Oct5

At the crossroads of health, wellness, technology, and marketing

2015 Marketing Summit Template_BLOGIt was a privilege to attend the 2015 Marketing Summit hosted by Ogilvy CommonHealth and eConsultancy. As the producer at the event, I was able to spend some time with each of the presenters. I was also able to hit the 10,000-step mark on my Fitbit by 3 pm—I’ll circle back to wearables later. I was most impressed by the diversity of speakers who are playing at the crossroads of health, wellness, technology, and marketing. The people I met and the messages I heard made me extremely excited on two different fronts: as a human being, and as a marketer.

As a human being, I was excited about the ideas surrounding personalized health that we heard throughout the day—especially since I moonlight as a fitness instructor.

Among them was Jeff Arnold from Sharecare, who is empowering consumers to take charge of their health by delivering personalized resources and expert advice through their online health profiles. Melissa Bojorquez of Physicians Interactive talked to us about technology’s unique power to help people connect with each other, and in doing so, defying the isolation and fear that accompany serious health conditions. Bill Evans from Watson Health showed us how Watson is changing the face of medical research with its ability to “read” thousands of medical journals and white papers in unimaginable speeds in an effort to increase the safety and efficacy of clinical trials drugs.

Our Healthcare Startup Sharktank brought innovative thinking to the forefront of consumer health. Movi Interactive is incentivizing fitness tracker users in unique ways by gamifying their experiences to drive usage. Through their platform, Medprowellness is connecting consumers with clinicians, nutritionists, and personal trainers to provide a personalized layer of accountability to their 360-degree approach to health and wellness.

The marketer in me was excited about all the new ways data will continue to fuel our insights. Finding new ways to visualize data is critical, according to David Davenport Firth, particularly since 75% of physicians admit to not understanding the statistics in journals. Back to the topic of wearables… For a while now, marketers have been talking about the endless data streams being collected from wearables. Patrick Henshaw and his startup, Strap, can aggregate data from wearables, smartphones, and other apps, allowing marketers to draw insights from real-time human data. On a similar note, there was Pranav Yadav, whose company Neuro-Insight can help marketers and brands optimize their creative by analyzing the neuro-responses of their consumers.

We are at the crossroads of health, wellness, technology, and marketing. Ryan Olohan from Google reinforced the fact that like all successful companies, healthcare brands need to innovate or die. Companies like Kodak and Blockbuster didn’t, while companies like Uber and Expedia have changed their respective industries forever. As marketers in the healthcare space, we all need to look beyond our comfort zones. We need to encourage our brands to look beyond, as well.

This article was originally posted on Ivan Ruiz Graphic & Web Design.

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May16

The Challenge of Change–Breaking Out of Your Comfort Zone

POP flyerJ-codes. ICD-9 codes. CPT codes. UB-04 forms. Medicare reimbursement appeals. Care Management Strategy and Solutions. Formulary access. Business case. Value prop. These are just a few of the vocabulary words from a whole new language I’ve been learning—the language of Payer.

I’ve spent 20+ years in pharmaceutical advertising—long enough that I truly thought there was very little left for me to learn. How wrong I was. When our Payer group expressed the need for more copywriters recently, I answered the call. And the last couple of months have been quite a ride.

Suddenly I was a newbie again. I went from focusing on one or two products with one client to juggling more than half a dozen different brands for three different clients simultaneously. Beyond the multitasking, though, I’m discovering that breaking out of one’s comfort zone is, while scary, the best and fastest way to grow, personally and professionally. And I’m fortunate to have found some very smart—and very patient—teachers along the way.

Payer is the future of our industry. As everyone from the federal government on down turns their focus to managing the cost of healthcare, the days of billion-dollar blockbuster brands (like Claritin—an account I worked on for seven years) are behind us. Budgets are tighter. It’s not enough to convince a doctor to write a prescription when any one of a handful of middle men—pharmacies, pharmacy benefit managers (PBMs), commercial insurers—can step in and switch that branded drug to a generic, charge a hefty copay to discourage patients from paying for it, or just refuse coverage altogether. Efficacy and safety aren’t the most important selling points anymore—they have become the price of entry to a market that is much more cost-sensitive. And patients are more discriminating too—no longer willing to blindly follow a physician’s directives, especially in the current economic environment, they scour the Internet and become educated, sophisticated healthcare consumers in their own right.

We are all going to need to learn this new language—promoting pharmaceuticals in this brave new world requires talking about our brands in a whole new way. The points we use to persuade potential customers are going to have to be more compelling than “Drug X worked better than a placebo.” And I’m excited to have the opportunity to be involved in this emerging area.

My horizons have broadened exponentially in the short time I’ve been involved with Payer—I’ve worked on reimbursement guides, wrote a sales training manual teaching reps how to use a formulary access app, crafted emails announcing formulary status changes, and edited a PowerPoint promoting care management solutions (online resources and programs that encourage patients to participate in improving their health). And I know I’ve only scratched the surface—Payer encompasses a wide range of audiences, not just payers but also HCPs, patients and even caregivers. Future projects could include everything from writing a value prop, to a webinar, to materials for an ad board. I look forward to continuing to learn, and ultimately master, the terminology that sounds like Greek to me today. And maybe, just maybe, I’ll figure out what a business case is, and how to fill out a UB-04 form!

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Also posted in agency life, career decisions, copywriting, Creativity, Healthcare Communications, Learning, Managed Care, Personal Reflections, Reimbursement | Tagged , , , | Comments closed