Health and Wellness Branding Digest, February 4, 2016


A Roadmap to Relationship Marketing in Healthcare
(Diagnostic Imaging, 29.01.16)

Successful enterprises and businesses don’t just communicate with prospects and their existing customers on special days. They do it every day. Relationship building is indispensable in today’s competitive world and a vital key to marketing success. The concept aptly applies to healthcare as well, where relationship marketing is a proven way to add value to a practice, build brand equity, and position against competition.


Walmart Has Quietly Become One of America’s Leading Health Destinations
(Business Insider, 27.01.16)

Wellness isn’t just for the elite anymore. In fact, Walmart has a thriving health scene.


3 Healthcare Marketing Goals for 2016
(Health Leaders Media, 27.01.16)

When finalizing your annual marketing strategy, consider how important the digital experience has become to patients, remember that content is still king, and understand that you can make your organization speak powerfully to larger social issues.


Kim Stands Corrected: The Limits of Corrective Promotion
(Medical Marketing & Media, 15.09.15)

“OMG. Have you heard about this?” You’d be hard-pressed to find anybody in healthcare marketing who hasn’t heard about Kim Kardashian West’s July 19 Instagram post advocating morning-sickness pill Diclegis to her 46 million followers. The only thing that could have matched Kardashian’s foray into pharma marketing was a second, “corrective” post on August 30 for the same drug—to repair the damage after a warning letter from the FDA telling Duchesnay, Diclegis’s manufacturer, that the promotion was “false and misleading” by omitting the drug’s risks.


“The first wealth is health.” —Ralph Waldo Emerson


Health and Wellness Branding Digest, January 28, 2016


Warning: Trying to Disrupt Health Insurance May Cause Headaches
(Fast Company, 26.01.16)

Like most of us, Sarah Doody dreaded interacting with her health insurance provider. So the New York-based product designer decided to take a chance in 2014 on a startup called Oscar Health, which bills itself as “revolutionizing health insurance.”


How a Hospital CIO Turns Patient Feedback into Healthy Outcomes
(CIO, 20.01.16)

It might seem strange to compare a patient’s hospital stays to a consumer indulging in the extravagances of a four-star hotels. Yet Yale-New Haven Health System is improving its healthcare services based on real-time patient feedback, collected via tablets, about anything from the cleanliness of rooms to the friendliness of nurses.


How ‘Health Food’ Marketing Contributes to Obesity
(Munchies_Food by Vice, 04.01.16)

People who eat healthy food feel empty inside. Not spiritual or existential emptiness, but worse: the nagging, physical emptiness we call hunger.


What Wearables Can Deliver for Marketers
(Medical Marketing & Media, 26.08.15)

Excitement about wearables like the Apple Watch or Fitbit sometimes fuels unrealistic hype about healthcare marketing opportunities. Wearables do offer rich and impressive possibilities for health, but let’s clarify what they can really deliver.


“It’s no longer a question of staying healthy. It’s a question of finding a sickness you like.” —Jackie Mason


Health and Wellness Branding Digest, January 21, 2016


Mobile Technology’s Impact on Healthcare Marketing
(MediaPost Communications, 15.01.16)

As the population becomes increasingly tech-savvy, more people are taking their health into their own hands, literally, as handheld mobile devices become major tools in seeking healthcare information and even diagnosis. Mobile technology gives physicians the ability to manage patient healthcare more efficiently, and the opportunity to take advantage of peer networks to share resources, counsel, and best practices.


Big Data’s Role in Healthcare Marketing
(iMedia Connection, 05.01.16)

With the transition towards value-based care and payment models, the healthcare industry is experiencing a rapid transformation. To navigate these changes, healthcare leaders need to be able to understand their patient and physician markets as well as corresponding market dynamics to make informed strategic decisions. Today, healthcare marketers are asking how to determine the best targets for a healthcare marketing campaign? Which campaigns have brought positive Return on Investment (ROI)? What metrics are used to define success? These are all questions that can be addressed based on robust data and advanced analytics.


5 New Marketing Trends Brought to Us via Wearables
(Content Standard, 30.12.15)

This is both a fantastic and challenging time to be a brand marketer. Thanks to rapid developments in technology, there are more opportunities than ever to engage and delight customers. Successful branding is no longer about who has the biggest advertising budget; now it’s about who has the most creative ideas. And that’s exciting territory for marketing teams.


