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November 18, 2021 0

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It’s clearer than ever — health inequities exist, and they need to be addressed. So how can we, as marketers and content creators, help bridge the gap? Which methods and strategies are most impactful?

In this Q&A, Verywell’s Chief Medical Officer, Jessica Shepherd, MD, shares her thoughts on creating positive change and evolving our thinking around how health content is created and disseminated to be inclusive for all audiences.

Verywell: What has happened over the past 18 months to bring health inequities to center stage?

Jessica Shepherd, MD: The COVID-19 pandemic shined a strong light on American health disparities — we saw firsthand differences in access to testing, care, treatment, and more across communities and populations.

At the same time, we saw the mighty power of information in narrowing the existing gap. We needed technology and reassuring messaging to empower people and drive them to take action, whether it was getting tested, staying home, wearing masks, getting vaccinated, or seeking help.

These events were eye-opening in these regards. They highlighted existing health inequities and the power — and responsibility — that we, as health information disseminators, have to address them.

At Verywell, we did our part by providing information that was credible, easy-to-understand, empathetic, and relevant — pillars that KR&I, in research sponsored by Verywell, found matter to people in their moments of need.

Verywell: As both a physician and CMO, you have unique insight into this topic. Where do you think publishers and advertisers have the most opportunity to create positive change?

Jessica Shepherd, MD: As a physician, I have countless opportunities to give my patients information that is understandable and relatable, and as CMO I see that opportunity extended to the online publishing space. Over the years I’ve seen changes to where people are getting information and how they’re interpreting it, and unfortunately what they’re finding is not always as relevant as it can be, which makes it less impactful. That is the gap we need to fill.

When we think about “equity,” we know it refers to fairness and justice. Addressing “equity” means recognizing that we do not all start from the same place and adjusting our content accordingly. The process is ongoing, requiring us to identify and address intentional and unintentional barriers arising from bias or system structures, including health-specific barriers like cost of care, lack of culturally competent care, socioeconomic status, race, location, and more. This is how we can create resources that are relevant to everyone.

Verywell’s Anti-Racism pledge, shared publicly, outlines the goal best — we offer a detailed promise to all who visit Verywell, so they may see themselves in the voices and content that are shared. We took this commitment as a first step to driving positive change, to ensure that anyone and everyone feels represented.

Verywell: What steps can publishers and advertisers take to ensure they are properly representing all communities? In other words, what does “getting it right” look like?

Jessica Shepherd, MD: To accurately address the problem, you first need to understand the problem, so it’s important to ask questions and lay the foundation for why this work needs to be done. At Verywell, our first step is always research. We evaluate the existing literature, asking questions like “what is the prevalence” and “who is affected, and why?” We also partner with our Anti-Bias Review Board — a group of physicians, DEI experts, psychologists, and more. They help us gain a deeper understanding of what we don’t know and how we can best address it.

This base-level understanding often naturally leads to solutions that support the real people who are experiencing a health-related issue and seeking answers in their moment of need. For example, if lack of education and awareness are in play, we make sure new and existing content fills that gap. If resources are an issue, we help connect people with leading organizations who are there to help. And if representation is lacking in clinical materials, we’ll make sure to offer specific imagery, voices, and more.

The most important aspect of “getting it right” — the outcome you want to achieve — is making sure that every reader who visits your resources easily finds the credible, relevant, and empathetic information they’re looking for. KR&I, in the same study sponsored by Verywell, found that users are more likely to feel better and take a positive health action when they encounter content that embodies these four factors.

Verywell: What are some of the challenges in making sure everyone is represented in online health content?

Jessica Shepherd, MD: Most challenges relate to one simple truth — we don’t always know what we don’t know. Representing “everyone” is a complex task, which is why research, partnership, and highlighting diverse voices is so important to “getting it right.” The health inequities affecting different communities require attention and detail and collectively we are stronger, can learn from one another, and can all help each other live healthier lives.

Related to that, we’re working towards changing how content has been written for a long time. As with any change, it’s important to maintain a caliber of curiosity and openness to learning what matters to different groups of people. The more we can put a human lens on our users’ needs, the better we can meet them where they are and humanize their health experience.

Verywell has one specific purpose—to help others feel better and more empowered about their health. To learn more about Verywell’s approach to addressing health inequities online, or for more information on partnership opportunities, contact us at sales@verywell.com.

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November 18, 2021 0

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WHILE “NEW” MAY SEEM AN OXYMORON FOR A COMPANY THAT IS NEARLY FOUR DECADES OLD, IT IS TRUE. HERE’S WHY:

Today, the pace of change in healthcare communications is not just fast, it’s hyperspeed. The brand marketing plans of just two years ago are more than out of date. As the world evolves beyond the pandemic crisis phase in the US, pharma brand marketers are evolving the way they reach physicians and patients. Every day. And, at Health Monitor, so are we.

