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

Health and Wellness Branding Digest, September 10, 2015

The New World of Healthcare Marketing: A Framework for Adaptation
(Forbes, 06.09.15)

Few would argue that the US healthcare industry is currently undergoing a seismic shift. Just one of the changes facing healthcare is based on consumer behavior shifts as more employees find healthcare independent of their employers. The result is that healthcare companies of all shapes and sizes are faced with a new and startling reality: yesterday’s customer is not tomorrow’s customer. Suddenly, healthcare marketers are expected to deeply understand consumer preferences, create relevant products that meet a changing target’s needs, and produce marketing programs that connect consumer insight to firm performance.

How Content Marketing Helps Consumers Make Sense of Health Insurance Options
(FierceHealthPayer, 19.08.15)

When it comes to shopping around for healthcare products and services, effective marketing can make a world of difference for consumers who must sift through the overwhelming amount of information in the decision-making cycle, according to a Medical Marketing & Media article.

Biotech Report: Will Gene Therapy Go Mainstream?
(Medical Marketing & Media, 28.07.15)

Within the healthcare marketing community, gene therapy is an object of intense fascination. In understanding the potential curative promise of such drugs, marketers have fallen over themselves to tout their virtues and rip off list after list of “best practices” for promoting them—even though it’s hard to codify best practices when so few of the products have actually reached the market. Nonetheless, you’d be hard-pressed to find even a C-list pharma marketer who hasn’t long since awakened to the eventual virtues of gene therapy. Enthusiasm within the scientific and investment communities couldn’t be higher.

Social Media Considerations for Healthcare Marketers
(MediaPost, 17.06.15)

Social media is a pivotal element in healthcare marketing, and an essential tool for patient education and relationship development. It’s also a de facto customer service platform, and therefore both a vital channel for and potential impetus to crisis communications. If it hasn’t already happened, soon someone will try to tweet for emergency care, expecting immediate response.

“If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.” —David Aaker

Health and Wellness Branding Digest, August 27, 2015

Editor’s Desk: Off-Label and On the Record
(Medical Marketing & Media, 23.07.15)

Taking a look back at what’s happened—and what hasn’t happened—on the healthcare communications policy front so far this summer.

5 Mobile Patient Engagement Benefits Beyond Remote Check-Ins
(Clinical Leader, 18.06.15)

The rise of transformative technologies from EMRs to wearables is quickly making mobile devices a very real part of a person’s health care journey. Ninety percent of Americans now own a mobile device, and they spend an average of 43 minutes per month on those devices, compared with just 22 minutes at an average doctor’s visit. Mobile devices make information instantly available to far more people than traditional desktop computers ever did. In fact, for the first time, people are searching for information more on mobile devices than on laptops or desktops, according to Google.

Relationships Need to Adapt, Too
(MediaPost, 05.06.15)

We live in a multifaceted and complex time for healthcare. It seems like more people are getting ill with chronic and terminal conditions, and there are more challenges to getting the proper care. So the need for creating healthcare communications and experiences that respond to these challenges has gotten more complicated as well.

Back-to-‘Biogen’ Shift Signals Wider Industry Branding Trend
(Fierce Pharma, 11.05.15)

Biogen’s recent change back to its original name–from the decade-old merger name Biogen Idec–made sense in many ways. Along with the nod to its biotech founding heritage, most people already called the company simply “Biogen,” anyway.

“Your brand is a gateway to your true work.” —Dave Buck

Health and Wellness Branding Digest, July 2, 2015

New York State Gets Wellness Marketing Right with Anti-Smoking Ad Campaign
(MediaPost, 23.06.15)

New Yorkers are now breathing more freely, thanks to the decrease in tobacco use among its population, but getting there has been a difficult, 10-year-long process. While the national adult smoker population lingers at 18%, New York stays below that mark, owed much in part to the state’s dedication to anti-smoking campaigns. While it’s still an ongoing battle, there’s much to be learned by New York’s effective quest to decrease tobacco use, especially in the multicultural space.

Why More Companies Today Are Embracing Wellness
(AdWeek, 21.06.15)

Even Don Draper meditates. And when he does, the fictional ad titan comes up with a seminal feel-good commercial for Coca-Cola that teaches the world to sing in perfect harmony.

Marketing at 24 Frames per Second
(Medical Marketing & Media, 02.04.15)

When I say to my colleagues, “We need to do more video,” I don’t just mean that we need to make more videos. I mean that we as marketers need to live, breathe and think video with every brand and message we create.

