Customers are demanding we satisfy their information needs as they manage and curate their own content. We have dubbed the shift to delivering messages to physicians and patients within an appropriate context, theAudience Economy.

The findings for the Ipsos poll on healthcare perceptions and knowledge.

Pharmaceutical manufacturers, payers and healthcare providers (HCPs)—as well as a host of tech-focused newcomers—are exploring digital programs that complement standard therapies and hold promise to keep patients healthier and produce better outcomes.

Despite the proliferation of health and wellness information online and in real life, according to the National Center for Education Statistics, only 12% of the U.S. adult population is “health literate.”

Healthcare marketing is not automobile marketing but there is something we can learn from the Ram campaign. How can we create campaigns that go beyond the ephemerally provocative, to those that create legacy? How can we use our unique platform to do good?

In 1964, media visionary Marshall McLuhan coined the indelible phrase “the medium is the message,” all but predicting the Internet and how advances in communications technology would come to shape the symbiotic relationship between what is said and how. The ascendency of digital, social, and mobile has progressively empowered once-passive consumers, now equal partners in content selection, redistribution and even creation. The good news is that digital channels provide unprecedented opportunities for targeting and personalization; the bad news is audiences now control how and with what they engage, tuning in and out as they desire.

saludmóvil a bilingual and mobile medical, health and wellness destination has officially launched.

The customer relationship management (CRM) market has exploded in recent years, particularly among retailers, business and financial services companies, and technology companies. Not on the list? Healthcare.

When it comes to making changes to health and wellness behaviors, sometimes people need a little push. Changing your consumers’ habits is not an easy thing to do; oftentimes, it requires some coaching.

A new survey of Hispanic Baby Boomers conducted by health and well-being company Humana Inc. revealed that despite notable barriers, many Hispanics age 55 or over have a positive outlook on their health and are strongly motivated to stay healthy, with almost half of the respondents reporting they don’t feel old and still have many goals they wish to accomplish.

The patient as the consumer. You’ve heard this one before. Additionally, you’ve probably read about how you, as a healthcare marketer, need to view patients through that lens from now on. But how do you actually turn that insight into action? Before answering that question, we should be asking ourselves how accurate the “consumer” label is.

“Listen to your customer” is a business truism that approaches cliché, but the consequences of not adapting commercial models to market shifts can be severe.  By Brian Fox and Paul Magills

Biopharmaceutical manufacturers have been reliant on the in-person sales rep model for so long, with just tentative experimentation with multichannel marketing over the years.  So what is making the tide turn in favor of multichannel marketing?

To bridge this gap, healthcare professionals need to establish and communicate programs that are mindful of the unique medical needs of these patients and what support is necessary to make the process easier.

Every good marketer knows that the most successful brands don’t sell products; they sell identities and values. For health and wellness products, those revolve closely around lifestyle.

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