• Beyond Slo-Mo Smiles: Can Healthcare Marketing Finally Get Creative?
    Moderator Michael DiSalvo, SVP of health and wellness, OgilvyPanelistsJohn Barker, founder and chief idea officer, BARKERCourtney Cotrupe, President, Partners+NapierMoses Salami, director of marketing communications, Holy Name Medical CenterMichael: Innovating in healthcare is easy because we can just look at what banks did last year. But there are warriors fighting against stagnate creative, people making salads. (Watch creative on our events site. Last session of Sept. 27. Emotional and funny.)Moses: Holy Name is independent Catholic medical center. We weren’t connecting with our patients with the way we wanted. We loved John [Barker’s] team. We gave them the ...
  • Untapped Opportunity or Third Rail? Mastering the Social Healthcare Experience
    Moderator Andrew Eklund, founder and CEO, CiceronPanelistsKatryn Gene, director of client services, SituationGary Kibel, partner, Davis & Gilbert LLPSusan Walkman, CMO, Meals on WheelsAndrew: We’re in a mature market with social. In early ’90s, AOL was my start. 2006-07 Facebook takes over world. Find ourselves at the precipice or nexus point of how we use networks to build brands. Susan: We went from using social for one or two purposes to how it blew up into one of the major things we do. Our version of March Madness, we had just sat through webinar on crisis ...
  • Heartstrings and Grassroots: Diversifying Be the Match's Donor Base
    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.
  • It's Personal: Marketing and the Reluctant Healthcare Consumer
    Kimball Wilkins, VP, brand research and creative studios, Blue Shield of California Healthcare in the U.S. is a trillion-dollar industry, rapidly evolving. Multiple players, incumbents, payers, providers. Upstarts, Amazons of healthcare coming in. Outside sector players. Huge mergers, CVS/Aetna. Dynamic environment. There’s such a powerful human element, start there as we are trying to do. HuffPost illustrative story about family benefiting from ACA. Another family had been hurt by it. Stories of the uninsured, consumers who are struggling and buying in, get coverage but struggle with how to use it. We had to change some ways of doing business. Go ...
  • D2C Upstarts In Healthcare: Disruption Or The Right Remedy?
    Learning From the D2C Upstarts Moderator Beatriz Mallory, SVP, managing director, SensisHealth PanelistsMario Anglada, chief executive officer, Hoy Health LLCRobert Birge, EVP, product and CMO, Blink HealthSamir Ghousheh, general manager of pharmacy, FSAstore.com Beatriz: We’re looking at new entrants at existing points of care coming at it from a different way. Mario: We have simple mission targeted to providing everybody everywhere accessible affordable primary health. Built on access and patient engagement. Buy medications for anyone. In patient engagement, platforms one as a provider support, two if you are uninsured, you get kit at home for diabetes. ...
  • Paging Dr. Data: Driving Better Relationships with Smarter Segmentation
    Moderator Hans Kaspersetz, president and chief strategist, ArtericPanelistsGabrielle Bedewi, chief analytics officers, Butler/TillBrian Deffaa, CMO, LifeBridge HealthJustin Freid, EVP, managing director, CMI/CompasShonel Morrison, associate media director, AstraZenecaHans: How to create life-changing experiences for people. Number of challenges. Few years ago we would spend time talking about things we couldn’t do yet. On data, personalization, we’re at that stage again. Privacy, siloing issues. Agree? Disagree?Justin: We’ve gotten over a big hump. In pharma space there was a lot of pushback. There are people internally that understand marketing, data. Great to have internal advocate to speak ...
  • How Authenticity and Wit Hit a Nerve and Solved a Crisis
    Proof and Blue Chickens: How Authenticity and Wit Hit a Nerve and Solved a CrisisCindy Donohoe, EVP, CMO, Highmark HealthThe ChallengeAllegheny Health Network wanted to demonstrate that it had as good quality as its bigger competitor in Pittsburgh. Some in the company suggested just saying that we’re No. 1! But, said Cindy Donohoe, that couldn’t be it. Everyone’s No. 1. Besides, people don’t talk about places being No. 1. They talk about what they can do know. Their own outcome, the people. They want innovation but in hands of a doctor who listens. So, how do you change someone’s mind?The ExecutionWe ...
  • TFW You Find Yourself Doing Cutting-Edge Ads For An Old People's Home On Facebook
    “The New Customer Journeys and the Retailization of Healthcare Advertising”Moderator Jordan Greene, partner/mobile media, Mella MediaPanelistsNikzad Allahverdi, senior digital manager, Five Star Quality CareJon Kagan, senior director of search and biddable media, Cogniscient MediaTed Lawson, senior director of marketing, Endo PharamaceuticalsJordan: Commonality that consumers don’t need you until they need you. Is search at top of funnel?Jon: Search is both top and bottom. Targeting you by symptoms, change out ad copy, web domain, pull you through the patient journey. Ted: Search is our first go-to. Patient journey research in bariatric space. Can’t absorb B12 naturally. They ...
  • Only In Healthcare Do Ad Creators Admit The Truth, Smith Says
    Steve Smith, editorial director of events at MediaPost, is opening today’s Marketing Health conference. Consumers are almost in complete control of their media experience. It’s a tectonic shift from what came before. We knew where it was being consumer, mostly. Prime time TV, we knew what those four hours were about at night. There was a defined And contained experience. Even the internet was defined by home use and office use. Now, mobility has changed that in a radical way. For media planners and buyers, it’s a fundamental shift. We’re only starting to appreciate the ways these interruptions are happening. As we ...
  • The New Economy Of Social Influencers
    Moderator Kerry Perse, managing director, OMD CreatePanelistsLauren Clinton, senior manager, content and social media, The Scotts Miracle-Gro CompanyJessica Newton, VP, digital strategy director, Arnold WorldwideAmanda Sims, associate manager of social and digital, Premier NutritionKerry: We all have a different POV on how to use influencers because of role we play in our organizations. We’ll take about how we engage with them and how we measure success. We view influencers as great way to reach consumers. We hold our influencers accountable.Lauren: We try to leverage influencer marketing from a full-funnel perspective. We are 150 years old ...
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