In the first six months of 2021, we introduced three new products – all digital offerings – to reach both physicians and patients in new ways. These products are, of course, a complement to the award-winning existing communication platform we have built in our industry-leading largest physician office network of over 200,000 offices.

In addition, during the first six months of 2021, we added several key new senior leaders across the organization – from network sales, industry sales, marketing, and data analytics and technology. All the investments are in the service of continuing to build our platform, serve our physician office and brand marketing customers, and continue to further enhance our offerings.

Some things, though, have NOT changed.

Our commitment to bringing the highest quality, bespoke educational content to patients and physicians through our in-house content studio and our own medical advisory board of leading KOLs across virtually every specialty remains unchanged.

Our company values of transparency, initiative, and teamwork remain unchanged. Transparency means we always do what’s right in support of that physician and the patient communication in the exam room. Every time.

Finally, we are in a business that demands transparency and accountability. That’s why all our marketing programs come with our industry-leading ROI guarantee and measurement.

I am immensely proud of our four decades of history. Our products. Our people. I am very excited about our future, with the major investments in people and new products. I believe strongly in the #HealthMonitorDifference.

David M Paragamian
Chief Executive Officer

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November 18, 2021 0

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Healthcare marketers who target consumers by age, gender, race, and ethnicity, or income, are potentially over-spending on media and missing a key to unlock both motivation and action.

That’s because our current marketing and advertising ecosystem is built on demographic targeting instead of what consumers think.

For decades, marketers have been limited to media buys such as radio and television ads targeted based on audience age and gender. It’s possible to reserve ads in time slots which attract adults at least 65 years of age, for example, or in programming aimed at women between the ages of 25 and 34.

Who’s to say that the women within either of those groups hold a core set of common beliefs which influence how favorably they will respond to a particular message?

Thanks to attitudinal research, we now know that they don’t.

Marketers who want to stand out can gain a competitive advantage by accessing insights uncovered by our research showing that age, gender, race and ethnicity, and even income are transcended by shared attitudes that have no demographic distinction. These powerful beliefs, if understood and used as the foundation for segmentation and personalization, can transform any brand.

Here are the top four things attitudinal segmentation makes possible.

Reach the right customer, with the right message, at the right time

Of course, every marketer knows the importance of reaching their target audience with an appealing message at a time when it will motivate them to take action. What isn’t as obvious is the attitudes and beliefs which need to be addressed in these messages and how target audiences break down in terms of holding common beliefs.

That’s where attitudinal segmentation marketing research shines.

LAVIDGE, which serves numerous healthcare industry clients, conducted a nationwide survey in early 2020 and amended in May 2020, to learn the attitudes of healthcare consumers and define segments that share those attitudes—pre-pandemic and during the ongoing COVID-19 situation.

The “LAVIDGE Healthcare Industry Marketing Report” revealed four distinct attitudinal segments which bubbled up to the top based on survey responses.

The study uncovered four key healthcare consumer segments:

  • Team Players – like and trust their doctors and are confident in the healthcare system.
  • Bystanders – are intimated by the healthcare system and healthcare providers.
  • Crusaders – feel that everyone should have equal access to quality healthcare.
  • Boss – conducts their own healthcare research and challenges their doctors.

In the process, LAVIDGE uncovered six insights tied to how motivating beliefs impact healthcare consumers’ decisions on how they do or don’t interact with healthcare providers.

The segments, combined with the additional insights, have proven to be an invaluable resource for serving the needs of numerous healthcare industry clients, which has grown since LAVIDGE published its findings.

Optimize budgets through better targeting

It’s important to note that LAVIDGE didn’t know going into its study how many segments would bubble up or which attitudes would be most common among respondents who answered a series of thought-provoking questions.

Once the four segments revealed themselves, however, it became clear that all of them exist across all demographic criteria, with slight skews for different segments.

The revelation that shared attitudinal segments do not adhere to demographic criteria turns traditional healthcare marketing targeting strategy on its ear.

LAVIDGE learned that healthcare consumers respond to content that resonates with them emotionally and aligns with their beliefs. This gives healthcare marketers a significant leg up on the competition.

While others are busy crafting messages for audiences with common characteristics (whose core beliefs about healthcare are not necessarily aligned), marketers with attitudinal segmentation insight can launch laser-focused campaigns based on what makes healthcare consumers tick.

Better targeting leads to more efficient budgeting, which makes it possible to get the most out of marketing funds allotted to each campaign.

