• MARKETING: HEALTH
    Marketers' Guide To The New Regulated World Of E-Cig Advertising
    They say regulation is always a step behind the money. Approximately 10 years after the commercialization of e-cigarettes, the U.S. Food and Drug Administration announced new regulations on the $3.5 billion industry.
  • MARKETING: HEALTH
    Selling Lifestyles Instead Of Products Through Content Marketing
    Every good marketer knows that the most successful brands don't sell products; they sell identities and values. For health and wellness products, those revolve closely around lifestyle. This is why Pfizer doesn't market Advil as the best way way to inhibit COX enzymes and block the production of prostaglandins. It knows that very few people know - or care - how ibuprofen works. Pfizer isn't even really selling pain relief; it's selling the lifestyle you can enjoy when you are free from pain.
  • MARKETING: HEALTH
    How Brands Can Effectively Engage With Health Advocacy Organizations
    Health advocacy organizations, often a trusted source of information and community for patients, families, and caregivers, can be important industry partners when the relationship is cultivated from a place of mutual respect. Each group has much to offer the other, including key insights that might otherwise never be uncovered; however, identifying how best to initiate or move a relationship forward can sometimes be a mystery and, occasionally, be plagued by missteps. While early engagement, transparency, and consistency are critical to success, the partnership may still be rocky if not mutually beneficial, with all stakeholders able to satisfactorily reach and/or support ...
  • MARKETING: HEALTH
    Going For Gold?
    More agencies are running into the healthcare space. And who can blame them? There is revenue in "them thar hills" and no one is passing up the opportunity to dig up a little more. However, I am less certain that the creatives inside those agencies are all running towards health with the same excitement. And I get it. Health is tricky, and at first glance, not an obvious creative goldmine.
  • MARKETING: HEALTH
    3 Measurement Essentials At The Point Of Care
    In recent years, as a result of advances in technology, expansion of channel reach and increased focus on patient outcomes, the Point of Care channel has grown to be a more important part of brand marketing strategies - most notably for healthcare marketers. Campaigns at POC have been successfully fueled by data-driven targeting and a high degree of consumer engagement with relevant content, but what has made POC most attractive to marketers can be summed up in one word, measurability.
  • MARKETING: HEALTH
    Changing Health's Focus From Reactive To Proactive
    "If health is wealth, where is my wealth manager?"
  • MARKETING: HEALTH
    Blogger Outreach 101 For Healthcare Marketers
    The days of influence marketing solely backed by celebrities or public figures are long gone. Today, people publish their own opinions and find their voice online by publishing blogs that carry influence of the same caliber, if not more. Bloggers can engage on a personal level, strengthening influence with their audience, and in fact we are seeing higher engagement rates in some cases vs. paid advertising. But how do health marketers create an "influencer campaign" and where to start? When considering outreach to bloggers for a potential partnership, think about the following considerations.