Health and Wellness Branding Digest, April 28, 2016


Why Healthcare Advertisers Should Really Consider Women’s Perspectives in Campaigns
(Adweek, 25.04.16)

These days, women make more health and wellness decisions for themselves and their families than ever before. “They really are the chief health officers,” said Lynn O’Connor Vos, CEO at GreyHealth Group. In fact, a 2015 study GHG helped prepare found that women serve as decision makers 94 percent of the time. Given that dynamic, Vos and other experts believe that companies seeking a bigger slice of the estimated $6.5 trillion global healthcare pie would be well served to take women’s perspectives and experience into consideration as they plan and launch campaigns in the marketplace.


How a Millennial Is Marketing Health Insurance to Millennials
(The Huffington Post, 19.04.16)

Have you ever had a screaming match with a Starbucks barista? Torn your hair out on the phone with a Warby Parker representative? Spent days pouring over the intricacies of Netflix? Probably not. But health insurance is a different story.


Massage Envy Changes Its Message to Appeal to Millennials and Boomers
(Ad Age, 12.04.16)

After breaking into the wellness market in 2002 with a service considered by many as a luxury or a health treatment, Massage Envy has rebranded in recent months in an effort to reach millennials and boomers who see wellness as an important part of their lives. And if this move brings in a few more males as well, that’s even better.


Pharma’s Acceptance of Transparency Programs Matures as Reporting Becomes Global
(Medical Marketing & Media, 29.10.15)

The global shift toward disclosing payments made to physicians is maturing and becoming increasingly global in nature, according to the findings of an annual survey conducted by IMS Health. The US is the leader when it comes to requiring pharmaceutical and medical-device manufacturers to disclose payments and other so-called transfers of value they make to physicians and certain other healthcare providers, like teaching hospitals.


“The wellness and prevention market will outgrow the healthcare market.” —Leroy Hood


Health and Wellness Branding Digest, April 14, 2016


Johnson & Johnson Has a Baby Powder Problem
(Bloomberg, 31.03.16)

More than 1,000 women are suing the company for covering up a cancer risk.


CVS Health’s Marketing Chief on Turning the Pharmacy Brand into a Healthcare Player
(Adweek, 28.03.16)

When CVS Health announced two years ago it will no longer sell or stock tobacco-related products, it was a game-changing move for the Woonsocket, R.I.-based brand, one that even received accolades from first lady Michelle Obama. But, according to Norman de Greve, CVS’ svp and CMO, the step was part of a larger strategy that had been in the works for the last decade to shift the brand from being the proverbial “drugstore on the corner” to a “multifaceted healthcare company.”


Many Parents Skeptical of Online Doctor Ratings, Poll Finds
(HealthDay, 22.03.16)

About one-third of parents turn to online ratings in their search for a doctor, but most parents say they aren’t sure they can trust Web-based reviews, new U.S. research shows.


Reel Marketing: Choose Your Own Adventure
(Medical Marketing & Media, 28.10.15)

To date, pharma marketers have viewed interactive video as more or less a curio—a tactic best assigned to next year’s to-do list. But in doing so, they’re missing a huge opportunity to connect in ways that more linear forms of advertising can’t match. By way of IKEA and Coldplay, Mitch Apley explains.


“Wellness is not a ‘medical fix’ but a way of living—a lifestyle sensitive and responsive to all the dimensions of body, mind and spirit, an approach to life.” —Greg Anderson


Health and Wellness Branding Digest, April 7, 2016


Pfizer Tops List of Best Biopharmaceutical Brands
(The Street, 31.03.16)

Pfizer scored the top spot in InterbrandHealth’s inaugural ranking of the top 10 biopharmaceutical brands. The ranking uses analytics to quantify the measurable, financial impact that a company’s brand has on its overall business performance.


