• MARKETING: HEALTH
    Prehabilitation-Improving Outcomes Proactively
    One area where outcomes-based care is having a huge impact is orthopedic surgery. According to a 2014 study published in the Journal of Strength Conditioning Research, the projected number of total knee replacement surgeries for 2016 is 1,046,000-in 15 years, this number is projected to increase by 600%. While rehabilitation is important for improving outcomes in this type of procedure, the groundwork laid before the surgery-with prehabilitation-can make all the difference for patients' recovery.
  • MARKETING: HEALTH
    New York State Gets Wellness Marketing Right With Anti-Smoking Ad Campaign
    New Yorkers are now breathing more freely, thanks to the decrease in tobacco use among its population, but getting there has been a difficult, 10-year-long process. While the national adult smoker population lingers at 18%, New York stays below that mark, owed much in part to the state's dedication to antismoking campaigns. While it's still an ongoing battle, there's much to be learned by New York's effective quest to decrease tobacco use, especially in the multicultural space.
  • MARKETING: HEALTH
    What Investors Know About The Future Of Health That You Don't
    Over the past few years, it's become a quarterly ritual. A range of organizations have gotten into the habit of releasing the latest data on the types of bets investors are making on health's digital future.
  • MARKETING: HEALTH
    Social Media Considerations For Healthcare Marketers
    Social media is a pivotal element in healthcare marketing, and an essential tool for patient education and relationship development. It's also a de facto customer service platform, and therefore both a vital channel for and potential impetus to crisis communications. If it hasn't already happened, soon someone will try to tweet for emergency care, expecting immediate response.
  • MARKETING: HEALTH
    An All-Too-Common Question In Pharma Marketing: What Is Holding Us Back?
    A quick scan of pharma industry articles and blogs often get me excited with all the chatter of new app features, hot new social communities offering patients deeper ways to connect, or the promise of robust and actionable data we can incorporate from all of our quantified-self gadgets. With all that vigor and excitement we strive each day to deliver the best thinking for our client, embracing all these elements as we counsel and guide strategy. But all too often I see brand managers holding back, taking the wait-and-see approach, and missing opportunities to transform their category.
  • MARKETING: HEALTH
    Relationships Need To Adapt, Too
    We live in a multifaceted and complex time for healthcare. It seems like more people are getting ill with chronic and terminal conditions, and there are more challenges to getting the proper care. So the need for creating healthcare communications and experiences that respond to these challenges has gotten more complicated as well.
  • MARKETING: HEALTH
    Patients, Not Users: Humanizing The Mobile Health Movement
    As mobile technology and healthcare continue to evolve, people are increasingly turning to the devices in their pocket to provide everything from calorie counting to glucose monitoring. According to Digitas' mBook Report, 90% of patients say they would use an app "prescribed" by their doctor (even though only 66% would fill a medical prescription), and a report by Grand View Research, Inc. says the global market for Mobile Healthcare (mHealth) applications is projected to exceed $42 billion by 2020.
  • MARKETING: HEALTH
    What Life Sciences Marketers Can Learn From Hollywood About Buying Consulting And Agency Services
    Recently, The New York Times published an article headlined, "What Hollywood Can Teach Us About the Future of Work." In it, the author marvels at the "Hollywood model" of work: where ad hoc teams carry out large and complex projects, requiring diverse talents with complementary skills. Per the article: "A project is identified; a team [of contractors] is assembled; it works together for precisely as long as is needed to complete the task; then the team disbands."