Health and Wellness Branding Digest, June 25, 2015


Marketing Clinical Research
(Natural Products Insider, 18.06.15)

Clinical trials are a vital part of the marketing messages supplement companies use to connect with and educate consumers, but regulations and study design are factors to be considered before marketing or research begins. As marketing goals increasingly demand the use of health benefit claims and regulatory agencies increasingly take action against violative claims, it is important for marketing goals and personnel to be involved in the process of clinical study design.


Is Legacy Healthcare Marketing Obstructing Healthcare Consumerism?
(LinkedIn, 12.06.15)

It’s well documented that the healthcare consumer and patient is actively engaged in searching for quality and price information when selecting healthcare providers. Social media, web sites, mobile apps and other channels play significant roles in the consumer informational quest. Each day more and more disruptive innovation takes place that brings the data healthcare consumers need to the forefront in spite of hospitals and health systems. News coverage by electronic and print channels is also intensifying the pressure for price and quality transparency.


5 Ways Providers Can Improve Marketing in the Mobile Age
(Health Data Management, 10.06.15)

The age of consumer empowerment has arrived in the healthcare industry. Medical patients are now acting like informed customers. They’re using digital and mobile technology to research doctors and become more informed of healthcare choices. They expect providers to make it easy to learn about their credentials, read patient reviews, and book appointments online.


Biosimilar Uptake Will Require Companies to Tell a Trustworthy Backstory
(Medical Marketing & Media, 12.03.15)

Novartis still has to win a patent-infringement lawsuit before it can sell Zarxio, the first biosimilar to receive FDA approval, but experts and advocates indicate the potential rollout of the drug is less important than the fact that the approval has smoothed the way for the four biosimilar applications in front of the FDA.


“Details create the big picture.” —Sanford I. Weill


Health and Wellness Branding Digest, June 17, 2015


Health Care Transparency Should Be About Strategy, Not Marketing
(Harvard Business Review, 21.05.15)

Health care organizations need to re-think their concept of strategy to thrive in a marketplace driven by competition on value – how well they improve patient outcomes and reduce costs. That re-thinking begins with clarifying what the organizations are truly trying to accomplish, and for what “customers,” and how they are going to distinguish themselves from competitors and offer a unique value proposition.


How One of Healthcare’s Hottest Startups Avoided Being a Middling Wellness Company
(MedCity News, 20.05.15)

More healthcare startups need to talk about their pivots: the moments when the idea they first started with crumbles and – through sheer force of the marketplace – is changed to what business should have been all along.


Finding Humanity at the Intersection of Health and Technology
(MediaPost, 10.04.15)

Over the last few months, there’s been increasing excitement around the innovations in health tech. You know health tech is at critical mass when it hits center stage at SXSW, and the Apple ResearchKit introduction promises to bring together personal healthcare data from a huge proportion of the population. With all the hubbub around the latest innovations, it’s important to identify the human stories at the center of the technology, which supports why the technology isn’t only inevitable, but necessary.


Healthcare Professionals: Chaos Breeds Opportunity
(Medical Marketing & Media, 03.03.15)

Physicians are under the crunch, make no mistake. The modern-day rigors of running a practice, such as maintaining electronic health records (EHRs), complying with legislation, checking formularies and dealing with digital correspondence are increasingly eating into their time for seeing patients and keeping up to date with clinical science. The good news is that they could use some help. The even better news is that they are open to receiving help from pharma companies. Unfortunately, pharma’s offerings to date have been a little spotty. And so doctors remain overwhelmed, yet under¬served. And therein lies the opportunity.


“We cannot solve our problems with the same thinking we used when we created them.” —Albert Einstein


Health and Wellness Branding Digest, May 14, 2015


Corporate Wellness: How Health Improves the Bottom Line
(Forbes, 13.05.15)

It seems every time we turn around there is a buzz about “corporate wellness.” I have heard it so many times that I wonder if people are becoming skeptical and leery of it being a marketing ploy. However, I know the importance of health in business as I practice a healthy lifestyle and know the positive impact on my bottom line.


Pharma Moves Into Digital Health
(MediaPost, 05.05.15)

The announcement that Novartis and Qualcomm Ventures have formed a joint venture to invest $100 million in digital health is significant and suggests that big pharma is transitioning from talk to action in the strategy to “move beyond the pill.”


Editor’s Desk: Trials and Innovations
(Medical Marketing & Media, 27.02.15)

These days it’s not uncommon for a pharmaceutical company to launch an innovation unit. AstraZeneca and Pfizer have them, for instance, and the groups are tasked with applying digital technologies and services to problems facing the industry.


