MediaPost | Marketing: Health

Pay Mental Wellness Forward During Mental Health Awareness Week

Tue, 03 Oct 2017 13:00:04 -0400

Raising children is hard enough, and today's socially fueled world has added a whole new kind of complexity, one that is riddled with mental health issues. One could say that mental health has always been a challenge in society; however, if you do the research, the impact of a decade of social media on mental health is mind-blowing.

What Is Mental Health And Why Does This Label Matter?

Mon, 28 Aug 2017 13:00:04 -0400

The irony of the phrase "mental health" lies with the fact that it refers to a moment in time when it's been lost and a sickness has set in. What was the cause? Where did it begin? Was it avoidable? Inundated with news of a national opioid addiction crisis on the one hand and a state emergency declaration due to racial tensions on the other, one wonders what the body of mental health professionals has to say.

How Chronic Disease Communities Use Social Media

Wed, 26 Jul 2017 13:00:04 -0400

Like most communities, chronic disease communities utilize social channels in different ways. The main channels for chronic pain communities are Instagram, Tumblr and Facebook.

Small Healthcare Companies Turning To The Power Of Digital

Mon, 24 Jul 2017 13:00:04 -0400

Consumer health companies are typically faced with limits on their marketing budgets, which in turn stymies their ability to get their messages and their products in front of their target audiences with the frequency and reach needed to drive sales. The competitive consumer healthcare industry requires spending more every year just to retain share of shelf and a meaningful marketing ROI.

Doing Good Can Also Be Good For Business, Even If The Business Is Healthcare

Tue, 18 Jul 2017 13:00:04 -0400

I've often wondered why it is that companies of every size and shape, across industries and geographies take pride in differentiating their brands through supporting research on AIDS, breast cancer, and ALS, as well as charitable contributions to children's hospitals, vaccination initiatives, and fighting malaria or tuberculosis. Yet one struggles to find any good examples of pharmaceutical brands-the largest generator of wealth within the healthcare sector-creating cause-based engagement with their customers. And no, spending media dollars on "education" before launching a drug around a disease condition does not qualify as cause-based engagement.

OLV: Anything But Your TV Spot

Wed, 12 Jul 2017 13:00:05 -0400

Let's talk OLV. Online video. The star attraction of the internet. The number one reason people go online. A critical tool that healthcare marketers frequently fail to leverage.

Millennials Are Redefining How Healthcare Gets Health Done

Thu, 29 Jun 2017 13:00:05 -0400

Millennials could be the game-changing consumer for healthcare marketing as we know it, in part because Millennial expectations and behaviors don't align with traditional models of healthcare delivery.

Yes, There Is A 'Wrong' Way To Collaborate

Wed, 28 Jun 2017 13:00:04 -0400

Although the corporate side of healthcare is slightly less dramatic and exhilarating than the operating rooms you see on "Grey's Anatomy," it's equally satisfying and exciting to collaborate with smart and motivated teams for the good of a health care organization that helps so many patients and their families.

How To Overcome Consumer Disdain For Intrusive Healthcare Marketing

Tue, 20 Jun 2017 13:00:04 -0400

Marketers know that they have to cut through noise to reach consumers, but how far is too far? Barraging consumers with intrusive marketing messages can be more damaging to your brand than a lack of awareness. This is particularly true in the healthcare sector, where messages can seem out of place when consumers are not thinking about health. When they are seeking help for an ailment, it is vital to be positioned to hit that need square in the center and deliver solutions to specific pain points.

You're Fired! Why Retail, Hospitality Marketers Will Replace Healthcare CMOs

Wed, 14 Jun 2017 13:00:04 -0400

Consumer experience drives business, customer satisfaction and loyalty. Unfortunately, the healthcare industry has fallen behind others in delivering these experiences. The truth is, the people that visit Disney World and shop on Travelocity are the same ones using the internet to shop for personal physicians and compare hospitals, just as they do with hotels. Enter the age of "healthcare consumerism," wherein patients have a choice in their healthcare.

Like This: Media Drive Healthy Conversations

Tue, 06 Jun 2017 13:00:05 -0400

Celebrities making the headlines isn't always good news, but lately, many stars have gone public about living with chronic conditions and ailments that are often heavy on stigma and light on awareness.

From Data To Intelligence And Intelligence To Wisdom

Fri, 02 Jun 2017 09:00:13 -0400

If wisdom is the quality of having experience, knowledge, and good judgment, then the human manifestation of this quality pales in comparison to data-driven wisdom.

