Media Matters
Content is king, but media matters. Know your target, their environment, and how they get information. Recent, smart example: In India, frequent power outages lasting as long as 14 hours in big...
View ArticleFrustrated Customers? Data is the Answer!
Creating relevant customer experiences is essential to driving brand preference, loyalty and growth. A good customer experience is your competitive advantage in the market, your ROI, and your...
View ArticleGaming in Healthcare Marketing – New Opportunities
Stumbled upon this and thought it was cool. The UK Science Museum is featuring an exhibit exploring the future of pain management that includes a game in which players “blast away” pain using...
View ArticleHealth Monitoring with Mobile Apps
Simple home screening products, such as glucose monitors, have given patients much more control of their healthcare at lower expense. Likewise, they have empowered patients to better decide when –...
View ArticleReal-Time Marketing: Opportunities in Healthcare?
Discussions about real-time marketing (RTM) have dominated recently. RTM is a tactic marketers use to capitalize on anticipated and unanticipated moments in real-time. Oreo® may be the most...
View ArticleBig Box Stores Expand Health Screenings
Those who know me well, know about my love affair with Costco. In the checkout line a few weekends ago, I heard the person behind me talking about a health kiosk she saw at her local Sam’s...
View ArticleNew Use of Celebrity in Cause Marketing for Health
Many emotions can motivate people to contribute to causes – sympathy, anger, fear, and of course, personal belief and interest. A smart new campaign targets a surprisingly different triggers:...
View ArticleTraveling Light
As a regular international flyer, I have a lot of experience with jet lag. Most recently I did a New York-London- India-Spain-Italy trip. Even with the best of hospitality from...
View ArticleContent Marketing Connects Deeper With Consumers
Top companies like American Express and Procter & Gamble are engaging in content marketing to foster a stronger connection with their consumer base. The content isn’t focused on...
View ArticleCreating Unexpected Brand Experiences
At last count, Starbucks has 600 stores in China and plans to open 900 more by 2015. By next year, it will be the company’s second-largest market – surprising, given that China is the...
View ArticleSleep Better’s Spot the Differences is Interactive Advertainment
If you ever hung in a college dive bar, you probably know the game Photo Hunt. I was reminded of the game with this Sleep Better video, challenging viewers to “Spot the Differences” in a split-screen...
View ArticleHow Brand Ideals Impact Growth
I recently finished Jim Stengel’s book Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, in which he explains that the 50 fastest-growing businesses from the...
View ArticleA Message Only for Children
An unusual top listing in AdAge’s Viral Video Chart a few weeks ago: a campaign against child abuse by Spanish non-profit the ANAR Foundation (Aid to Children and Adolescents at Risk) was recently in...
View ArticleCleveland Clinic Leads Healthcare in Content Marketing
While pharma companies continue to struggle with the regulatory hazards of social media, major hospitals are mastering the use of online channels to engage patients and enhance reputation. Cleveland...
View Article10 Most Innovative Healthcare Companies
Fast Company recently released its 2013 list of the World’s Top 10 Most Innovative Companies in Healthcare. “Innovation” seems to be the buzz word of the moment, but what’s innovative to one...
View ArticleThe Unlikely Healthcare Innovator
Cool story. A 15 year old high school student has created a near-perfect screening test for pancreatic cancer – and it costs about three cents and takes about five minutes to deliver a result....
View ArticleSEO Strategy: Snickers Gets Creative. Can Healthcare do the same?
A cool, unexpected way to leverage search to drive customers to your brand. A few weeks ago, Snickers ran an SEO (search engine optimization) campaign targeting people who misspelled words in...
View ArticleThe Evolution of Mobile Apps in Healthcare
UK-based EI Technologies is developing an app called “Xpression” – an “emotion-sensing” smartphone app that generates a “mood diary” and sends data to psychologists. Basically, if you sound too...
View ArticleWinning Apps in Healthcare
Lyfechannel, a company specializing in translating evidence-based health behavior and adherence studies into mobile patient experiences, recently won the HealthFinder.gov mobile app...
View ArticleWhat Makes a Compelling Healthcare Video?
There are a handful of unwritten rules when it comes to producing online video: make it entertaining, get to the point, keep it under three minutes or viewers will get bored, and even better – create...
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