• MARKETING: HEALTH
    Enhancing Marketing Effectiveness Through Healthcare Service Design
    The emerging discipline of service design is rooted in a new understanding: there is no such thing as isolated interactions between users, brand and the contexts in which the brand appears. Customers mentally meld all their fragmentary, moment-by-moment impressions of interactions together into one overall impression. Service design is about brand owners and marketers building a whole picture view and using it to create more valuable service experiences for customers. It's set to be a major force in healthcare, and in practical terms it can be envisaged in four stages.
  • MARKETING: HEALTH
    How Marketing And Web Evolution Lessons Can Help Providers Serve Customers
    I recently had the opportunity to be part of a panel discussion focused on consumer engagement in Durham, N.C., for Duke University's 5th Annual Informatics Conference: "Clinical Innovation in an EHR Environment". The panel moderator gave us the questions he hoped to address ahead of time, which conveniently gave me a chance to write these answers.
  • MARKETING: HEALTH
    5 Tips To Help Healthcare Providers Improve Patient Empowerment
    Which patient is likely to have the best outcome: The one who puts their health entirely in their doctor's hands, or the one who is empowered to help manage their own health?
  • MARKETING: HEALTH
    A New Kind of Television Advertising - Patients Taking Action
    Television advertising has transformed - and continues to transform - pharmaceutical companies' relationships with consumers. In the late '90s, regulators allowed pharma to participate in direct-to-consumer advertising (DTC) for the first time. Seemingly overnight, consumers began to recognize these companies and their previously unrecognized medications.
  • MARKETING: HEALTH
    The World's Most Powerful Technology is Not The One You Think
    It seems as though most everyone is health tech happy these days. Some (of the brave) go gaga over Google Glass. Others wax poetic about the potential of wearables to improve health - hopefully fashionably. And, there's no shortage of people fascinated by the potential of big data to revolutionize medical care by streamlining how doctors make decisions and even helping to predict - and prevent - illness.
  • MARKETING: HEALTH
    Things To Consider For Marketing Communications Development Under The Affordable Care Act
    Millions of Americans who could not previously afford health insurance and those who had been denied health insurance coverage because of pre-existing conditions now have access to affordable health insurance coverage.
  • MARKETING: HEALTH
    The Merits Of Being 'Season Savvy'
    As folk singer Roger McGuire once opined, every season "has a purpose under heaven." The same is true in the marketing world. The changing seasons offer an excellent window of opportunity for savvy healthcare marketers to further align their loyalties - and prospect with -their existing and target customer base
  • MARKETING: HEALTH
    The Benefit Of Experience
    I thought I knew something about oncology. After all, as the head of planning for a healthcare brand agency, I had helped to win and launch some significant new brands tapping into the emergence of biomarker testing and immuno-oncology. And just six months before, I had lost my mother to lung cancer.
  • MARKETING: HEALTH
    Show Your Best Customers The Love
    Across the country, health plans see both opportunity and an existential threat with the Affordable Care Act, and they are responding with a flurry of initiatives: Implementing a retail strategy; reaching uninsured consumers; increased emphasis on small business; defending clients in the large-group space from new category entrants; revising sales-enablement tools; keeping up with new technology and data requirements. The list seems endless.