Appealing to millennials is difficult enough for most industries, however the health insurance industry specifically struggles, as millennials feel invincible, and would rather diagnose themselves through Web MD than visit the doctor. Steve McCallion, CMO and creative director at Zoom+, recognizes this, and has developed a new approach to targeting millennials. McCallion says, “millennials are […]
Tag Archives | strategy
To Segment or Not to Segment? That is the Question in Pharma Marketing.
Having split my career neatly into two halves – first non-pharma, then pharma – I feel I have a good sense of what best practices can, and should, be lifted from the regular world into pharma marketing. In my experience, attitudinal segmentation by disease area isn’t one of them. In the non-pharma world, a segmentation […]
At the Center of Industry’s ‘Solar System’: Five Strategies to Connect with Patients
Children and fools speak the truth, they say. When Galileo first said that the Earth travels around the Sun, he was held for a fool. When industry pundits say that patients are at the center of the life science Solar System, they, too, are sometimes accused of throwing around mere buzzwords. But that doesn’t make […]
Cultivating Engaged Patients: 5 Lessons Learned
People actively involved in their health and healthcare generally have better outcomes in managing their condition. So how do those of us working in healthcare and healthcare marketing motivate people to get more involved? While we don’t have all the answers, Health Union has learned some valuable lessons and practical tips for enhancing patient engagement […]
Can DTC Marketers Develop Digital Content Interesting Enough to Hold the Attention of Patients?
The strategic role of content marketing in DTC campaigns is a hotly debated topic. While many industries have shifted their focus to building content that is authentic, educational and even whimsical in the hopes of building a rapport with patients, the healthcare industry is still finding its voice. Brands leading discussions can be perceived as […]
A Generational Approach to DTC Creative
Direct-to-consumer marketing efforts for many prescription drug brands rely not just on appropriate clinical targeting but on creative executions that are emotionally relevant and resonate deeply with appropriate patients. That creative, whether it’s a television or a print ad or a website or a brochure, needs to be grounded in a big creative idea that […]
Getting to the How – Unlocking Identification, Personalization and the Regulatory Landscape
Technological innovation has changed how people react and connect to each other, how consumers engage and communicate both with and about companies, and how companies think about and use data to engage with consumers. These changes are impacting the Life Science and Health industries in much the same way and require a level of thoughtfulness […]
Media Agencies… The Next Lead Agency
For years, marketing has begun with the brand, the campaign, and the big idea. It has been shaped by what we want to say, how we want to say it, and how many times we want our “targets” to hear it. We would spend months and months developing headlines, copy, TV spot, print campaign, email […]