From One CMO to Another: What Chief Medical Officers Can Learn from Chief Marketing Officers
(Medical Marketing & Media, 10.09.15)

I had an eye-opening experience recently while working with colleagues on a project for a well-respected Fortune 500 company. Our firm was engaged to create a space—physical and cultural—for innovation.


“Investing in health will produce enormous benefits.” —Gro Harlem Brundtland


Health and Wellness Branding Digest, January 7, 2016


Disruption Complete: Is an End to the Marketing Content Industrial Complex Looming?
(Content Standard, 07.01.16)

Healthcare generally lags behind other industries when it comes to technological advancements in areas not related to the delivery of medical care. The Cleveland Clinic has done a great job of embracing content marketing in healthcare by diversifying its efforts.


E-Cigarette Ads Target Millions of Kids, CDC Says
(NBC News, 05.01.16)

E-cigarette makers are pouring tens of millions of dollars into advertising their wares — and teenagers are getting the message loud and clear, federal health officials reported Tuesday.


Is the FDA Really Slowing Down New Drug Innovation?
(Vox, 16.12.15)

On Monday, I wrote about a new bill introduced by Sens. Ted Cruz (R-TX) and Mike Lee (R-UT) to overhaul the Food and Drug Administration. Among other things, the bill would try to speed up FDA approvals in order to boost innovation and address the current dearth of new drugs in the pipeline.


Brand Development Strategies: Golden Oldies
(Medical Marketing & Media, 26.08.15)

The rise of digital promotion and the need to wring every last drop of ROI from successful products have created a new niche: one with shoestring budgets, little to no sales-force support and competitors ready to pounce. Frank Celia explores late-lifecycle marketing and the companies and brands that manage to flourish there.


“The early pioneers of both wellness and network marketing were motivated by the sense that it was possible to create a better life than the conventional routes offered— better personal health and better economic health, respectively. Now the ‘alternatives’ of yesterday have become the economic powerhouses of today and tomorrow.” —Paul Zane Pilzer


Health and Wellness Branding Digest, December 3, 2015


Panasonic Markets Home Team App to Families
(MediaPost, 04.11.15)

After its initial launch, Panasonic’s Health and Wellness startup is doubling down on its “HomeTeam” app with some new campaigns during the holidays. The app is part of a subscription service that allows people who are at a distance to connect with far-flung family members by reading books and playing games supported by video chat.


Health Care Cloud Computing Marketing to Grow, Experts Weigh In
(iHealthBeat, 27.10.15)

The health care cloud computing market is projected to expand in part because of health care reforms benefiting health IT and the creation of new payment models, according to a new report from MarketsandMarkets, Healthcare DIVE reports.


In ‘Soda Politics,’ Big Soda at Crossroads of Profit and Public Health
(NPR.com, 27.10.15)

Ever wondered how a few companies—namely Coca-Cola and PepsiCo—created multibillion-dollar empires marketing flavored sugar water? Nutrition scholar Marion Nestle, one of the most dogged chroniclers of the U.S. food industry and its politics, did. She was intrigued by the power of Big Soda and how it’s responding to flat sales in the U.S.


How Direct Marketing Must Adapt in Today’s Healthcare System
(Medical Marketing & Media, 10.08.15)

Healthcare has become an amalgam of medical, financial and lifestyle transactions. As patients, consumers face tough decisions as healthcare morphs into a retail-based direct marketplace. Navigating the complexities of both how, when and where medical care is delivered and drugs are prescribed is difficult. Combine this with the mind-numbing array of insurance benefit choices and it’s no wonder that many Americans say healthcare is so complicated they don’t know what’s covered, what it will cost or where is the best place to go to get it.


“A key ingredient in innovation is the ability to challenge authority and break rules.” —Vivek Wadhwa


Health and Wellness Branding Digest, November 19, 2015


Health Care Marketing Moves from Multichannel to Omnichannel
(Ad Exchanger, 12.11.15)

It’s staggering to see the pace at which digital technology is changing the traditional and highly regulated world of health care.


Consumer Adoption of Digital Health Technology Low, Report Says
(iHealthBeat, 20.10.15)

Consumer adoption of digital health technology is relatively low, according to a Rock Health report released Monday, Healthcare IT New reports.


Oprah Winfrey Takes Stake in Weight Watchers as Company Refocuses on Wellness
(Los Angeles Times, 19.10.15)

Oprah Winfrey’s endorsement was once enough to boost books to bestseller lists and send sales soaring of products dubbed her “favorite things.” Now Weight Watchers International Inc. is counting on that influence to propel its waning weight-loss brand past the competition of free diet and fitness mobile apps.


