Social media a great platform for healthcare

Was thinking about Hawaii's online health initiative (see yesterday's post) and wanted to continue the social media theme. As Steve Case, founder of Revolution Health told the World Healthcare Innovation and Technology Congress "community is the killer app in health care." And why not. The same user-generated content tools that we use to converse, connect and collaborate in our daily lives also provide a great platform for us to use for health information and support.

Jane Sarashon-Kahn, owner of consultancy THINK-Health refers to the Health 2.0 movement as the use of social software and its ability to promote collaboration between patients, their caregivers, medical professionals, and other stakeholders. Again, see post below as an example of this collaboration.

Some complimentary and reinforcing facts:
iCrossing conducted a study in January 2008, and found that the internet (59%) is the leading source (followed by doctors at 55%) used to find or access Health and Wellness Related Information in the past 12 months. And following the docs was the influence of relatives/friends/co-workers (much of which is probably accessed online).
















Again from iCrossing, general search engines (67%), Health portals (46%) and Social media (34%) are the top online tools and resources used to locate health information. Again, followed by the influence of relatives/friends/co-workers.




















So what's next. Where is Health 2.0 going? Maybe look for clues from Microsoft Health Vault M and Google Health. And then to take this a step farther, what does Health 3.0 have in store for us?

Online Healthcare In Hawaii

The traditional doctor/patient visit has just moved to a virtual office via the web.

As of last week, Hawaii residents can pay a flat fee for a 10-minute online visit with a doctor. While the brief interaction won't be able to address more complicated and emergency-based medical situations, it is an efficient way to handle more routine requirements and patient queries.

Forgetting the questions regarding possible abuse that come to mind, it's a strong advancement that benefits both patient and doctor and plays into the inherent advantages that the web has to offer. Read the article Hawaii tries out online health care

The impact of digital growth on healthcare and healthy lifestyle brands

If you think the past couple of years have brought about lots of change to marketing and advertising, you haven't seen anything yet.

An associate of ours, Michael Gass, who runs Fuel Lines, shared this video with me this morning. It's a compelling, eye-opening and thought-provoking piece of work about the global impact of digital.

Watch the video: "Did You Know? 3.0 (www.youtube.com)

Credits

“3.0 for 2008 - Newly Revised Edition Created by Karl Fisch, and modified by Scott McLeod; Globalization & The Information Age. Adapted by Sony BMG at an executive meeting they held in Rome this year. Credits are also given to Scott McLeod, Jeff Brenman.”

Avoiding high medical costs through health foods and supplements

Not surprisingly, sales of health foods and supplements (as reported by Chinese ingredient group Fencham ) are on the rise as a means to avoid high medical costs. The specific consumer segments integrating these functional foods and supplements into their lives aren't identified. However, we do know there are two segments -- the Well Beings and the Food Actives -- most predisposed to these proactive practices. The Well Beings integrate health into their lives through most wellness products, services and lifestyle activities. The Food Actives, on the other hand, are most focused on improving their health through food.

Can't help but wonder, however, how many of these consumers truly understand the implications of their actions. Hopefully, they're informed and not trying to take matters into their own hands based solely on the economic environment and the fear of incurring health care costs.

Read article brief (Sales Boosted…)

The parallels of fitness goals and healthy brand goals

Beyond the health benefits of this article (14 ways to make your fitness goals stick) to those who read this post, I found myself thinking about the parallels of trying to achieve personal fitness goals with that of trying to achieve brand fitness goals. For instance:

1. Tip #1 is Dig Deep -- which is the only way to reveal your brand's inner passions, strengths and aspirations. Unless you dig from the core, it's impossible to identify the sweet spot of what truly makes your brand different and relevant with what consumers are hungry for; and how you alone satisfy their desires.

2. Tip #2 is Make An Impact -- "for a powerful shot of inspiration, place messages where you'll see them right before a workout." Not much different from wanting to engage with audiences in ways the make deep and lasting connections. It's the difference between engaging them in ways that they want, value and enjoy -- versus interrupting them with traditional one-way tell and sell communications.

3. Tip #3 is Check Your Expectations -- "people get discouraged when they don't see a better body right away." As many organizational/non-marketing leaders get discouraged when brand initiatives don't yield results right away. As we tell our clients -- branding is a journey, not a destination. It takes time, patience, passion and consistency before you can expect to see results. But in the long run, those results pay both relationship and financial rewards.

4. Tip #9 is Know What You Want -- "Make the most of the gym by focusing on building what you want most, such as step classes, a pool or nutrition services." So too should client and agency agree to what clients want most, by identifying in advance their desired the measures of success - whether image or impact, formal or informal, internal or external.