Making The Physician-Patient Interaction More Effective

Wed, 31 May 2017 12:00:09 -0400

As our industry continues its march to value-based healthcare, how will success be measured? Beyond script lift and market share, the industry has an opportunity now to come together around a common vision: That the real profit of our efforts is measured in the long-term health of patients.

4 Best Practices For Healthcare Email Drip Campaigns

Fri, 26 May 2017 11:00:10 -0400

What is a drip campaign? A drip campaign is a series of communications that are delivered to your prospect or customer over a period of time, and has a planned cadence with business rules - but is also based on the recipients' behavior and preferences.

Partnering Your Way Out Of The Gravitational Pull

Fri, 19 May 2017 10:00:07 -0400

In health, it has always taken partnerships to communicate with and serve an audience in a meaningful way; businesses of all sorts have long been a mash-up of skills in art and a host of sciences. That hasn't changed. Partnerships can often be arrangements of conformity: acquisitions or vendor relationships crafted to help validate the version of the story the entity in the catbird seat has chosen. These only help strengthen the forces governing the gravitational pull of the familiar.

Could A Tweet Or Post Save Your Life?

Fri, 12 May 2017 11:31:03 -0400

A story I read recently in "The New York Times" by Bruce Feiler ("Whom Do You Tell When You're Sick? Maybe Everyone You Know") has been on my mind for weeks. The piece explored people's ideas about when and how and to whom to disclose their medical conditions, and in it, neuropsychologist and A.L.S. specialist Paul Wicks of Patients Like Me, an online support network with more than half a million members, said, "The value of a tweet-length piece of information can be the difference between life and death."

Connected Caring

Fri, 05 May 2017 11:00:07 -0400

A little over a year ago, we were challenged to present an idea on how to launch a health-tech device in an already cluttered and rapidly growing marketplace. This opportunity forced us to get under the hood and think differently about one of the most complex problems in health care today: compliance and adherence to medication.

The Need For A Holistic And Custom-built CRM In Health Care

Wed, 03 May 2017 12:00:10 -0400

From retail to banking to hospitality, progressive industries are embracing advanced customer relationship (CRM) technologies to create positive and personalized experiences for consumers. Due to its overwhelming success, particularly in recent years, the CRM industry is booming with no sign of slowing down. In fact, according to Gartner, the CRM software market is expected to reach $36.5 billion this year, up from $26.3 billion in 2015.

Meeting Dr. Friendly

Tue, 02 May 2017 10:00:07 -0400

Right off, let's assume the best of all possible worlds for pharma marketers. Let's posit the existence of the totally available physician. What would that look like?

Business Rules That Drive Effective Healthcare Drip Campaigns

Fri, 28 Apr 2017 10:00:05 -0400

Every action has a reaction in both physics and effective marketing plans, and modern CRM has allowed healthcare marketers to design business rules tailored to individuals at specific stages in their patient journeys. These steps are defined by if/then statements that anticipate an action and adapt the campaign to create a truly "smart" journey.

SEO Is Dead. No, Really

Fri, 21 Apr 2017 09:50:05 -0400

As an SEO professional focused on the healthcare industry, I regularly come across articles declaring that "SEO is Dead!" For the most part, these are reactionary pieces in response to some sort of shift in the search landscape, such as Google removing access to keyword-level data in analytics. To an extent, these articles are right. SEO is dead. However, it's not that simple.

Use 4Ps To Affect Better Health Outcomes

Fri, 14 Apr 2017 10:00:06 -0400

In 1960, E. Jeremy McCarthy defined the 4Ps conceptual framework for marketing decision-making - Product, Price, Place and Promotion - thereby documenting the fundamental marketing forces that dictate the ultimate success of the product in the marketplace. In the nearly six decades that followed McCarthy's marketing mix concept, those marketing fundamentals have not changed.

Slow. Small. Simple

Fri, 07 Apr 2017 10:00:06 -0400

Why the keys to innovation, creativity, and self-actualization lie in how we think.

Lessons Learned On The Way To The Oscars

Tue, 04 Apr 2017 16:15:03 -0400

"Story" is a well-worn term in healthcare marketing. We call Facebook posts "stories," sales aids "brand stories" and anyone who creates them "storytellers." We use the term because we want communications to engage and transport with the power of a well-told story. Yet, with the highly regulated language of health marketing, our stories often land flat.

All Ears: New Brain Research Shows How Audio Increases Marketing Effectiveness

Fri, 31 Mar 2017 11:00:06 -0400

In the age of VR and digital visual advancement, audio often takes a back seat; an afterthought or a final dressing for the visual idea. Yet, new research into brain science shows that sound is a critical factor to building strong emotional connections. For healthcare advertisers, audio could be the key to more effective campaigns - campaigns that motivate people to take action.

