If you’re not calling upon social advocates as an extension to your wellness brand’s advocacy efforts, it’s time. Nielsen’s Global Trust Advertising Survey found 92% of consumers around the world say they trust earned media, such as word-of-mouth and recommendations, above all forms of advertising. Online consumer reviews are the second most trusted form of advertising. While these influential brand ambassadors make up just 1% of a brand’s social community, they are primarily the ones driving the conversation and the shares. This group of loyalists can drive up to 70% of traffic to any given campaign. Identifying these influencers who are driving the conversations is the first step to understanding the audience in your social community.
Archive for the ‘Trends’ Category
2013 is a new year, and with it, you can expect new insights from IMRE’s healthcare team! We’ve been busy this past year learning from our healthcare clients and working collaboratively with them to develop integrated marketing solutions that drive results. On this blog we plan to share some of the key learning’s from our experience, continue offering industry insight from our healthcare leader Jeff Smokler, and stay abreast of emerging healthcare trends (and legislation) as they continue to unfold.
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Or, you can always reach out to our team directly by emailing Brian Simmons at email@example.com.
While the beginning of a new year always prompts a watershed of trend lists and stories, we thought we’d take it a step further and combine our trend watch with a wish list for 2012. No question, there are big—even revolutionary—things happening in healthcare. But, trends without the potential for long-term influence are just fads that fade away.
1. Mobile Health: With the market for mobile health apps projected to quadruple to $400MM by 2016, we anticipate continued growth in the volume of sports, fitness and wellness tools designed for use on smartphones and tablets. And, no doubt we’ll see more key tech players coming up with new applications that offer further integration with social networks and other apps, plus durable yet fashionable products to track activities and behaviors.
Wish List: An iPhone app/wearable device that combines RunKeeper, Gain Fitness, The Eatery and LARK’s sleep tool to manage personal health from one product. We think Fitbit is coming close and anticipate the release of the My Basis watch for a tool that aptly combines almost all of these functions.
2. Crowdsourced Dieting: With the introduction of experimental dieting apps like The Eatery and Jawbone’s UP interface, we’re beginning to see that calories are taking the back seat to photos and user feedback for diet monitoring. From apps that allow you to rate how you feel following a meal, to those that allow the users’ friends to weigh-in on a meal choice, it seems like crowdsourcing feedback socially on what you eat is more effective than counting digits, unless you keep that chocolate mousse a secret.
Wish List: A Jawbone UP band that still works after two weeks. #FAIL
3. Regulatory Implications: We’re glad that the FDA finally weighed in with its recent draft guidelines for pharma doing social. Depending on whom you’re talking with, it’s either too little or it’s just what the industry ordered. We’re somewhere in between. But as the industry looks toward social for further engagement, we see it as only good sense that the FDA step in with clearer guidance—faster.
Wish List: We’re listening, FDA! Move!
4. Glocial Health: Pharma’s going big investing in emerging markets, and there are significant challenges—communication, regulatory, skilled workforce, and more. We see communication with a spectrum of stakeholders as crucial to pharma’s success, including consumers, HCPs, and government representatives. And, we know these emerging markets are using social networks and are highly mobile.
Wish List: A brand looking to tackle international social marketing from one Facebook hub. Share your ideas; we’re listening!
5. Health Reform: Even though President Obama uttered a mere forty-four words about healthcare in his recent State of the Union address, we see this as a driving discussion among candidates and legislators as we enter election season. Expect that discussion to play out across social networks, and watch how candidates listen and participate in those exchanges.
Wish List: Meaningful social discussion and common-sense legislation to help us, the people and patients.
What are you looking forward to or anticipating in healthcare this year? Share your thoughts below or email us at firstname.lastname@example.org to share!
At the highest level, the survey shows that two-thirds of adult Americans admit they don’t live a healthy lifestyle all the time. The primary reasons aren’t surprising: Time, money, and that living a healthy lifestyle at all times is just not a priority.
Call them excuses, but it seems that despite a national push for greater attention to getting and staying healthy, increasing healthcare costs, and obesity and chronic disease epidemics that are sucking the life out of us, it’s just not resonating.
So, what can we do about it?
First, consider that this is—or will become—everyone’s problem. Whether you’re an individual, an employer, a school, a government organization or a nonprofit. Everyone needs to buy in to the fact that problems don’t fix themselves, people fix problems. This particular problem needs hoards of attentive and motivated people.
We’ve been in a collective conundrum about all of this for decades. Some argue that making individuals more accountable for healthy behaviors is key. Maybe. But what about the folks living hand-to-mouth, with language barriers, who sacrifice medical care for a trip to the grocery store or their children’s education? All the talk about making health a priority isn’t translating well to these groups, much less the groups living with fewer such challenges.
As a communicator, I am dumbfounded. If starting a national movement focused on motivating healthy behavior is truly a priority, we are failing. So, here’s my prescription:
Government: Get your rear-ends out of process perdition and come up with solutions that inspire, rather than endless tripping over administrative bureaucracy.
Employers: Give your people a break. We’re a national mess of stress, and we know about the outcomes. Stress leads to depression, leads to overeating, leads to lack of motivation, leads to little exercise, leads to diabetes, heart disease, etc.
Schools: Seriously, start talking to students the minute they enter the system about how important it is to be healthy, and everything they can do to make sure that they develop healthy behaviors. Give them the tools to educate their parents, too. Kids can actually do this. It’s like “teach your parents well.”
All others: If you’re not talking the talk, then start. If you’re talking the talk and not walking the walk, you’re part of the problem. Set an example, encourage, show your stuff and put your money (not junk food) where your mouths are.
As health communicators, we need to push harder for a seat at the big table. Then we need to advocate strongly for a more aggressive point of view, total engagement, messages that are delivered repeatedly in language that is understood, and action that truly motivates.
We’re at a crossroads here. Consider taking the road less traveled and bring some people along with you.
I’m having a weird, visceral reaction to all of the recent brouhaha surrounding the term “e-patient.”
For some reason, semantically speaking, the term is slipping in to derogatorium. Up there with “cyberchondriac,” which definitely is derogatory. It’s kind of like research—one day, omigod, it’s Mecca; the next day, it’s the scab on a rotting wound.
The most profound change in mental health treatment is upon us. This major step forward in treating mental illness is on par with laws that challenged racial discrimination against the African American community in the 1950s, so says the president-elect of the American Psychiatric Association, Dr. Carol Bernstein.
It will allow more people to get treatment, provide better treatment, and go a long way toward eliminating stigma so prevalent in this area of medicine.
Yet, you certainly wouldn’t know we’re on the precipice of such fundamental change.
Call it a silly, useless curse. I get sucked in to trying to find patterns and connections anywhere I can. Most of them are silly and useless. Occasionally I find ones that actually make some sense, if only to me.
As a healthcare marketer who also geeks out on reform, genetics and the e-patient movement, I can’t help but try to wrap healthcare up into a single cohesive package of connection and meaning. That’s what marketers do.
So, when it comes to that monster and what it all means, where it starts, what’s important and how to condense it to its core—where the patterns and connections are—I see P’s. (more…)