5. Tip #11 is Get Support --"The more support you get early on, the better your chances for long-term success." Couldn't be any more appropriate to describe one of the requisites for brand-building success, which must start from the inside-out. Unless leadership walks the talk, you have no chance of ever realizing your full potential. Because if leadership isn't demonstrating their commitment through their actions, there's no way that rank and file will ever believe that the effort is that important to the organization.

Health + Healthy lifestyle brand consumers and social media

The results of this Pew/Internet survey show that "the share of adult internet users who have a profile on an online social network has more than quadrupled in the past four years – from 8% in 2005 to 35% now."

The implication for health + healthy lifestyle brand marketers is that social media (as many other objective sources reveal) can no longer be something that you keep on the back burner. Because Social is not a fad (as these statistics reveal). As the "web" wasn't a fad in the 1990's. The truth about Social is that it's really a tool for human beings to be human – participating in conversations, connecting and sharing with each other through communities and collaborating to create a better future for themselves and others.

You must come to grips with the fact that you alone aren't steering your fate. It's like driving class in high school, where your teacher could take over the controls – could steer, go slower or faster - at any time. Social is the next thing in our evolution. And while it might scare you - it will be a fatal mistake to ignore it. Because the old marketing model is dead!

Top 10 trends of the extreme future impacting health and healthy lifestyle brands

Keeping an eye on the trends that will impact health and healthy lifestyle brands.

Dr. Canton's compelling and thought-provoking view of the trends that will reshape the world over the course of the next 20 years. About The Extreme Future

Direct-to-consumer drug ads losing their punch

If you are in the healthcare or healthy lifestyle industry you probably aren't surprised.

So all the messages that would make one think that they're watching the pharma drug channel (mixed in with some college and pro sports) aren't delivering results. This shouldn't be a surprise. How much can you possibly interrupt people with messages that begin to blur together before you start to re-evaluate your practices. http://www.msnbc.msn.com/id/28584952/

Keeping health and healthy lifestyle branding and marketing simple

As health and healthy lifestyle brand owners, you should be doing what you can to reduce consumers' stress levels. In a marketplace filled with too much choice (both product and media), too much information (often conflicting) and too much similarity, simpler is smarter. Today, complexity requires simplicity.

From a consumer perspective, we tend to shut down when faced with too many choices. We say we want choice, but not too much. Dr. Susan Broniaczyk, from University of Texas states in her paper “the deleterious effects of living in consumer hyperchoice", when consumers face a large selection of items, they have to process a large amount of information, which can cause problems. People worry so much about buying the wrong item that they may opt out of the whole arduous decision-making process by not buying anything at all. Or, when they do buy something, foregone options linger in memory, causing post-purchase regret.

For brand owners, adapting a mantra of simplicity (of being all about your customers) translates to:

• Your brands ability to make people feel better and contribute to making their lives better. Which starts by making it simple for them to choose what they want (e.g. Amazon).

• A simple and delightful experience (in a world where many are not). Making airline reservations and trying to rent a car typically are not. Zappos and Pret A Manger are.

• The ability to put resources behind brands that will generate the strongest results. Which goes back to making it simpler for people to navigate your offerings. By paring back your portfolio to those brands that are most on trend and that represent the lions share of current and potential future revenues and reputation, you're not only taking costs out of the system, but you have more horsepower to put behind those brands.

Sustainability – through lunch box napkins

Actually one of a few different ideas I've seen recently related to lunch boxes - one citing the dangers of the boxes themselves, the other offering ideas for "sustainable" lunch sacks. Interesting idea, but what are the chances your kids will actually come home with the napking? ttp://springwise.com/eco_sustainability/reusable_lunch_box_napkins/

Dr. Dean Ornish: Healing and other natural wonders

Very interesting and engaging talk by Dean Ornish from TED conference http://www.ted.com (bringing together the world's most fascinating thinkers and doers) – about simple, low-tech and low-cost ways to take advantage of the body's natural desire to heal itself. Dean Ornish is a clinical professor at UCSF and founder of the Preventative Research Institute. He's a leading expernt on fighting illness – particularly heart disease with dietary and lifestyle changes.

Consumers, social media and health + wellness Brands

I recently returned from a client meeting where we had a great discussion about the future of health and wellness brands, changing consumer lifestyles and the increasing rise in the popularity of social media. Key discussion points included:

1. Health/wellness segments continue to merge – food and beverages, supplements, pharmaceutical, fitness, beauty care.

2. Healthier lifestyle practices and motivations are a key driver. And expectations are evolving to an "ultimate health" benefit beyond the physical to include emotional, spiritual and even environmental.

