Most Clicked SmartBrief for Health Care Marketers Stories

1. Kids play doctor in children's hospital videos

SmartBrief for Health Care Marketers | Jul 07, 2015

Pediatric care videos on Akron Children's Hospital's website are garnering more than three times as many views as previous videos about heart disease, cancer, leukemia and neurological, bone and muscular disorders. Four- to 6-year-olds talk about germs, stethoscopes and other cool medical tools in the three 30-second videos by Marcus Thomas, Cleveland, which will also run on television and in movie theaters. MediaPost Communications (07/06)

2. How to avoid common brand launch mistakes

SmartBrief for Health Care Marketers | Jul 28, 2015

Successfully launching a brand requires educating the target market, building a communications infrastructure, and refining the messaging and value proposition before the product is in customers' hands, writes Ken Begasse, founder and CEO of Concentric Health Experience. Negotiate with regulators over drug labeling, develop contingency plans in case the FDA approves different labeling than expected, and plan for possible scenarios one and two years after product launch, Begasse suggests. (06/25)

3. JWT chosen as lead creative agency for North Shore-LIJ health system

SmartBrief for Health Care Marketers | Jul 07, 2015

J. Walter Thompson New York will lead North Shore-LIJ health care system's branding and advertising strategy for all 19 of its hospitals, more than 400 physician practices, plus medical research institutes and education enterprises. The agency will create a brand campaign highlighting the health system's leadership position in the field. Adweek (07/06)

4. Marketers are not making the most of social media analytics

SmartBrief for Health Care Marketers | Jul 07, 2015

Marketers are not capitalizing on social media data, with 39% of senior marketing executives believing it has no use for their company in its current form, according to research by the Marketing Executives Networking Group. Nearly 40% thought social media data didn't bring actionable benefits. Others, like Landor's Allen Adamson, disagree. "The most powerful use of social media data is to be listening and hearing what's going on as a critical way to stay in touch with the mind of your target," he said. ClickZ (07/01)

5. Health care sees rise in patient experience officers

SmartBrief for Health Care Marketers | Jul 21, 2015

Increasing consumer choice and federal guidelines that link reimbursement rates with patient satisfaction have led some providers to appoint patient experience executives. Vocera Communications has counted at least 50 chief experience officers at health care organizations, along with many more executives focused on the task below the C-suite level. The Most Wired survey by CHIME and the American Hospital Association found that patient engagement was a high priority for hospitals that use technology well. mHealth News (07/13)

6. Memorial Sloan Kettering ads put spotlight on cancer survivors

SmartBrief for Health Care Marketers | Jul 07, 2015

Pereira & O'Dell has created three digital videos as part of a wider campaign for New York's Memorial Sloan Kettering Cancer Center, which is seeking to encourage a more optimistic dialogue about cancer. The short films feature cancer patients and survivors telling their stories and sharing the hopes and ambitions they have for the future. Adweek (06/30)

7. Doctors want technology that lightens workloads, boosts communication

SmartBrief for Health Care Marketers | Jul 07, 2015

Doctors want good data, not big data, and they want to be able to follow up with patients through text messaging, e-mail and videoconferencing, writes Gurpreet Dhaliwal, a staff physician at San Francisco VA Medical Center. They also want electronic medical record systems that make their workloads easier and facilitate communication, he writes. The Wall Street Journal (tiered subscription model) (06/29)

8. Survey examines consumer awareness, willingness to use telemedicine

SmartBrief for Health Care Marketers | Jul 28, 2015

A HealthMine survey found that 41% of 1,200 consumers queried said they have never heard of telehealth services. The study also revealed that a person's age might affect his or her willingness to use telemedicine, as 58% of respondents ages 25 to 34 were interested in using telemedicine compared with 37% of participants ages 55 to 64. Health Data Management (07/23)

9. MDC Partners launches new agency

SmartBrief for Health Care Marketers | Jul 14, 2015

MDC Partners is forming Antidote 360, a new health and wellness marketing agency, with in-house staff from current MDC-owned agencies, including Doner Cleveland, Yamamoto and Kwittken. Medical Marketing & Media (07/08)

10. Survey: Patients want more engagement from drugmakers

SmartBrief for Health Care Marketers | Jul 21, 2015

A study recently conducted by WEGO Health found that about half of respondents anticipate that drugmakers will boost the effectiveness of their patient engagement within a year. That number represents an optimistic shift in opinion, says WEGO Health CEO Jack Barrette. The study also found that 48% view the use of real people in marketing materials as the most effective tool for patient engagement. Medical Marketing & Media (07/16)

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