3 Ways to Be More Creative with Healthcare Advertising
(Adweek, 27.03.16)

Sewer inspector. Embalmer. Gastroenterologist. Tough jobs for sure. But try healthcare advertising for a week. Just try to be creative in an environment where important safety information takes up :35 of a :60 TV spot, where rules for short-form messaging run 15 pages long, where every print ad, website, banner and video must pass a rigorous risk mitigation assessment by a medical legal review team.


Boomer Hearts Shouldn’t Get All the Marketing Love
(MediaPost, 30.03.16)

Stroll down the cereal aisle in any supermarket, and you’ll practically see flashing neon signs touting heart-healthy benefits, from starbursts to taglines. In case you missed the message, one cereal even forms the shape of a heart that dominates the front of the box.


Novartis: Cardiologists Slow to Advocate on Behalf of New Drugs
(Medical Marketing & Media, 27.10.15)

Cardiologists are less likely to advocate for insurance coverage for drugs to treat their patients compared to oncologists, dermatologists and rheumatologists, who have more experience doing so. This may slow sales growth for Entresto, Novartis’s new heart-failure drug, company executives said.


“Wellness is the complete integration of body, mind and spirit—the realization that everything we do, think, feel and believe has an effect on our state of well-being.” —Greg Anderson


Health and Wellness Branding Digest, March 31, 2016


With the Threat of an Ad Ban Looming, Pharma Is Fighting to Repair Its Reputation
(Adweek, 27.03.16)

When ex-Turing Pharmaceuticals CEO Martin Shkreli smirked his way through congressional testimony in February, refusing to answer questions about how his former company increased prices for Daraprim, a drug used to treat cancer and AIDS, by 5,000 percent, it (understandably) stoked Washington’s and the general public’s ire against the pharmaceutical industry. That same month, Congress introduced legislation to ban direct-to-consumer (DTC) drug ads.


Who Will Lead Healthcare Content Marketing Out of the Dark Ages?
(Content Standard, 19.03.16)

Most people don’t use “diapers” and “healthcare marketing” in the same sentence, but thanks to a chance encounter, I do. Years ago, my son was chosen to model diapers for a major diaper company, and while it was an exciting event it was also illuminating and frustrating.


Is ‘Health System Thinking’ the Future of Healthcare Marketing?
(MediaPost, 18.03.16)

Once upon a time, a smartly dressed sales representative pulled out a cleverly designed sales aid and sat with a doctor to describe the features and benefits of an amazing new product. The doctor was impressed with the presentation, or at least liked the representative enough to write a prescription for her product. Mission accomplished! While this was once a fairly accurate description of how we marketed healthcare products, it’s now just a fairy tale.


Engaging HCPs: Beer or Tacos?
(Medical Marketing & Media, 27.10.15)

As pharma marketers continue on their age-old quest to engage physicians, the either/or choice between reps and digital tactics has largely gone away in favor of programs that incorporate both. At the same time, certain segments of the business are still finding their way in the brave new digital world. Larry Dobrow surveys the scene.


“If you look at healthcare today, it’s all about disease. It’s not about understanding wellness at all.” —Leroy Hood


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


Health and Wellness Branding Digest, March 3, 2016


Expert: Triage Approach Can Build Stronger Health Data Security
(Healthcare IT News, 01.02.16)

Although new IT security solutions appear regularly with promises of a fresh approaches and technologies for protection, Stephen Cobb, senior security researcher with security software maker ESET North America, suggested that healthcare IT leaders look to a medical model for security before buying more security products.


Study: Doctors’ Texts Can Prod Patients to Take Drugs, but Questions Linger
(PBS Newshour, 01.02.16)

A spoonful of sugar may make the medicine go down, but that’s hardly useful if a patient doesn’t remember to take it in the first place. According to a new analysis, there could be a possible solution: text message reminders sent to patients’ phones from the doctor. Researchers found that texts could push people to do better at adhering to their drug regimens and, along the way, save the health system a fair bit of money.