4. Layer on the ability of consumers to connect, share, and control where, when and how they consume their media – and it's clear that the rules of engagement/balance of power has changed.

5. Consider opportunities to deliver innovate and reciprocal benefits that demonstrate genuine interest in helping improve consumers lives, e.g. imparting knowledge and insight (http://www.johnsonbaby.com">, building community ("http://www.campaignforrealbeauty.com">, and self-expression (http://www.youbars.com/makeashake)

Net, the opportunities for leadership and for creating future business by utilizing the power of digital experiences and social media is limited only by our insights and imagination.

Brand experience lessons for healthcare learned from a sandwich shop

Pret A Manger is a sandwich shop in NY. I hadn't been to one since traveling with friends in London years ago. I was so impressed with the company, when I returned from that trip, I called the company to let them know.

Pret offers those who are on-the-go a comfortable, relaxing and kind of surprising experience. It's cozy, with a nice, simple assortment of self-select, fresh (pretty creative) sandwiches, wraps, soups, salads and desserts - all made with natural ingredients. And to top it all off, the people who work there are happy and personable.

I know Pret's only a sandwich shop, but I can't help but think that it often comes down to the basics, 

"warm environments, inviting presentation, friendly faces, the opportunity to engage." 

Whether a sandwich shop, a waiting room in the hospital or a retail shopping experience. Really not to much to ask.

How can health and wellness marketers make the best of the recesson

"When the going gets tough, the tough get going."

Never thought I'd guote Billy Ocean, but his statement is true. The recession's impacted everyone. Both marketer and consumer are re-evaluating their priorities and their next moves. Both are under pressure to control costs, maintain liquidity and protect their bottom lines.

So how can health and wellness marketers make the best of a tough and lingering situation. How can you maintain or actually build momentum, when many others are hunkering down. In our work with clients, we're focusing on these issues:

1. Stay True To Your Story. Who you are, what you stand for, what you believe in and the benefits you provide are what won you their loyalty in the first place. Now, in the midst of all this turmoil, is not the right time to revise your script. Those who know you best will see through you, begin to doubt you and make others aware of same.

2. Tweak The Value Proposition. Value is certainly higher on the consumer's benefit ladder. Which can be defined as comfort, safety, security, etc. – those benefits that are already built into your value proposition. Consider creative ways to deliver more value at the same price (e.g. more utility, more relationship, more knowledge…). As long as you remain true to who you are, you have permission to evolve the proposition to fit with the times.

3. Keep Insiders Engaged And Positive . Your employees are feeling the strain and pain of the economic situation. Either internally or as consumers themselves, they're anxious. It's critical that you continue to work (and that they can continue to drive) your brand from the inside-out. If there's doubt in their minds about your future (their future), if they don't have a positive frame of mind, it will come through in their interactions and actions. Remember that employees are one of the most essential, and cost effective, components of marketing.

4. Sharpen The Experience. Walk the mall, and you can see who'se generating the traffic. And whose not. Particularly today, when dollars are tight, those brands that create an emotional connection – that make people feel good about themselves and their decisions – that make people feel more connected - in more control - smart or frugal - will win the day.

5. Open Up The Conversation. Enable and share in your customer conversations. Listen to what they are saying. Learn and build on the positives as well as the criticism. And don't ignore or cancel out the negatives when they arise. The more transparent you are, the more their trust and loyalty will come out on the other side.

6. Continue Brand-Building Activities. Study after study has demonstrated that companies that continue to spend through recessions come out stronger on the other side. It's actually a good time to build share of mind as others put on the brakes. And it's more efficient as media should be less expensive and opportunities exist to negotiate surrounding opportunities.

Starbucks "Project Red" Campaign

I just read in today's Ad Age online that Starbucks has entered into a holiday promotion with Project Red. Clearly, a worthwhile endeavor. And the Starbucks brand, along with the Starbucks consumer, certainly fits with Red. But the fact that they entered into this partnership "amid projections that it won't see improved same store sales until 2009" really rubs me the wrong way.

If Starbucks mission is to be a responsible company, why wait until now to sign up with Red. Why wait until after reporting really disappointing Q4 profit and same store sales results. Sort of rhetorical questions. And they acknowledge the effort is only a promotional program. Other Red partners like Gap, Converse, Apple and Hallmark (as reported in this article) have long ago built Red into their ongoing product programs.

Transparency is supposed to be a good thing. But in this case, it's just too easy to see through. While I can't argue with the cause, I think the impetus for the effort - particularly for Starbucks - is just wrong.