The Amanda Project.

the link out and take in how they target and execute against people's
need to express themselves. It is simple and brilliant. It is not a blog or a community, but a series of individuals. Good user experience, solid on their Value Exchange and overall Value
Proposition, but best in the simple inviting way they ask you to engage.

a while, I have been taking in the emerging world of EHR/PHR, and
trying to decipher the role of marketing within a medical world
dominated by this coming use of patient technology.

Health Records — the V 2 of Google Health
and MSN HealthVault has peaked into reality with KEAS (

offers "Care Plans" that guide you step by step to healthier behaviors
and outcomes. And they have conceived of what was the true missing
piece in the puzzle to make EHR actually usable — content and advice.

Why is it important?

Because once again it shows how technology is now taking over health care. And potentially leaving clients/brands behind. Even as they spend more on this channel, it is potentially slipping away. 

Last winter I saw the Microsoft guy give a
very dynamic presentation on EHR/PHR and the role his company was
playing. My immediate impression? Very smart, but lacking that essential
human insight into how we humans view and "game" our own health like so many
other things, that the current thinking was a 2-dimensional, highly functional tool
but lacking the user experience, content and adherence-related information
to truly help patients.

I guess someone was thinking the same thing.  Probably a lot of people.

Keas, it is called. And though in its infancy, the promise is huge; here are some clips from the article:

Using the Keas system, for example, a person with Type 2 diabetes
might receive reminders, advice on diet and exercise, questions and
prompts presented on the Web site or delivered by e-mail or text messages — all personalized for the person’s age, gender, weight and other health conditions.

Although success is far from certain, Keas has some big partners, including Google Health and Microsoft HealthVault.

 “The goal is not just health care information, but knowledge about
what that means and what action to take,” said Dr. John D. Halamka,
chief information officer at the Harvard Medical School, and a member
of a federal advisory group on electronic health records.

Where does that leave the rest of us? Well, multi-channel marketing is one. And maybe only the acquisition and conversion stages. The mix? No DTC unless it is for database building of users. Probably a major focus on targeted direct mail, email, micro-sites and brand sites and sponsored content.Doctors handled through communities, email and e-Detailing.

How do you build a database, engage a health conscious patient type online build your database and your brand?

Have fun. Get involved. Tell your story. It's basically a brand "owning" compassion. What is more powerful than that?