Drugs that Turn Cancer into a Chronic Disease Need New Marketing Strategies: Report
(Medical Marketing & Media, 05.08.15)

The approvals of new medications for some blood cancers have been associated with improved survival rates yet pharma may not fully appreciate the marketing implications of these transformative therapies, according to a report.


“Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” —Peter Drucker


Health and Wellness Branding Digest, November 12, 2015


Pharma Marketers: Don’t Ignore Men
(Medical Marketing & Media, 05.11.15)

As direct-to-consumer pharmaceutical advertising spend continues to increase (to $4.5 billion in 2014, according to MM&M), the billion-dollar question remains: Are pharmaceutical marketers effectively engaging the right audience?


The Growing Connected Health and Smart Home Industries
(iHealthBeat, 27.10.15)

The smart home is an emerging, high-growth market attracting many players, both old and new. With aggressive marketing and word-of-mouth campaigns, smart home products and services are gaining awareness and adoption among consumers. Many purchase one smart device at a time to solve an individual problem, while others purchase through a service provider that offers a bundle of products and services. Currently, about 10% of U.S. broadband households now have some smart home product, service or both.


This Is Your Office, if Ex-Goldman Twins Have Their Way
(Bloomberg Business, 23.10.15)

Last October a New York startup called Delos, run by twin brothers who were once partners at Goldman Sachs, published what may be the most marketable proposition in real estate short of a front lawn overlooking the Fountain of Youth.


With Its Eye on Consumers, Health Care Attempts a Shift from Volume to Value
(Ad Exchanger, 20.10.15)

I used to hear that health care was behind other industries when it comes to digital technology adoption and delivering immersive consumer experiences. It may be behind CPG, retail, finance and travel, but it is by no means slower. The industry is evolving quickly, largely because it is finally putting the consumer at the center of its ecosystem, as opposed to the health system, provider, channel or technology. The moment the consumer becomes the center of an industry ecosystem, the opportunities and the challenges become fairly consistent and industry agnostic.


“We should not look back unless it is to derive useful lessons from past errors, and for the purpose of profiting by dearly bought experience.” —George Washington


Health and Wellness Branding Digest, November 5, 2015


Patient Portals and Missed Opportunities
(MediaPost, 28.09.15)

As value-based care becomes common practice, healthcare organizations are working to increase patient engagement—but are current engagement strategies getting the job done when it comes to improving outcomes long term?


Health-Care Marketing Diagnosis: Endless Opportunities
(CMO.com, 16.09.15)

The health-care IT market is estimated to reach $61 billion by 2020, as more providers leverage technology to offer remote and mobile services and embrace electronic record-keeping and patient communications.


How Is Healthcare Marketing Changing in the Digital World?
(Econsultancy, 20.08.14)

In an industry where the product takes centre stage, how can a company create a meaningful corporate brand that adds value? And beyond the product, what go-to-market innovations can be found in a realm where data security is paramount?


How 3 Hospitals Use Periscope for Patient Engagement
(Ragan.com, 08.07.15)

Several hospitals are blazing trails with Twitter’s live-streaming platform. Let’s look at how three providers are delivering health and wellness to patients via real-time video.


“What’s important at the grocery store is just as important in engines or medical systems. If the customer isn’t satisfied, if the stuff is getting stale, if the shelf isn’t right or if the offerings aren’t right, it’s the same thing.” —Jack Welch


Corporate Branding Digest, October 29, 2015


The Rise of Search Marketing in Healthcare
(PMLive, 22.10.15)

Every single person with access to the World Wide Web does the same thing when they need information – they search. So if this is the first step in our customers’ user journeys— whether they are carers, patients or healthcare professionals— what are we doing to help them?


Millennials’ Online Shopping Habits Are Changing Health Care Marketing
(Crain’s Detroit Business, 14.10.15)

If you don’t happen to be one, and I am not, millennials are much different than the rest of us, especially when it comes to selecting a health care provider—especially a pediatric hospital.


Fitbit CEO and True Ventures’ Jon Callaghan on the Big Fitness Opportunity
(TechCrunch, 22.09.15)

If you’ve ever glanced at your wrist and wondered why so many tech companies are vying for such a relatively small strip of flesh, chances are you’re not thinking big enough. And you’re definitely not thinking like a VC.