Why Relevance And Responsiveness Boosts ROI

Mon, 27 Mar 2017 13:00:06 -0400

How customer relationship management creates effective healthcare communications.

5 Things You Need To Know About Millennials And Health

Fri, 24 Mar 2017 12:00:06 -0400

Youth may be wasted on the young, but when it comes to taking control of their health and well-being, Millennials are pretty much kicking older generations' saggy-old butts. That's because, unlike Baby Boomers and Gen Xers, Millennials have a decidedly different take on what wellness means to them and how they're living their best lives.

Get The Healthcare Bump

Mon, 20 Mar 2017 14:00:06 -0400

Add a white-coat endorsement to your brand for greater sales and loyalty.

Is Your Brand Safety Up To Snuff? Stop Wasting Good Money On Bad Impressions

Fri, 17 Mar 2017 11:00:05 -0400

It's the day before your new health and wellness campaign launch and the agency has assured you everything is on track to be successful. The programmatic partners have everything in place and have given the thumbs up to your brand-spankin' new digital creative - you know, the banners that expand into full-page takeovers showcasing amazing videos and slideshows.

How Can Big Pharma Use Chat Bots to Redefine Consumer Engagement?

Fri, 10 Mar 2017 12:13:04 -0500

Chat bots are redefining how consumers engage with brands. However, before Big Pharma can begin leveraging artificial intelligence (AI)-based solutions, we have to change how industry marketers perceive them, transitioning from “chat bots” to conversational user interfaces (UIs) while learning how existing user experiences can be transformed using this innovative technology.

Both chat bots and conversational UIs are computer programs designed to mimic human conversation via text or auditory means. Chat bots, however, specifically utilize AI as a pillar, which can unpredictably alter a user’s path and experience. A conversational UI takes a more linear approach to natural conversation, providing a distinct user path throughout the interface. It calls for providing copywriters the ability to reinforce a predetermined user flow and combining pre-canned responses with interface elements to ensure the proper user experience is delivered.

If you’re asking yourself why we as an industry need to move away from the paradigm of delivering the same tactics via the same channels, know this: We are witnessing an evolution in the way people interact with software, brands and technology. Interactions that were once personal (such as phone calls) have quickly transitioned into texts, messaging and social media.

41% of millennials say that they would be “truly satisfied” if they could use messaging or SMS to connect with companies and organizations where they do business, according to the Center for Generational Kinetics.

During our research, we recognized three models in which we, as an industry, must initially assess this technology prior to ideating its potential use cases.

1. The Intelligent Model The most intriguing, yet least likely to work in Pharma. This model uses machine learning as its main method of delivering a natural language response that is unpredictable.

2. The Linear Model A process that provides a clear sense of familiarity by utilizing a pre-defined set of questions and responses. With this approach, the brand can deliver a more curated experience in a controlled environment that ensures compliance.

3. The Hybrid Model The ideal method of development for Big Pharma. By leveraging the linear model as its foundation, Machine learning is incorporated to prepare for future advancements within the technology. It offers full control of the experience, making it a more suitable venture for our regulatory teams.

But how do we use them?

A conversational UI must be focused, fine-tuned and perfectly curated to deliver just the right experience. Providing a more personalized, cross-channel user experience. With fewer barriers to entry, 24/7 accessibility and complete anonymity. That said, we’ve identified pinnacle moments within the patient journey where conversational UIs can deliver just that.

1. Doctor Discussion Guide: Providing patients with a natural experience to help them communicate more effectively with their doctors.

2. Benefits Verification Support: Simplifying the complexities of the perplexing benefits verification process.

3. User Registration and Savings Card Distribution: Meeting the business objectives of Pharma brands to drive user registrations, building CRM opt-ins along with the distribution of a savings card.

4. Customer Support and Content Delivery: Offering a more accessible and engaging method of communication and content delivery to mitigate the need for one of the largest cost drivers’ brands experience for “on-med” patients.

5. Medication and Refill Reminder: Facilitating adherence by initiating a conversation with a user reminding them, much like a friend or loved one, to take or refill medication.

Today we must move quickly to a reality where brands learn how to interact with consumers the way they expect us to, which means a focus on the apps and technology they are already using on a daily basis.

The only obstacles we face are those we place before our brands. The solution is there, waiting for us to recognize that the typical “rules of engagement” are shifting and the rise of the chat bot is upon us — delivering convenience, personalization and support where consumers live and breathe, face down and immersed within “the internet of things.”