Inbound Marketing Brings Fresh Air to Healthcare
(O’Dwyer’s, 07.10.15)

Inbound marketing, loosely defined as the art and science of drawing visitors to your organization on their own terms (versus obtrusively pushing your messages onto them), represents a seismic shift in the way businesses develop content and market themselves, as well as in the way audiences access and process information.


Cloud Marketing: Faces in the Cloud
(Medical Marketing & Media, 25.09.15)

As the need for more informed conversations with KOLs has grown, so too has the role of medical science liaisons. But as they attempt to bolster trust and familiarity with those audiences, MSLs are challenged by the volume of personalized information they need at their disposal to engage in a meaningful way. Enter—what else?—the cloud. Veeva Systems’ Robert Groebel explains.


“Almost without exception, the best products are developed by teams with desire to solve a problem; not a company’s need to fulfill a strategy.” —Jeff Weiner


Health and Wellness Branding Digest, February 25, 2016


Forget Cards and Flowers; Crowdfunding Site Helps Pay Medical Bills
(ComputerWorld, 27.01.16)

Crowdfunding also addresses systemic issues with the healthcare system.


SharingClinic, to Help Patients Tell Their Stories, Opens at Mass. General Hospital
(WBUR’s Common Health, 22.01.16)

Four years ago, Dr. Annie Brewster had a vision. Brewster, a Boston internist, who was diagnosed with multiple sclerosis in 2001, had become frustrated that a crucial element of medicine — the human connection between patients and doctors — seemed to be lost in the modern era of 15-minute appointments and overly burdensome record-keeping. As a patient and a doctor, Brewster yearned for a therapeutic arena in which patients could tell their full health stories and feel they were actually heard, not rushed out the door; and where doctors, as well, could share a little more with patients.


BMS’ Phelan: The Digital Drug Launch Is Upon Us
(Medical Marketing & Media, 19.10.15)

Examples of big brands altering their commercial approach away from the rep-driven model have often involved mature products. Those in the sunset of their patent life provided drugmakers a haven for experimenting with alternative marketing channels: non-personal promotion, sophisticated CRM.


Understanding Marketing Automation for Healthcare
(O’Dwyer’s, 05.10.15)

Marketing automation is all the talk these days, and for good reason. A March Forbes study found that automated marketing increased the conversion of prospects into qualified leads by 53%, and a Pardot survey of marketing automation users shows that their companies’ sales revenue climbed by 34% on average after implementation.


“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.” —Ann Handley


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 10, 2015


Pharmaceutical Companies Should Be Marketing Drugs to Healthy People, Study Says
(Medical Daily, 02.12.15)

When it comes to medical treatment, we most often think sick people; it just doesn’t make sense why a healthy person would want to pay for drug they don’t need. But a new study out of Johns Hopkins University presents a compelling argument for why healthy people are a large, overlooked potential market for medical innovations.


Health Insurance Marketing in the Age of the ACA
(Marketing Dive, 25.11.15)

The ACA and the rise of consumerism in healthcare has brought direct-to-consumer marketing into focus, and along with serving that influx of inexperienced, new consumers has been the need for education.


FDA Approves Marketing of Smokeless Tobacco Products Through Premarket Process
(Occupational Health & Safety, 11.11.15)

The U.S. Food and Drug Administration announced Nov. 10 that, for the first time, it has authorized the marketing of new tobacco products through the premarket tobacco application pathway.


Patient Education/Marketing Report: Revolution
(Medical Marketing & Media, 25.08.15)

Patient education used to be a cookie-cutter operation: Hire a spokesperson, plan an event and draft a static list of symptoms, then call it a day. But in the wake of groundbreaking campaigns from AstraZeneca and Novartis, the industry may well have to raise its content-creation game—and cede considerable control to super-informed patients in the process. Larry Dobrow reports on the two programs that have raised the patient-ed stakes.


“Just because something doesn’t do what you planned it to do doesn’t mean it’s useless.” —Thomas A. Edison


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