The Importance of Micro Influencers for CPG Brands
As a mid-millennial (what I’m calling the 1986-1991 birth year babies), most people assume my days consist of avocado toast, checking social media platforms every five minutes, midday yoga classes and quite literally keeping up with the Kardashians by sharing and liking all of their content. In reality, I don’t follow a single Kardashian and […]
Multichannel to Omnichannel: Going “Omni” in Healthcare Marketing
For years now, omnichannel has been a marketing buzzword bordering on jargon, with most of us simply replacing “multi” with “omni” in our vernacular and going about our business. What is the actual difference? Multichannel marketing is the use of multiple channels to allow customers to engage in the way they most prefer. This might […]
Creating Opportunities Within CPG Disruption
I’m the holy grail for most CPG brands. I’m the millennial xennial mom, the primary shopper, the master of the list – when I make a list. Part-time Instacarter, part-time aisle walker, my shopping habits change as quickly as my 4-year-old’s mood. The CPG landscape is evolving just as quickly. A new shopper behavioral […]
Smart Speakers Today
Come on, Alexa. I need more from you. According to the Consumer Technology Association, U.S. shoppers were projected to spend $96.1 billion on technology in 2018, with 36 percent of Americans expected to purchase some kind of smart home device. And Amazon reported that last year’s Black Friday weekend was the strongest holiday shopping weekend […]
Critical Elements of a Successful Drug Launch
What are the critical elements of a successful drug launch? What is the adoption curve for healthcare professionals? How quickly can a new product go from product approval to script? Watch John Gardner discuss how we utilize data to understand the unique behavioral characteristics of prescribers and overcome obstacles to adoption.
Predictive Analytics in Pharmaceutical Marketing
Using predictive analytics, we form closer connections with patients and professionals, pulling in all elements of data to grow pharmaceutical brands.
The Future of the Physician-Patient Dialogue
Physicians used to be the sole source of medical information for their patients. Today, however, patients are increasingly searching the internet first for health information. Even though smartphones, tablets and other digital devices have made it possible to research conditions online, most patients still revere their healthcare providers. What is changing is the dynamic of […]
Building a storytelling foundation in the healthcare space
In 2014, I was asked to read Made to Stick: Why Some Ideas Survive and Others Die, published in 2007. In digital marketing terms, seven years is an eternity and I immediately dismissed it as dated. Useless. History. Reluctantly, I read the book. And I was changed forever. In the book, the authors discuss the […]
Reaching Hard-to-Reach Patients
Pharmaceutical marketers who develop treatments for rare diseases are often challenged to find and reach patients because of the small number of sufferers. Mass-market media vehicles aren’t targeted enough to reach a smaller audience without excessive waste, and they may miss the target audience entirely. However, patient opinion leaders can help marketers educate these […]
New Life For Late in Life Cycle Products
I recently had the opportunity to hear a speech by a famous author and life coach about how to gracefully move through each decade of life. Her talk, full of humor and sage advice, advised the assembled group to take some time to “stop and reflect” before entering the next decade of life. As healthcare […]