Four Simple Ways to Fix Healthcare Social Now
(MediaPost, 11.09.15)

Getting mired in the complexities of social media is becoming something of a sport in healthcare. There’s all the FDA guidance and understanding what medical/regulatory teams do and don’t know. For some teams, the prospect of effectively taking a brand to social is nothing short of an existential crisis.


“An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.” —Jack Welch


Health and Wellness Branding Digest, October 22, 2015


Healthcare Marketing Can Benefit from Design-Based Thinking
(MediaPost, 09.09.15)

One of the most common pitfalls happening in healthcare marketing is that we are becoming the victims of being experts. From wearable devices to educational campaigns and product platforms, we believe dogmatically in new technology, eschew the basics of what created our problems in the first place, and expect the market to immediately embrace our solution.


This Drug Maker Is Using Empowerment and Emojis to Reach Millennial Women
(Adweek, 21.07.15)

Brands creating empowerment campaigns for women is nothing new—there’s even an award for it now. But a pharmaceutical company creating a platform to empower women’s wellbeing? That’s new. And that’s what Allergan is doing with its new campaign, #ActuallySheCan, which ultimately support’s its Lo Loestrin Fe birth control pills.


Dietary Supplement and Natural Product Brand Building: From Lightbulb to Launch
(Nutritional Outlook, 23.04.15)

When Jeff Hilton says “fascinating things” are happening in the supplement space, grab a chair and take notes. An old hand at health-and-wellness branding, the chief marketing officer and cofounder of BrandHive (Salt Lake City) has had both a front-row seat and a backstage pass to the industry’s evolution since Ronald Reagan was in the White House.


Standardization vs. Personalization: Can Healthcare Do Both?
(HIT Consultant, 19.01.15)

Usually when personalization is mentioned in the world of healthcare thoughts jump to genetics and personalized medicine with custom cancer drugs and medical devices. However, there is another type of personalization that can be applied to healthcare, to make each patient feel like an individual, rather than just “one of the masses.”


“Test fast, fail fast, adjust fast.” —Tom Peters


Health and Wellness Branding Digest, October 15, 2015


Top 100 Influencers in Healthcare
(HealthJoy, 29.09.15)

Here’s our list of the top 100 influencers in healthcare on Twitter. These influencers are chosen and ranked based on social media presence and reach, using the number of shares of their posts to determine popularity. Hundreds of thousands of people are already listening to and following the influencers on this list, and if you want to stay informed on the world of healthcare, you should follow them, too.


Follow Web Mogul Arianna’s Lead, and Breathe
(Entrepreneur, 27.08.15)

A recent New York Times Magazine piece featured a photo of Arianna Huffington leading her employees in a group meditation. Now, that’s an idea I can get behind: a culture of wellness that starts at the top.


3 Tools to Build an Effective Hospital Brand Strategy
(Fierce Healthcare, 20.08.14)

The services of a “brand czar” is one of the proven tools hospital marketers can use to build and maintain a strong brand amid the increasingly competitive healthcare environment, according to a new white paper by Smith & Jones.


Millennials: The Rising Generation of Health Hackers
(HIT Consultant, 09.07.15)

We are in the midst of a healthcare revolution; however, one age group known as Millennials has developed a distrust of the U.S. healthcare system and it is driving them to spend more money now to remain healthy in the future. Millennials (ages 18-34) are finding alternative ways to support healthy and balanced lifestyles, using technology to “health hack” and track their health, wellness and fitness. These consumers spend nearly 25% of their disposable income on health and wellness, and splurge on healthier food and clothing products, especially from brands that promote wellness as part of their core mission.


“Mass advertising can help build brands, but authenticity is what makes them last.” —Howard Schultz


Health and Wellness Branding Digest, October 8, 2015


Is Target Becoming a Wellness Dictator?
(Forbes, 27.09.15)

Yes, the proliferation of self-checkouts and the attention-diverting use of smartphones are making impulse buys in checkout lines less of a sure thing. And yet, the front-end is still a big source of soda, candy and magazine sales for many grocers. Target, however, is turning their product assortment at the registers into a statement of another sort—one that promotes the chain’s newfound focus on health and wellness.


The Branding Mind Behind the Obama Campaign Is Now Tackling Health Care at Tech Startup Scanadu
(Fast Company, 20.09.15)

Scott Thomas earned his stripes in visual design—you probably recognize his work from the 2008 Obama campaign and the design of Fast Company’s website—but he’s now heading into new territory: leading product design at the health-focused product startup Scanadu. While abruptly transitioning from one field to another might seem like a head scratcher, Thomas views it as two sides of the same coin. “The fundamental principles are the same,” he says. “Whether it’s a product or a software, you’re thinking about it in the fourth dimension, which is space and time.”