Why Storytelling Is a Powerful Tool for Hospital Patients
(PRWeek, 26.03.15)

John Englehart, CMO for the Hospital for Special Surgery, talks to Lindsay Stein about how powerful storytelling is a key tool for patients.

“As social is where consumers’ eyeballs are, businesses must take ownership of their online company profiles.” —Ryan Holmes

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, June 4, 2015

Fitness and Health Market Opportunities for Wearables
(iHealthBeat, 07.05.15)

Today, roughly 30% of U.S. broadband households own a connected health device, which includes approximately 15 million households that have a connected fitness or wellness device, such as a fitness tracker, a weight scale, or a sports watch with heart-rate/GPS functions. Adoption rates are increasing, particularly among high-income households, where more than one-third own a connected health device, and by 2016, more than 32 million U.S. consumers will actively track their personal health and fitness online or via a mobile device.

Why Hotels Should Bet on Wellness Amenities for Business Travelers
(Skift, 07.05.15)

Fast, free WiFi, a hearty breakfast and a convenient location are among the perks today’s business traveler relies on to be her most productive.

Health Data Ushers in a New Era for Healthcare Communicators
(Medical Marketing & Media, 06.04.15)

One year ago this week the US Department of Health and Human Services implemented a new rule giving Americans access to their personal laboratory information without first requiring the approval of their healthcare provider.

Health Care Marketers Missing Local Search Ad Opportunities
(MediaPost, 24.03.15)

Health care marketers are missing an opportunity to connect through search engines–Bing, Google and Yahoo—with local residents and visitors looking for services. Industry marketers will spend more than $10.7 billion on local advertising in 2015, representing 7.8% of the $137.9 billion total local advertising market—but only a small portion goes to local search ads.

“Marketers know—no matter how deep the emotional connection or brand loyalty— when a product does not perform, rational thought overtakes emotion, and most consumers make a new choice.” —Mark McKinnon

Health and Wellness Branding Digest, May 21, 2015

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.

7 Companies with Amazingly Unique Corporate Wellness Programs
(Mashable, 15.05.15)

Corporate wellness doesn’t have to solely consist of health scans, gym memberships and reimbursements. There are more creative ways of cultivating a healthy office environment.

Patients and Physicians on Using Technology and Sharing Information
(MediaPost, 27.03.15)

Technology is advancing how medicine is practiced, giving patients the chance to participate more fully in their healthcare. These new developments have the potential to elevate the provider-patient relationship, and are being welcomed, for the most part, by both groups.

Viewpoint: Putting Analytics into Commercial Strategy
(Medical Marketing & Media, 27.02.15)

Data. The life sciences industry has a lot of it. The widespread adoption of cloud computing has led to exponential growth in data mining, yet for the most part life sciences lags behind other industries in putting this data to good use in its commercialization strategies.

“The heart and soul of the company is creativity and innovation.” —Bob Iger

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

Health and Wellness Branding Digest, April 23, 2015

As Consumers Access Health Data, a New Market Emerges
(Forbes, 22.04.15)

Whether by gathering data from your gut, your womb, or your head, new digital devices are designed to track wellness in ways that could transform how individuals manage their own health. Four leaders of the emerging “Internet of Bio Things” market joined Buzzfeed News reporter Stephanie Lee on stage at Techonomy Bio 2015 for a discussion about how they aim to improve consumer access to health data, and what will render that data more than just a curiosity, and truly useful.

Researchers Find Safety Disclaimers Do Not Register with Consumers
(Medical Marketing & Media, 03.03.15)

Researchers at Brigham and Women’s Hospital, a teaching hospital affiliated with Harvard Medical School, took a look at weight-loss supplement disclaimers—”This statement has not been evaluated by the Food and Drug Administration”—and did not like what they saw.

A Call to Health and Wellness Brands: Dare to Be Authentic to Be Effective
(MediaPost, 29.08.14)

We’ve all seen it before—exaggerated or unfounded claims tied to health and wellness products in an attempt to appeal to health conscious consumers. So it wasn’t too surprising when Dr. Mehmet Oz began hyping the alleged fat-burning effects of various supplements. However, the cacophony of criticism (including even a congressional hearing) that arose from both consumers and regulators as a result, was noteworthy.

Health & Wellness Within the Wearables Market
(Twice, 26.08.14)

The wearables market represents a significant new market opportunity for device OEMs. Fitness and health trackers currently represent the most popular category within the wearables market, and product models can range from low-end, simple pedometers to high-end, multifunctional trackers with integrated heart rate monitoring and GPS functions.

“When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages the brand to provide better service, customer service to do a better job and consumers to actively show their gratitude.” —Simon Mainwaring

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!
(, 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