As the health care overhaul moves ahead, the nation's health insurers are scrambling to reinvent themselves, hoping to boost their image and entice millions of Americans to enroll, some for the first time.
Healthcare organizations are rapidly trying to reinvent themselves in light of the new rules of the game. One could argue it officially started October 1st of this year with Medicare’s readmission penalties. People are calling this the “no outcome, no income” era. While it may look the same from the outside, I can’t think of a bigger change facing an industry. Almost overnight, what a healthcare provider was previously rewarded for (e.g., ordering tests, hospitalizations, etc.) they will now get penalized either directly or indirectly.
As a health care content marketer, do you ever wonder why some hospitals and health care companies get the lion’s share of media coverage, while others struggle to get attention for their health news?
Those who get consistent media coverage know the secret to health news success — forget you’re a content marketer and pretend you’re a reporter. If you haven’t spent time in the ranks of a newsroom before moving to marketing, here are four simple steps from a health-reporter-turned-content-marketer.
This week, the first Strata RX conference will focus on bringing data and health together. Just as in national security (the place where we came up with the Zero Overhead Principle to help combat the lack of tech adoption by overloaded security analysts), there is tremendous opportunity to apply lessons learned in the consumer space to the health care sector. We know the space needs disruption and it is a way to make constructive disruption with a rapid adoption cycle.
“Marketing is dead,” proclaims a recent Harvard Business Review blog post, adding that traditional marketing (i.e., advertising, corporate communications, PR, overall branding) doesn’t work anymore. Consumers are finding more personal ways to make buying decisions and increasingly do not value general “push” efforts (other than perhaps to become aware of a product/service).
But what of healthcare? The perspective in the HBR post helps us understand that traditional provider-dominated sharing of healthcare services is also dead. We’re beyond the point of believing what we’re told, particularly if the person doing the telling is a representative of a company and thereby being paid to endorse a particular product or service.
Consumer engagement, consumer centricity, pictures of the consumer at the center of the healthcare value chain – all are prominent themes in the 2012 healthcare market. However, healthcare payers are just beginning to understand how poorly positioned they are to identify and serve their customers well.
Mango Health for iPhone (which is currently being beta tested) allows users to enter all the medications and nutritional supplements they take either by text or photo. The app then determines any potential interactions between those products and issues the requisite warnings. Mango Health also allows patients to compare themselves to others taking the same drugs or with similar conditions, and offers incentives in the form of points, discounts, and rewards for following doctors’ orders. This product certainly has the potential to improve patient compliance with their medication.
Prostate Assistant is the first app that AstraZeneca has developed for patients rather than physicians. This app allows patients to graph their Prostate-Specific Antigen (PSA) levels, access information on prostate cancer, manage their medical appointments, and record notes. It also enables them to email and call their physician or hospital directly. Two downsides to the product: it can’t measure the patient’s PSA level only record it, and the average age when a man is diagnosed with prostate cancer in the U.S. is 69 – not the ideal demographic for a mobile app.
These new consumers are expected to shop for health insurance the same way they do for a computer or a car – seeking out a trusted brand. Ana Gupte, a managed care analyst for Sanford C. Bernstein Co., says cultivating ...
Today’s health care consumers — baby boomers in particular — are hungry for reliable health content, and more than ever they are using the web to educate themselves. The Pew Research Center reports that nearly 80 percent of internet users go online for answers to health questions.
Perhaps more surprising is the rising role social media plays in consumer health education.
As anyone in the health care marketing industry will tell you, content marketing in that space is a bit behind the times. The lag is due to a combination of factors, including legal and ethics issues, culture, history, and plain old fear.
So, just to get the ball rolling, here is a sneak peek at some of our research findings that we’ll formally release to the public at the event.
An empowered consumer, armed with more information than ever before, is using new information to demand more tailored, customer-centric treatment from practitioners and institutions and from the tools and technology used. This customer demand is starting to move information from large centers accessible only to physicians, researchers or engineers to mobile devices, web sites and social media platforms accessible to nearly everyone.
If a client wants to join Pinterest, we can now sign them up right away. The site had been invite-only since its launch in 2010. However, it still managed to become the third most popular social network after Facebook and Twitter in April.
Followerwonk: Searches Twitter profiles and then ranks the results based on influence, their number of followers, and how many people they are following. This search of genomics influentials is pretty accurate based on our knowledge of the space (And it’s great to see our client Complete Genomics ranked #7!)