How do you engage your most passive patients and move them to the proactive realm of healthcare? I read a blog post the other day that claimed “empowering your patients” is the holy grail for pharma social media.
The CEO of HeathCentral gave a presentation about today’s empowered patients and their traits and habits. Here are some of the highlights:
- The need for cognition drives empowered patients to understand their condition and treatment options – they want to know more than disease state, they want to know what causes their condition and what treat options there are
- Empowered patients are more likely to seek similar patients’ experiences and share their own online – all patients use passive methods online such as using search engines to find health info
- Overall, empowered patients are more likely to engage in social media activities (posting blogs, comments, and tweets related to healthcare) which means they are the ones creating and spreading messages about your brand
- Empowered patients are the most demanding but also the most loyal patients – most likely to fire a doc, yet most likely to reward with loyalty
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At the lab, we look at healthcare and hear a lot about mature markets, which can be best described as areas where regulations, processes and “the way it has always been done” are thought to limit what can be done.
We disagree. Creatively applying innovations can elevate a brand, increase business and make experiences better for the consumer. But you have to be willing to think a little differently, apply solutions (maybe from another industry) where they haven’t been applied before and (most important) be open to possibilities.
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Bieber Fever.
Not words you’d expect to see on WYDiQ… Right? Well I was just as surprised when I found myself watching Justin Bieber’s special on the E! last night… What caught my attention as I flipped through channels was the discussion of Bieber’s use of social media to reach his superstar status.
In case you don’t have a teen or pre-teen who’s come down with Bieber fever in your house, Bieber was discovered by his video on YouTube, has gone platinum since he was found in 2008, and now has over 3.5 million followers on Twitter. Growing up in a small town in Canada, Bieber is the modern story of Aladdin and YouTube was his magical lamp.
So was it Bieber’s innocent vocals that pushed him to the top, or the social media marketing geniuses behind him?
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In the current world of marketing, it’s smart to be aware of, interested in, and potentially in touch with the most influential bloggers in the consumer/patient community. Listening to what bloggers are saying can provide a fast and affordable way to pinpoint market trends and consumer needs. But it’s important to understand whose words online carry more influence. How can we objectively measure the influence of bloggers?
These two items should definitely be taken into consideration. What would you add to the list?
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I get asked all the time what differentiates a digital creative from a traditional creative, especially as the work continues to move to digital channels. It’s a hard question to answer given the ever changing nature of digital as a medium and broad skill sets required to effectively concept or execute creatively within that world. However I have been able to identify five key areas that creative professionals need to embrace in order to be effective in the medium.
Here they are in no particular order:
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