Improve media efficiencies

Knowing what makes an audience tick can make knowing where to reach them easier.

  • What types of media will reach them?
  • Do they drive or use public transportation?
  • What mix of traditional and new media will be most likely to not only be seen or heard, but to make an impact on them?

While our survey didn’t ask these questions overtly, knowing what healthcare consumers in each attitudinal segment believe about a variety of lifestyle choices makes it possible to choose media with messages aligned with those core beliefs.

And when marketing messages resonate with the intended audiences, improved media efficiency isn’t far behind.

Inform opportunities across the organization from product development to customer service

Marketing isn’t the only department which can benefit from seeing a clearer picture of what motivating beliefs drive the business’s consumers to action.

In fact, the more departments that can be made aware of what will attract and retain patients and clients—as well as what will turn them away—the more effective each organization can be in implementing effective strategies companywide.

After all, being consistent in what is promised all the way from the first touch in a multi-touch marketing campaign to the actual service—and if applicable—clear through to any follow-up satisfaction surveys following service, is a sure way to bake authenticity into your brand.

Meet LAVIDGE: We specialize in discovering and communicating insights which engage, motivate, and inspire. Our clients—in health care, real estate, education, technology, sports marketing, personal care, food service, and other public and private industries—count on us to make a difference. From brand awareness to lead generation and improved sales, to positioning them as thought leaders and enhancing perceptions, it’s what we do. And we’ve been doing it successfully since 1982. Intrigued? Visit LAVIDGE at 2777 E. Camelback Road in Phoenix, Ariz., online at LAVIDGE.com or get social with us on Facebook, Twitter, Instagram and LinkedIn.

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August 27, 2021 0

To encourage women to take an active role and have more open conversations with their gynecologists, the Centers for Disease Control and Prevention (CDC) launched a new web series, Under the Paper Gown. The six episode series will feature comedian Amber Ruffin and her sister Lacey Lamar, showcasing Amber’s growth “as she gains the knowledge and confidence to speak openly with her OBGYN,” as per the news announcement.

Leveraging Ruffin’s relatability and comedic star power, the campaign uses levity to help women overcome the awkwardness many may feel when it comes to gynecological health. The agency behind the work, Ogilvy DC, transforms the paper gown into a “symbol of strength and confidence” for women everywhere.

As stated in the news release, “Libby Dwyer, Group Strategy Director for Ogilvy DC, said: ‘Feeling awkward and uncomfortable, even at the best of OGBYN checkups, keeps women from speaking openly about their health.  We found that if we can lean into laughter as an antidote to awkwardness, and put more women at ease about understanding their health, we can unlock more positivity and conversations about gynecological health.'”

Click here to view the full web series, Under the Paper Gown.

Amber Ruffin (right) with her sister Lacey Lamar as seen in a still from the web series.

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August 27, 2021 0

To address issues of health disparities and advance health equity, the CDC Foundation and its partners pledged over $30 million in support to more than 150 community-based organizations (CBOs) “to promote COVID-19 vaccinations and reduce the disease’s burden.” As noted in the news release, “CBOs are uniquely positioned to provide culturally appropriate and community-tailored information about mitigation measures, including the importance of vaccination.”

“This funding will support CBOs across the country to engage with local partners, including their state and local health departments, to address vaccine-related concerns, develop innovative and culturally appropriate communications strategies, and promote timely vaccination both for the COVID-19 vaccine and the seasonal influenza vaccine. The work of CBOs receiving support may include developing vaccine resources, hosting community events, engaging in neighborhood-level outreach and managing local communication campaigns, among other activities,” shared the press announcement.

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August 27, 2021 0

The Asian American Advertising Federation (3AF) has partnered with the Ad Council and the COVID Collaborative to create an innovative, new campaign aimed at educating Asian Americans with “information and resources they need to make informed decisions about getting vaccinated against COVID-19,” stated the news release. Launching this week exclusively on Asian media in the US will develop and produce “culturally relevant, in-language” content.

As part of the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative and the “It’s Up to You” campaign, :30 and :60 second spots have been created in multiple languages (English, Korean, Filipino/Tagalog, Hindi, Hmong, Vietnamese, Cantonese, and Mandarin) to provide information on vaccine eligibility and availability, efficacy, and safety.

As stated in the news release, “Indrajit Majumdar, 3AF President, said, ‘At 3AF, we believe in the power of Asian American media. They are a critical conduit to our Asian American community. [After all], they know best how to reach their viewers, listeners, subscribers, and readers. What better way to produce targeted campaigns to reach the various Asian segments on this incredibly important vaccine initiative than using the expertise and the voice of Asian media? It was a great, strategic collaboration with our friends at the Ad Council, COVID Collaborative and our media members, and we look forward to future efforts.’”