Can Programmatic Be Pharma-Friendly?
(MediaPost, 09.09.15)

Pharmaceutical companies are finding the notion of programmatic marketing a lot more palatable these days. In fact, some of them are jumping in with both feet. Some pharma brands have hired dedicated managers of programmatic ad buying. ExL Pharma hosted its Life Science Programmatic Buying Summit in August to help professionals from pharmaceutical, biotechnology, medical device and generic research companies sharpen learn how to adopt programmatic buying within their organizations. And trading desks are seeing significant budgets from big pharma come their way.


How Branding Can Help Your Workplace Wellness Plan
(Wellness Works Hub, 25.02.15)

Any great workplace wellness plan requires many positive attributes to make it work. That can include the value of the health coaches, the evidence-based recommendations, the employee engagement efforts and more.


“Your brand name and recognition are important. However, to create a lasting and remarkable impression, you must remember that you and your brand are as good as the value you bring to the marketplace.” —Bernard Kelvin Clive


Health and Wellness Branding Digest, October 1, 2015


How Smart Marketing Transformed the Epi-Pen into a Billion-Dollar Product
(NPR, 30.09.15)

NPR’s Robert Siegel talks to Bloomberg Business reporter Cynthia Koons about how the cost of EpiPen, which fights severe allergic reactions, has increased in the past year alone.


Consumers Care About Health and Wellness. Is Your Marketing Keeping Pace?
(Loyalty360, 18.09.15)

Health and wellness are a key priority for consumers. In fact, 47 percent of consumers described themselves as “health conscious” in 2015. That’s up from 46 percent in 2010, according to Deloitte.


The 5 Best Practices for Content Marketing in Health & Pharma
(LinkedIn Pulse, 16.09.15)

The pharmaceutical industry is known for being traditional, conservative, and burdened by regulations and protocols. These regulations make pharma marketers wary of embracing new approaches, including the growing trend toward content marketing. Despite being the term on everyone’s lips, content marketing has been sidelined by the industry either because they don’t fully know how to implement it or because they give up on it after not seeing immediate results.


Getting to the Brain of the Matter: Exploring an Untapped Marketing Opportunity
(MediaPost, 08.07.15)

If the heart, the icon of health, were a brand, it would be Coke. Or Google. Or Wal-Mart. So what about the brain? Right now, it’s the off-brand cola getting flat in the vending machine. And that’s not just a modern issue—the brain has a long history of being dissed.


“Branding gives you an exceptionally effective way to broadcast who you are to your target market quickly and efficiently.” —Rick Haskins


Health and Wellness Branding Digest, September 17, 2015


3 Considerations for Marketing to Savvy Health Care Consumers
(Chicago Business Journal, 17.09.15)

The gap between B2B and B2C health and medical marketing continues to shrink as discerning consumers look for substantiated, proven health benefits, whether shopping for organic vegetables, researching urinary incontinence solutions or comparing breast pumps.


8 Exceptional Examples of Social Media Marketing in Healthcare
(LinkedIn Pulse, 14.09.15)

While the healthcare industry may have once been considered a slow adopter to the world of social media marketing, it’s safe to say that these creative examples of employment branding initiatives are busy making up for lost time.


Marketing Healthcare to LGBTs in the Age of Marriage Equality
(DTC Perspectives, 15.08.15)

LGBTs are becoming increasingly more accepted by mainstream US culture, and brands are taking note. Over time, as LGBT visibility has increased both in the mainstream media and in people’s personal lives through the coming out of friends and loved ones, acceptance of LGBTs and LGBT relationships has grown. We are now at a point in our history where the majority of Americans support LGBTs. According to Gallup, 58% of Americans say that same-sex marriages should be recognized by the law as valid, with the same rights as heterosexual marriages. This increased acceptance has not gone unnoticed by brands looking to attract a customer segment they haven’t specifically targeted in the past.


Caregivers Finally Get to Speak Up
(MediaPost, 02.07.15)

When someone is diagnosed with any type of disease, life changes immediately for the patient, and for the loved one who inevitably assumes the role of caregiver. He or she quickly transforms from being a lover, best friend, and companion to being a living life-support system with a PhD in care.


“You know you are here to do something—to create something or help others in some way. The question is, how can you set up your life and work so that you can do it? The answer lies in your brand.” —Dave Buck