AdTheorent Health recently announced the launch of Predictive Audiences for the healthcare industry. It allows programmatic advertisers to target audiences in a more precise, data-driven and less
opaque manner than previously possible.
About a third of consumers worldwide use their smartphone to monitor their health or diet, though there are regional, demographic and gender differences.
While creativity and healthcare may seem like an unlikely pair, here's how a little strategic planning, thinking outside the box, and even a little fun, can help your campaigns stand out in a crowded
market. WestDerm's Senior Marketing Manager of Content Strategy, Veronica Clay, shares how their innovative approach to raising skin cancer awareness tugged at the evolving attitudes towards health,
sun, and fun. Along the way, they illustrate how healthcare messaging can move beyond expert advice and get consumers to personalize it with their own memory, life, and health histories.
From TikTok to TV, the fast growing telehealth brand is a case study of how healthcare marketing can test and learn across a wide range of channels to build and evolve a brand from a cold start.
Nurx's Head of Growth Marketing, Nico Bryant-Aguilar, explores how the company erects a marketing flywheel grounded in patient feedback and fueled by data sources that not only drive creative but
direct product development.
Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in
focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search
channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media
spend and improve patients' relationship with the brand.
Why simply drop a podcast when you can build an audio media network with sponsors, a web of social influencers, and a range of discreet shows? Providence St. Joseph Health's VP of Community
Engagement, Clinical and Patient Communication, Mary Renouf, discuss's how their Providence Future of Health podcast series has become a main driver not only of brand awareness and patient acquisition
but the core of its educational mission, a new revenue stream and even a source of staff retention and recruitment.
To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's
understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this
capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
"Companies that make false claims about anonymization can expect to hear from the FTC," Kristin Cohen, acting associate director for the division of privacy and identity protection, writes.
Even in its nascent development phase, CBD-rich smokable hemp is gaining use among consumers who see it as an alternative to marijuana or a way to quit smoking tobacco.
Internet search traffic for abortion medication rose 162% after someone leaked a draft of the Supreme Court's abortion decision in May, according to new research.
Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
Wrappers and containers from eight different fast food chains contain PFAS, or "forever chemicals," at soon-to-be illegal levels, according to Consumer Reports. Long-term exposure has been linked
to an increased risk of some cancers. Eight of the 24 fast food and supermarket chains studied — Arby's, Burger King, Cava, Chick-fil-A, McDonald's, Nathan's Famous, Sweetgreen, and Taco
Bell — had at least one type of packaging tested for fluorine levels exceeding 100 ppm.
Among the takeaways for CPG brands from the Attest study: Trustworthy nutritional labeling is strongly linked to consumer loyalty.
Digital will make up 49% of OTC advertising in 2023, up from 46% last year, Zenith estimated.
Before you say "hell, no," consider: 70% in new study said they could be convinced to try health insurance offered by big tech companies.
"Marketers in this space need to think less transactionally and in a more relationship focused way," MBLM's Mario Natarelli tells "Marketing Daily."
A "USA Today" and Suffolk University poll shows most Americans believe the U.S. is in the grips of a full-blown mental health crisis.
The study from Ipsos MORI also finds that "media" overall is among the least trusted institutions, just behind political ones.
A massive study of political consumers explains why Conservatives are more satisfied with their choices -- because they believe they are.
Every marketer working with data to run campaigns should know something about Microsoft's SQL language built to manage and store information, says Steven Urgo, data insights analyst, Goodway Group.
Republican lawmakers are asking the companies for internal research related to their products' effect on the mental health of children and teens.
GoodRx jointly sponsored NASCAR driver Will Rodgers, with a pharma manufacturer, creating a campaign focused on racing to cure Hepatitis C.
Many consider it physically addictive and felt like they were going through withdrawal during last week's outage.
GoodRx launched GoodRx Health on Thursday to provide research-based answers to vital health questions.
MotivBase, whose clients are leading national marketers, says it is "teaching people to ask not 'What are people saying?' but 'What do they mean?'
"As consumers strive for normalcy, they will continue to depend on some brands at the cost of others," says MBLM's Mario Natarelli.
Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a
targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
Timing is everything...especially in personalized messaging. Ochsner Health leverages real-time email responses to patients' online and offline behavioral triggers to build genuinely conversational
experiences and keep their members healthier. What can brand marketers learn about customer journeys from the way a major hospital network treats patients? It's all about letting the user drive the
conversation, not technology or marketing.
Consumers crave community and social interaction. Data collected about the telehealth industry shows consumers want convenience, but also in-person personalized experiences.
Among the top 22 market-share holders in skincare, 17 are publishers or informational websites -- capturing 62.34% of available search traffic.