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health

An Enduring Content Strategy and Mission Statement about Death and Humankind

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“…Any man’s death diminishes me, because I am involved in mankind…” Working in healthcare is more than selling or marketing or manufacturing, it is about life, death, health and hope. If you work in healthcare, you need to know of this enduring content and its resonant power across the centuries. Have any of you read John Donne’s poem “No Man Is An Island”? Or “Death Be Not Proud”? Whether you have or not, what is amazing is that although his poems are over 350 years old, most of us, across the generations have heard or used a phrase or two from them.  In many ways, many of his words ring true to why we do what we do when you…

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Part 2: HCP Marketing: The enemy is Time

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Summary: On Part 1 I posted last week, I stated a number of factors that focused on why HCP’s are so hard to impact and engage these days. Yes there is plethora of means to do so, but there are also many barriers. The main one is they have no time! This post focuses on the App-mania…the challenges HCP’s face as they try to work with their patients, satisfaction ratings and Outcomes. Let’s look at mHealth App-Mania as I like to call it. Reports say upwards of 50% of doctors recommend Apps…yet only a slightly lower % also report they get bombarded by their patients FitBit etc, data. The mHealth App world is a train wreck, only now starting to…

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Part 1: HCP Marketing: The real enemy is Time & poor Customer Experience

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Summary: My last Linkedin entry spoke to the Omni-channel doctor. How did they become Omni-channel customers? What market forces have made them information-grazers? What can we do about it? There are many reasons – several of which I lay out here for discussion. This topic is complex and thus I am breaking it into several parts. This is Part 1. Healthcare Professional marketing today? We’re in the age of No See, No Time, No idea what will work. If you are thinking of embracing Customer Experience as a holistic, grand and somewhat empathetic strategy, we need to understand that HCP’s are facing more difficult demands and challenges than ever before. What kinds? What does it mean? This past few weeks,…

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H2H Marketing in Biopharma: A Utopian ideal, naivete or the inevitable and needed conclusion.

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So what happens when Biopharma deploys all the digital/multi-channel technology it is investing in? A vessel without a mission is one adrift. You won’t just be crunching data, blasting emails and refining Segments, you will be speaking with people, on their terms and with their own specific emotions and motivations. Time to talk about H2H. H2H, in simplest terms, is approaching marketing from a profoundly human, empathetic, authenticity-based common sense approach. It is the wrapper around the technology. Why is H2H important to know about? Because to ignore it is to court failure of the greatest magnitude and to embrace it is to pave the path to a future where healthcare is truly patient-centric and our industry reputation goes from…

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I hate predictions, so here goes!

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Don’t you feel it? Everything seems to be moving faster. Have we sped up? No, we are being led by the Speed of Digital. When the Unilever head of marketing, worldwide, declared “Digital is dying,” he made it clear it was dead as a  separate “thing” or media or channel: it is ubiquitous. That it true. My old boss, Charlie Tarzian once told me, in the year 2000: the Internet is elastic, you make of it what you want. For all of you who study and read our industry, sometimes a moment occurs when the lens comes into focus. I would say that the paths and predictions I see emerging are: A 5-screen world (the 5th being your car…scary, I…

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CRM Registration questions: What is “perfect” number? Does “Drip-Drip” method work?

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When it comes to patient-CRM programs, are they really successful? Is it about getting your “Best” customer? Or the most customers? Or is it a balance?  Also, if the registration form and Value Proposition are not strong enough, are you wasting your money? At lunch, I was thinking whether Biopharma should really do Branded CRM, because despite our best efforts, we were just too rigid and regulated to do it right.  What caused this judgement was recounting a true story of a registration debacle; but as I was telling the story, I realized not much had changed. I had witnessed the same mistake only a year or more earlier. It made me want to see what other professionals thought. But…

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Is Biopharma in or out? Shaping the New Healthcare Eco-system.

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It’s like a small earthquake occurring in the Biopharma/LS Industry. But an earthquake nonetheless! As usual, we start with the tumult of reports, trends, the content angst of “Change”… Start with a report from a Big 4 Consulting firm saying, “The silos must come down!”, and then another from Manhattan Research saying, Top Trend for 2014*: “Continuity of Care continues to build, meaning many points of care…”; or another Manhattan Trend, “Customers proliferate, demanding a coordinated approach.” Then you read some out-of-left-field news that Samsung is going to produce an Rheumatoid Arthritis drug and app to support it. And here’s a view of some of the non-Healthcare players moving in: The Healthcare Eco-System is breaking apart and coming together. Where,…

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Better outcomes = Managing the Entire Customer Experience. ZMOT, UMOT and the Patient Journey

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Change brings out the best, worst and everything in-between in both people and companies (after all, according to Citizens United, companies are people.) Pharma, health care in general, hospitals, ACO’s, all are now forced to share the same overarching objective: patient outcomes. This shared objective has become the single greatest stimulus for panic, opportunity and innovation I have ever seen. Many among us thought digital changed everything! (It did.) But “outcomes” and “Meaningful Use 2/3” are seminal moments of change that are radically altering the landscape of how we think, how we sell, how we create and keep our customers. So consider the simple yet confounding formula everyone is wrestling with:  better outcomes = managing entire customer experience. This post is…

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