Listen in as moderator Michael DiSalvo, SVP of health and wellness, Ogilvy, and panelists John Barker, founder and chief idea officer, BARKER; Courtney Cotrupe, President, Partners+Napier, and Moses Salami, director of marketing communications, Holy Name Medical Center, talk about examples of newer channels that interact with patients in healthcare.
Listen in as moderator Andrew Eklund, founder and CEO, Ciceron, and panelists Katryn Gene, director of client services, Situation; Gary Kibel, partner, Davis & Gilbert LLP; and Susan Walkman, CMO, Meals on Wheels, talk about healthcare on social. Andrew goes back to the AOL days (gasp!) and claims that, besides his wife, Gary is the only lawyer he likes. "Yes, we're friends on MySpace," quips Gary. Fun!
Battling brand awareness, Be the Match is in the throes of creating a lot of eye candy, Amy Freese, director, strategic partnerships and multicultural growth, Be the Match (National Marrow Donor Program). What she does have - and shows us here - is the behind-the-scene efforts being made to reach a diverse population in order to find donors for people who need stem cell transplants.
Moderator Hans Kaspersetz, president and chief strategist, Arteric, with panelists Gabrielle Bedewi, chief analytics officers, Butler/Till; Brian Deffaa, CMO, LifeBridge Health; Justin Freid, EVP, managing director, CMI/Compas, and Shonel Morrison, associate media director, AstraZeneca. Listen as Shonel and Justin explain the challenges of promising a 360-degree view of patients using CRM and other platforms.
Moderator Jordan Greene, partner/mobile media, Mella Media, walks panelists Nikzad Allahverdi, senior digital manager, Five Star Quality Care; Jon Kagan, senior director of search and biddable media, Cogniscient Media; and Ted Lawson, senior director of marketing, Endo Pharmaceuticals, through the stages of selling in the healthcare field. "It's a commonality that consumers don't need you until they need you. Is search at top of funnel?" Watch as each explains how search fits into his marketing plan.
Cindy Donohoe, EVP, CMO, Highmark Health, talks about how she and her team and their agency eschewed the idea of claiming to be the No. 1 health facility. Instead, they decided to be big, bold and fast. #LivingProof by Donor of Detroit is evidence of "how we've changed people's lives." Did we mention 6,500 storks?
Steve Smith, editorial director of events at MediaPost, drew laughter when he asked Matt Fitzgerald, VP, brand marketing, HelloFresh, "Why so damn much Facebook buying?" Listen as Matt explains why the brand is so bullish on social media.
Eddie Revis, senior director, marketing strategy and media, Chobani, shared some interesting insights on this topic.
Moderator Don Huesman, vp, Empower MediaMarketing, asks panelists James Allen, vp, strategy director, head of product, Carat, and Kalyn Asher, president, Asher Media, "What does a good brief look like that would lead to a solid media plan?" Watch as Kalyn represents the Cherished side of a brand while "boring" James tackles the Chore side.
When moderator Kerry Perse, managing director, OMD Create, asked panelists Lauren Clinton, senior manager, content and social media, The Scotts Miracle-Gro Company; Jessica Newton, VP, digital strategy director, Arnold Worldwide; Amanda Sims, associate manager of social and digital, Premier Nutrition, for their POV on how to use influencers, answers were all over the funnel. It's the economy!