FDA Clarifies the Line Between Wellness and Regulated Medical Devices
(MobiHealthNews, 16.01.15)

As promised in its FDASIA report, the FDA has published a draft guidance document that aims to help those creating wellness devices and apps to better understand when their product (or their marketing claims) crosses over into regulated medical device territory. As always the agency is seeking comment from the industry and the public on their new draft guidance for the next 90 days.


“Business has only two functions: marketing and innovation.” —Milan Kundera


Health and Wellness Branding Digest, April 30, 2015


How Storytelling Can Power a University Health System’s Content Marketing
(Content Standard, 24.04.15)

Everybody loves a great story, whether it’s an old high school #ThrowbackThursday photo on Instagram, breaking news from CNN, or tips on how to stay healthy when balancing work, family, and social life.


How Health Wearables Enhance Telemedicine
(Healthcare Innovation, 29.04.15)

Consumer technology is increasingly integrated into our everyday lives, changing and improving the way we live, work and play. Text messages can now be sent via watches, and toothbrushes are being transformed into gaming consoles. We are seeing the digitization of everyday objects right before our eyes.


Hospital Yoga and Other Marketing Targeted at Women: Does It Work?
(Healthcare Dive, 17.02.15)

According to the US Department of Labor, women make approximately 80% of healthcare decisions for their families. In an effort to meet their needs, some hospitals are beginning to offer luxury services or other amenities for women, in addition to top-notch medical care. The Ripa Center for Women’s Health and Wellness at Cooper University Health Care in New Jersey is a multi-specialty center that focuses specifically on women’s healthcare.


Nothing (Im)personal
(Medical Marketing & Media, 01.02.15)

You’d have to search long and hard to find an industry with a marketing moniker as hopelessly outdated and misleading as “non-personal promotion” (NPP).


“Technology will definitely solve all our problems, but in the process it will create brand new ones. But that’s O.K. because the most you can expect from life is to get to solve better and better problems.” —Scott Adams


Corporate Branding Digest, April 27, 2015


Corporate Journalism: A Catalyst for Better Storytelling
(Bloomberg BNA, 24.04.15)

There’s a lot of hubbub around “content marketing” these days. That phrase may be new, but the truth is marketing has always been about content. What’s changed, of course, is the delivery, as the digital era has turned everyone into a publisher.


The Key to Brand Storytelling Isn’t Telling, but Showing
(Content Standard, 16.04.15)

Today’s skeptical consumers don’t trust companies to be objective about their own products. But they can be influenced by a powerful example or a great story.


How to Make Your ‘Employer Brand’ Shine and Attract the Best Tech Talent
(Fast Company, 16.04.15)

How can your company up its employer brand? Here are some key lessons from the top five winners in the technology industry this year.


Let’s Get Social: Craft a Strategy to Create Powerful Brand Advocates
(Entrepreneur, 07.04.15)

It’s with good reason that 93 percent of marketers use social media for business—with more than 1.15 billion registered Facebook users and more than 550 million registered Twitter users (and many, many more users across other networks), it just makes sense to reach people through the medium. However, just because marketers are on social media doesn’t necessarily mean they’re using it correctly.


“Nobody has ever built a brand by imitating somebody else’s advertising.” —David Ogilvy


Health and Wellness Branding Digest, April 16, 2015


Shifting from Weight Management to Wellness
(Food Business News, 01.04.15)

Consumers are thinking less about weight management and more about wellness these days. The result is both food and beverage manufacturers and retailers are reconsidering how they present products to the market.


Mobile for Wellness? ‘App’-solutely!
(Workforce.com, 26.03.15)

You can’t have a wellness program without wellness apps. At least not in 2015.


Gen Y Battling for Balance, Wellness and Less Tech
(MediaPost, 16.02.15)

What does Gen Y really want, in addition to the latest smartphones and all the tech they can handle? Balance, a break from their phones, and escape from technology. Those are among the findings of Mindful Millennials, a new survey from digital health and wellness media platform MindBodyGreen.


Mobile Marketing Report: The Wellness Game
(Medical Marketing & Media, 01.02.14)

Pharma has solved, or at least cut down to manageable size, many problems. Once-feared diseases have been rendered impotent. Bona fide health scourges have been sent the way of the dodo bird. And yet one problem remains frustratingly, intractably resistant to just about every potential antidote: adherence.


“We should focus our efforts on creating environments for our innate psychological needs to flourish.” —Daniel Pink


How Salt Lake City and Utah Became the New Gold Standard

Boston Public Library

[Originally posted on Forbes.com.]

Austin envy is alive and well, especially on the heels of another jam-packed SXSW, but suddenly Utah is looking like the new benchmark for business and quality of life. A rash of new studies and rankings is proving that the Beehive State, and especially Salt Lake City, is increasingly the place to be.

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