MediaPost | Marketing: Health

Content: Create Or Curate?

Fri, 24 May 2013 14:47:02 -0400

We've all heard the phrase "content is king," but in the world of inbound marketing has our definition of "Content" changed? Ninety-one percent of B2B marketers use content in their marketing mix and a majority use social media to distribute content. While content creation has always been a force in marketing, trends show companies shifting towards content curation. But can curation provide accurate, targeted information or are we sacrificing informational effectiveness for cost effectiveness?

A Novel Approach To Direct Mail: Lifestyle-based Analytics

Tue, 21 May 2013 10:20:04 -0400

Despite the fact that our world is becoming more and more digital, direct mail can still be an effective tool for healthcare marketing campaigns. It can be highly informative, easy to track, and often an optimal way to reach older populations that don't use computers, smartphones and tablets as much as younger generations.

How We Can Build, Measure And Implement Digital Effectively Using The Lean Methodology

Fri, 17 May 2013 10:10:03 -0400

Raise your hand if this has ever happened to you. I was deep into another series of meetings I've been holding with leadership teams from health organizations across the country. I had just finished describing how we can help them measure and predict the impact of Web and social media content on perceptions and behaviors. After a brief pause, an executive on the other end of the line asked: "So what?"

I Am Not Your 'Target'

Fri, 10 May 2013 10:15:02 -0400

My agency was recently invited to participate in a pitch about which I was especially excited. The pitch was for a pharmaceutical product I've been taking for years - one that is critical to my health. Not only was I able to participate as an account planner helping to create the strategy and inspire our creative teams, but I could also draw on my personal experience and insight. After all, I'm an individual deeply passionate about an essential medication with which I've had more than 10 years of experience.

Healthcare Insurers: Welcome to the World of B-to-C Marketing

Tue, 07 May 2013 09:34:02 -0400

A major component of the fast-approaching Affordable Care Act is the creation of Healthcare Exchanges. We've all heard of these by now. Essentially, they are new marketplaces where American consumers can learn, compare and shop for plans to ensure they select the best, most affordable plans for their needs. This marks a big change for healthcare insurers. Traditionally B-to-B marketers, they find themselves in the world of B-to-C marketing. Today's marketplace is full of consumers that are connected, on the go, and expect transparency and service. They crave information and connections-practically in real-time. It's consumer marketing in the age of the "Empowered Consumer."

Caregiver Content Is A Win-Win-Win

Wed, 01 May 2013 10:10:02 -0400

The caregiver has become a primary target audience for healthcare marketers, especially in the oncology and rare disease spaces. Often clients ask whether the content we provide to patients is sufficient for caregivers, too. Our answer is - not always. As we study attitudinal variations in patients, we must also determine caregiver types and how to support them during this challenging journey.

Social Media: Hubs of Healing

Tue, 30 Apr 2013 09:59:02 -0400

The power of social media was realized in full force during the recent Boston Marathon bombings. Emergency responders, the media and those on the streets of Boston, Watertown, and Cambridge demonstrated how social networking with a collaborative and concerted focus can be used with great success.

Building Is Believing

Tue, 23 Apr 2013 09:36:02 -0400

We often hear, "Seeing is believing," underscoring a basic truth: that belief is something that must be earned. But belief doesn't happen overnight. Whether we're talking about belief in a person, a religion, an institution, or a brand, belief takes time to accrue. Belief must be built. And once it's established, belief is a force that drives behavior at the deepest level.

Why You Should Care About The Health-Aware, Connected And Cost-Conscious EPatient Of 2015

Fri, 19 Apr 2013 09:00:03 -0400

Back in mid-2007, in the midst of conducting in-depth research and analysis of the evolving digital health landscape, Susannah Fox of the Pew Internet and American Life Project recommended I read a publication co-developed by the late Tom Ferguson, MD, titled ePatients: How They Can Help Us Heal Healthcare. This prophetic white paper introduced many of the digital trends we take for granted today, including the use of the Web and digital tools for health research, the rise of patient-powered social networks and more.

Mind Your Language

Fri, 12 Apr 2013 10:10:02 -0400

Many years ago I showed some draft copy to my creative director. I was very pleased with it and thought that it was great advertising copy. After he agreed that it was great advertising copy, he asked me to take out "all of the marketing." It made the copy a thousand times better and gave me an important lesson that has stayed with me: write like a real person. Be persuasive, but speak in the language of the customer - because if you talk like a door-to-door salesman, you'll be about as welcome.

Why Global Telemedicine Should Be Our Next Big Export

Wed, 10 Apr 2013 10:07:02 -0400

It's a sad reality that, on a global basis, medical resources aren't allocated in any kind of organized or equitable fashion. Treatments and tools that are commonplace in many societies are virtually non-existent in others.

5 Ways To Succeed In The Relationship Era

Tue, 02 Apr 2013 10:00:04 -0400

The healthcare industry is dramatically changing. It's happening because of technology, politics, economics, and empowered consumers. Today's consumers are connected, juggling multiple devices, on the go, and want their voices heard. They crave information and connections-practically in real-time. This is every organization's new business reality.

To Respond Or Not To Respond ... That Is The Question

Fri, 29 Mar 2013 11:30:03 -0400

As PR professionals, we are experts in media relations. Having deep, entrenched relationships with key members of the media and knowing what makes them tick is what our clients expect from us. The fruit of these relationships often appears in the form of well-balanced, favorable coverage.

S.C.O.R.E.: Impact Modeling Through User-initiated Actions

Tue, 26 Mar 2013 12:30:03 -0400

Is your campaign in the 50%?

