Health and Wellness Branding Digest, March 17, 2016

Could Twitter Be a Recruitment Tool for Cancer Trials?
(HealthDay, 03.03.16)

Twitter might help boost the number of cancer patients who enroll in clinical trials of potential treatments, a new study suggests.

Direct-to-Consumer Pharma Ads in the Crosshairs
(Health Leaders Media, 02.03.16)

You wouldn’t think Triumph the Insult Comic Dog would have any relevance to the debate about pharmaceutical companies using direct-to-consumer advertising, but a video clip promoting the sardonic puppet’s 2016 election special on Hulu proves otherwise.

The Programmatic Movement: A Programmatic Primer
(Medical Marketing & Media, 26.10.15)

Programmatic buying has started to take over the placement of digital ads, to the tune of $15 billion in 2015 sales. Is pharma in the process of following suit or will concerns about privacy and fraud dampen industry enthusiasm? Barbara Peck assesses the pros and cons.

In Healthcare, Focusing on Your Marketing Niche Is Key
(O’Dwyer’s, 09.10.15)

Healthcare marketers are faced with many challenges in today’s ever-changing landscape, and we can expect the industry’s complexity to only grow. Working closely with CMOs and other senior marketing executives — spanning HIT, hospitals and care facilities, life sciences, pharma services, and medical devices — we help a broad array of companies across the healthcare spectrum tell their stories, generate awareness, position themselves as leaders and tout the benefits of their products and services.

“Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition.” —David Aaker

The Marketing Genius of Brand the Donald

Gage Skidmore

[Originally posted on the Huffington Post.]

For any serious student of marketing and media seeking a perfect pop culture storm, I give you the man currently dominating the race to be the U.S. Republican Party’s 2016 presidential candidate. Before Donald Trump wisecracked and bad-mouthed his way to global media prominence as the political maverick of the moment, he had already had a decade of celebrity as the host and hard-assed boss of the reality show “The Apprentice.” And before that, he had made megabucks as a real estate developer and dealmaker.

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