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August 27, 2021 0

The first vaccine for COVID-19 was approved by the FDA on Aug 23, 2021. The Pfizer-BioNTech vaccine will now be marketed as Comirnaty for those aged 16 and older. For those aged 12-15 years as well as immunocompromised individuals needing a third dose, the vaccine is still available under emergency use authorization (EUA).

Click here to read the full FDA press release.

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July 29, 2021 0

IQVIA analyzed four key areas in regards to digital health trends: innovation, evidence, regulation, and adoption. The report, by the IQVIA Institute for Human Data Science, found that “more than 90,000 digital health apps [were] added [to app stores worldwide] in 2020”, bringing the total apps available to consumers to over 350,000. Apps can be typically split into two categories: health condition management, which now account for 47% of the market, and wellness management. “Mental health (22% of apps), diabetes (15%), and cardiovascular disease-related (10%) apps [account] for almost half of disease-specific apps.”

Yet, “while software developers of digital health apps initially commercialized through public app stores under a direct-to-consumer business model, apps providing the most significant health benefits focus increasingly on payers and employers.” The US market, in particular, is starting to see increased reimbursement by payers and employers as they are often looking to offset health costs and ensure health and wellness among its users. This may further entice software developers to focus more on this sector, rather than consumers directly, when it comes to their commercialization pathways.

Additionally, in the US, nearly half of physicians (44%) are interested in prescribing medical apps for patients as are more than two-thirds (70%) “of formulary decision-makers within hospitals, IDNs, MCOs and PBMs — who either currently provide coverage for [digital therapeutics] (25%) or have expressed interest in providing coverage (45%).” Major barriers prevent more widespread adoption though, including a lack of criteria standardization for app evaluation by governing bodies as well as a clear reimbursement process yet to be established by Congress and the Centers for Medicare & Medicaid Services.

Click here to read Digital Health Trends 2021: Innovation, Evidence, Regulation, and Adoption.

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July 29, 2021 0

UnidosUS and AARP have teamed up to educate hard-to-reach Latinos on the benefits of COVID-19 vaccines through a mobile tour. As a part of UnidosUS’ Esperanza Hope for All campaign, this tour will provide attendees with answers to their questions and distribute bilingual educational materials at their various stops, which will also be held in “rural and socially vulnerable areas,” according to the news announcement.

“It’s a somber fact that older Hispanics are more likely to suffer health complications or die from COVID-19 than their white peers,” said Julie Marte, AARP New Jersey Associate State Director of Community Outreach in the news announcement. “By working with UnidosUS, we are helping to ensure the Hispanic community is included equitably in vaccine education and helping the community get the information they can trust.” The New Jersey tour stops will run every Saturday and Sunday through August 8th.

The Esperanza Hope for All campaign has reached more than 25,000 people nationwide with its mobile tour, “helping build trust in the COVID-19 vaccines and ensure that the older Hispanic adult community is included equitably in vaccine distribution efforts across the country.” As Rita Carreón, Vice President of Health at UnidosUS further explained, “Latinos are disproportionally concentrated in ‘essential’ occupations where they face higher risk of exposure to the coronavirus—exposure that often results in their hospitalization or death when unvaccinated. That is why fostering trust in the safety and efficacy of the COVID-19 vaccines and combating vaccine misinformation and disinformation is paramount. Only by reaching out to Latinos where they live and engaging trusted community leaders to deliver this important information, can we meaningfully advance our community and country’s recovery.” For more details about the mobile tour, click here.

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July 29, 2021 0

Five months after opening a special enrollment period for via HealthCare.gov, two million more Americans signed up for health insurance. In mid-July, The Biden-Harris Administration launched “Summer Sprint to Coverage” for the final 30 days before special enrollment closes. The Centers for Medicare & Medicaid Services (CMS) will run a series of testimonial ads during prime-time television, featuring real individuals (Dorothy from Charlotte, NC; Darrell & Erica from Duluth, GA; and Jeremy from Houston, TX) who were able to sign up for zero-cost or low-cost health insurance. Television commercials, in both English and Spanish, will air during high-profile sporting events, such as the Olympics. Digital and social media ads, and other educational materials available in multiple languages, were created to “[increase] outreach directed to underserved and minority populations” and populations with high uninsured rates, stated the news release on U.S. Department of Health & Human Services’ website. Community outreaches are being employed, too, by partnering “with Navigators, licensed agents and trusted messengers. Additionally, CMS has created a 30-day toolkit for partners to amplify the message of coverage options available during the SEP and the importance of signing up before the August 15 deadline.”

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