Social Listening for Pharma RM: Lessons Learned When No One Is Talking About Your Brand

Fri, 22 Mar 2013 10:34:14 -0400

We recently completed the first phase of a yearlong social listening project for one of our clients. It's a global project, spanning seven countries and includes "listening in" on all of the popular social media channels - Twitter, Facebook, Sina Wiebo (a hybrid of Twitter and Facebook in China), YouTube, and countless blogs and forums.

A New Look At Compliance: Building Patient Loyalty

Tue, 19 Mar 2013 07:19:04 -0400

Whether you're taking medication, have started a diet and exercise program, or are involved in rehab and preventive health, there is one common thread necessary for successful results: commitment. Commitment is, of course, just another way of saying compliance, the Holy Grail of healthcare.

The Emerging Digital Technology Trend That Could Cost You Your Job

Fri, 15 Mar 2013 07:03:10 -0400

In my previous career, I, like legions of my health public relations colleagues, lived in a very structured world that was dominated by traditional media. We knew the major paths of influence - from media to consumer. We also had well-established methods of working the system so our messages and content would reach (and potentially influence) the masses.

Digital Healthcare Virgins, Beware

Fri, 08 Mar 2013 07:26:06 -0500

What will it take for the tech revolution to work its wonders on healthcare? Like most VC's these days, I, too, am betting the farm on digital technology transforming the whole sector, but I'm also certain that it will take more than inspired geeks in a garage creating killer apps.

Digital Media Isn't' Risky, If Used Compliantly

Mon, 04 Mar 2013 12:43:41 -0500

In the pharmaceutical industry, we have become accustomed to a discussion about adopting "risky" communications channels such as social media. These discussions overlook one thing: There are no risky media.

Where The Micro Meets The Macro

Tue, 26 Feb 2013 07:25:23 -0500

When you think about patients and their health issues, you tend to take one of two approaches: you either focus on things more granularly or you look at the bigger picture. Let's call this micro vs macro. Macro issues might include what connects the larger patient population to issues around a particular disease. Macro looks at statistics and demographics of a patient population. But when you think about patients on a micro level, you get an understanding of how specific patients deal with the everyday realities of living with an illness.

Data - It's The New 'Creative'

Fri, 22 Feb 2013 05:54:19 -0500

One of the hottest marketing catch phrases of 2012 is "data is the new creative." The premise is that all of the creative in the world won't help you if your decisions aren't data driven.

Relying On Sentiment Analysis To Predict Content Impact? You're Making A Big Mistake

Fri, 15 Feb 2013 09:03:34 -0500

Recently, I came across an interesting article published in the pharmaceutical marketing publication PM360. It features an examination of the online reputations of the top 10 U.S. prescription medicines as ranked by direct-to-consumer advertising spend. A fundamental component of Michelle Bennett's (who serves as COO of Wool Labs) analysis is an assumption that negative online content and conversations can negatively influence customer perceptions and potentially behaviors.

Diagnosis: Cloudy With A Good Chance Of Healing

Wed, 13 Feb 2013 08:15:20 -0500

The digital pathology specialty remains buoyant and is slated to grow in scope and stature, both domestically and globally. Rising household incomes, population growth and a large aging demographic are boosting demand for medical services generally and pathology test referrals in particular. Doctors are ordering more pathology tests as the range of available tests increases, thanks largely to new technology.

Let Audience Drive Emerging Platform Strategy

Mon, 11 Feb 2013 07:19:24 -0500

Digital health has received a tremendous amount of attention over the last year with the mobile adoption driving a more fragmented ecosystem for publishers, users and marketers. No longer is one screen, or even two, a consumer's resource for information and services. The linchpin for successfully engaging in this splintered environment is focusing first on user experience.

Shopping Is Not Solving

Fri, 08 Feb 2013 07:21:44 -0500

Shopping and solving are two different things.

Billions At Stake In CMS's Pay-for-Performance Rankings

Tue, 05 Feb 2013 09:09:24 -0500

Money is a powerful motivator. Look no farther than the sports world for validation. The PGA's FedEx Cup encourages golfers to earn "points" towards participation in playoffs that offer a big season-ending payoff. Tennis has a similar format with the U.S. Open Series, where performance in a series of events equates to a huge prize purse. Both instances use hefty prize money to help ensure the top performers participate and at high levels. The Centers for Medicare and Medicaid Services (CMS) have applied this sports theory to its rankings system of Medicare Advantage (MA) and Prescription Drug Plans (PDP) plans. And there's billions of dollars up-for-grabs for healthcare plans.

Feeding Your Narcissistic Customers?

Fri, 01 Feb 2013 09:36:35 -0500

It's still first quarter so technically all of us should still be on the health-kick, and your last few trips to the gym are just ahead this week before you quit entirely by mid-February. (So say the "experts" on all things resolution for the New Year.)

Social Media: A Game-changer For Relationship Marketing

Fri, 25 Jan 2013 05:55:40 -0500

For the past 12 years, my focus and interest has been Relationship Marketing, specifically Patient Relationship Marketing. It has been the allure around building, segmenting, and leveraging a database of qualified patients, usually suffering from disease states where they could benefit from high quality information. DTP and healthcare RM has been an interesting integration of disciplines, converging to create measurable marketing initiatives that demonstrate ROI for brands and businesses.

A Look At Opportunity

Tue, 22 Jan 2013 10:53:26 -0500

The start of a new year brings with it the promise of new opportunities. So, let's take a moment to explore this idea of opportunity and our relation to it. Is an opportunity really something that presents itself to us, as in "when opportunity knocks..."? It could happen. But as marketers, we understand that most opportunities arise from proactively

5 Questions You Didn't Think to Ask About Pew Internet's Health Online 2013 Study

Fri, 18 Jan 2013 15:24:08 -0500

Earlier this week, the Pew Internet and American Life Project released Health Online 2013, the latest in its annual series of reports focusing on some of the ways people find and consume health content online and via mobile.