In 1964, media visionary Marshall McLuhan coined the indelible phrase “the medium is the message,” all but predicting the Internet and how advances in communications technology would come to shape the symbiotic relationship between what is said and how. The ascendency of digital, social, and mobile has progressively empowered once-passive consumers, now equal partners in content selection, redistribution and even creation. The good news is that digital channels provide unprecedented opportunities for targeting and personalization; the bad news is audiences now control how and with what they engage, tuning in and out as they desire.
Healthcare marketing is not automobile marketing but there is something we can learn from the Ram campaign. How can we create campaigns that go beyond the ephemerally provocative, to those that create legacy? How can we use our unique platform to do good?
saludmóvil a bilingual and mobile medical, health and wellness destination has officially launched.
The customer relationship management (CRM) market has exploded in recent years, particularly among retailers, business and financial services companies, and technology companies. Not on the list? Healthcare.
When it comes to making changes to health and wellness behaviors, sometimes people need a little push. Changing your consumers’ habits is not an easy thing to do; oftentimes, it requires some coaching.
A new survey of Hispanic Baby Boomers conducted by health and well-being company Humana Inc. revealed that despite notable barriers, many Hispanics age 55 or over have a positive outlook on their health and are strongly motivated to stay healthy, with almost half of the respondents reporting they don’t feel old and still have many goals they wish to accomplish.
The patient as the consumer. You’ve heard this one before. Additionally, you’ve probably read about how you, as a healthcare marketer, need to view patients through that lens from now on. But how do you actually turn that insight into action? Before answering that question, we should be asking ourselves how accurate the “consumer” label is.
“Listen to your customer” is a business truism that approaches cliché, but the consequences of not adapting commercial models to market shifts can be severe. By Brian Fox and Paul Magills
Biopharmaceutical manufacturers have been reliant on the in-person sales rep model for so long, with just tentative experimentation with multichannel marketing over the years. So what is making the tide turn in favor of multichannel marketing?
To bridge this gap, healthcare professionals need to establish and communicate programs that are mindful of the unique medical needs of these patients and what support is necessary to make the process easier.
Every good marketer knows that the most successful brands don’t sell products; they sell identities and values. For health and wellness products, those revolve closely around lifestyle.
Health literacy is a growing concern for all of us who produce content, especially marketers seeking to drive patients to treatment, improve adherence, change behavior, and manage disease. By Beatriz Mallory, Vice President / SensisHealth
The days of influence marketing solely backed by celebrities or public figures are long gone. Today, people publish their own opinions and find their voice online by publishing blogs that carry influence of the same caliber, if not more. Bloggers can engage on a personal level, strengthening influence with their audience, and in fact we are seeing higher engagement rates in some cases vs. paid advertising. But how do health marketers create an “influencer campaign” and where to start?
We’re in a new era of health consumerism. Patients are making informed decisions about their own health and demanding better access and communication from healthcare providers.
Post 3rd Open Enrollment CMS figures by ethnic & racial group are yet to be published by CMS, however, as of last Fall, most states had yet to enroll more than half of their Hispanic & African American uninsured ACA eligibles. But surprisingly, Multicultural segments eligibles are surprisingly less risky than White Non-Hispanic eligibles.