is squeezing physicians and healthcare staff’s time, leaving them less time to spend with your sales team. These and other factors are leading to a dramatic decrease in sales ...

  • FDA Helping Pharma Operationalize Social Media
    Last year, I wrote in a Marketing:Health column, "The primary challenges for makers of prescription products with adopting social media are operational." I emphasized three sets of challenges: adverse event reporting, responsiveness, and FDA filing requirements.
  • How Brands Can Get Hispanics And African Americans Invested In Healthcare
    How do you entice people to buy something that they don't fully realize they need?