Could Twitter Be a Recruitment Tool for Cancer Trials?
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
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
Forget Cards and Flowers; Crowdfunding Site Helps Pay Medical Bills
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
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
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
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
Got Concussions? Chocolate Milk Marketing Mania
(Beyond Chron, 07.01.15)
Give yourself diabetes while you’re trying to fix brain damage? That’s the question that came to mind reading this press release from the University of Maryland titled “Concussion-Related Measures Improved in High School Football Players Who Drank New Chocolate Milk.” It touts a product called Fifth Quarter Fresh, a milk-based “post-workout recovery drink” which has 42 grams of sugar per bottle.
IBM Cuts New Watson Deals that Push It Deeper into Health
The company said its work with a medical device maker will help diabetics.
Why Healthcare Content Marketing Is in Need of a Checkup
Far from embracing the value of digital marketing, healthcare organizations prefer to tuck it away in a corner where it can’t bother anyone—and that’s creating problems for the industry.
Mobile Marketing: Dial M for Launch
(Medical Marketing & Media, 26.08.15)
Mobile is the multilayered ecosystem into which all products are now launched, so doing it right is crucial to commercial and outcomes success. James Chase draws on the insights of mobile health experts to compile six key considerations.
“America’s health care system is in crisis precisely because we systematically neglect wellness and prevention.” —Tom Harkin
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
Our Company Needs You: The Rise of Employer Branding
(The Business of Fashion, 30.11.15)
With limited growth prospects on the horizon the industry’s battle for talent is intensifying — and companies are investing in employer brands in a bid to attract the best of the best.
Employee Happiness Is Key Predictor of Loyalty
(Bloomberg BNA, 23.11.15)
Tracking employee happiness can help employers determine which workers are most likely to leave the organization and how to get them to change their minds, according to a report released by Swedish-based employer branding firm Universum.
Enhance the Candidate Experience with Employer Branding
The latest buzzword in human resources and talent acquisition is the candidate experience. The candidate experience refers to the process a job applicant goes through to become an employee. The reason this is so important right now is that once the economy improved, it became a job applicant’s market. The days when a company could get someone way overqualified for relatively cheap are over. Now, candidates are in control and they’re flocking to the job market in record numbers. Many companies are finding it difficult to keep employees and to fill new positions. With candidates in control, they now demand more information to make a decision on whether to join a company or not.
The corporate culture at Jamba Juice is centered on their core values. Health and well-being runs through Jamba Juice’s veins. If you can actively engage individuals inside of a company to build a culture they want to live in, you have a much higher chance of being successful. Personal investment of the individuals of your company, helps move the culture and performance of the company as a whole ahead. There is a large shift in people who want to work for a company that they feel connected to. Using feedback to source your information first hand, you can capture the spirit of each employee, creating the benefits that not only provide a passion to their work, but a corporate culture that drives a happy and productive workforce.
“Employees who believe that management is concerned about them as a whole person, not just an employee, are more productive, more satisfied, more fulfilled.” —Anne Mulcahy