How many times in the last year or so have you participated in planning sessions where the discussion centers on the strong desire for the brand or company to be perceived as trustworthy, to act with transparency and authenticity? Last week’s planning session was yet another example, giving me cause to pause…
In a world where trust is paramount yet scarce, BioPharma is no exception. The latest Harris Interactive 2010 poll continues to show Pharma close to the bottom on the trust barometer with 11% of adults rating Pharma as generally trustworthy. And with the increased public scrutiny, under which companies and brands find themselves due to the evolution of social media and ‘citizen/e-Patient journalism’; it is no wonder that anyone and everyone who touches the BioPharma and Healthcare industry is focused on improving transparency.
What does transparency mean for a company or brand today? It’s a word that seems to mean different things to different people. Continue reading →
March 22 kicks off ADA’s Diabetes Alert Day, a one-day “wake-up” call asking the American public to take the Diabetes Risk Test to find out if they are at risk for developing Type 2 diabetes. Diabetes Alert Day kicks off ADA’s “Join the Million Challenge,” which runs through April 22 with the goal of rallying ONE MILLION people to take the Diabetes Risk Test.
In honor of Diabetes Alert Day, and my Dad who lived with Type 2 diabetes, I want to introduce Ginger Vieira, a health coach, writer, and diabetes expert at www.Living-in-progress.com and author of her new book “Your Diabetes Science Experiment.” She’s lived with Type 1 diabetes and Celiac disease for 12 years. As an avid athlete, Ginger has set 15 records in drug-tested powerlifting with her best lifts being a 190 lb bench press, 265 lb squat, and a 308 lb deadlift.
I was introduced to Ginger by Loretta Jamar[@nurseloretta] because Ginger acted as a health coach to her teenage son struggling with his new diagnosis of diabetes. He found Ginger’s YouTube videos much more interesting and helpful than the typical doctor or mommy “speak”!
This is Dave’s story, not only of surviving stage-IV cancer, but of the birth of a cancer survivor now focused on opening the world’s eyes to what is being called “participatory medicine”. Patients who are—Empowered, Engaged, Equipped, Enabled, Educated—acting as effective partners with their clinicians.
“Participatory Medicine is a movement in which networked patients shift from being mere passengers to responsible drivers of their health, and in which providers encourage and value them as full partners.”
-Society for Participatory Medicine, April 2010
Seven Life or Death Lessons from e-Patient Dave’s story:
Lesson 1: It’s up to each one of us. We have a choice. It’s our responsibility to know and accept a certain measure of responsibility for our individual recovery from disease and disability…
Lesson 2: When your instincts say to scram, scam. Or if your doctor thinks your feelings are your problem, you might want to find someone else — Net, It’s worth traveling far to find a doctor you work well with— We are each responsible for our choice of doctors. Make it a conscious decision. Continue reading →
Here’s my take after reading Delivering Happiness: A Path To Profits, Passion, and Purpose by Tony Hsieh CEO, Zappos.com, Inc. While it’s true that Zappos lives in a less regulated business environment than the pharmaceutical and healthcare industry, Tony’s standards for communicating with consumers are now part of the context of our work. Patients have come to expect Zappos- level experiences. This blog accepts that challenge: what might a pharma company or hospital might look like if Tony were CEO…
Eight marketing insights for Pharma (or any healthcare or consumer business for that matter):
1. Are you sitting at the right table? If not, it’s never too late to change! It’s easy to get caught up and engrossed in what you’re currently doing, and forget that you even have the option to change tables. It’s also easy to overlook that the game starts even before you sit down in a seat… Don’t let inertia win, be sure you’re playing in the right game—one that you can both win at and fulfills your goals.
While Tony learned this lesson during a phase of heavy poker play, he switched tables quite a few times during his life, and certainly for Zappos, they switched tables when they shifted the company strategy to focus on customer service and experience as a brand differentiator. It caused a shift in their business model from one of drop-shipping to one of carrying their own inventory so that they could be in control of their customers’ experiences…What’s the game your pharma co is playing? Continue reading →
What Would Jake and Rocket Do?
This is the third of a four part series for Consumer and Pharma/Healthcare marketers looking to tame the rigors of 2010… In case you’re just coming in now, here is the first of the series: What Would Steve Jobs Do? And the second: What Would Google Do?
Who are Jake and Rocket you ask? Jake and his trusty dog Rocket have become icons of optimism, and Life is good ® America’s little clothing brand that could-that is trying to spread good vibes all over the world. Having recently returned from a few days of holiday skiing in Vermont, and the proverbial t-shirt buying with ‘my three sons’… Life is good was all around us spreading their optimism and good cheer.
Here are some of Jake and Rocket’s insights that all marketers-Consumer, B2B and Pharmaceutical/Healthcare – may want to pay attention to in 2010. Continue reading →
What Would Google Do? What would the fastest-growing company in history and a model for thinking in new ways do? Even this week, Google makes waves with their launch of their new android-based Nexus One (MIT Says Yes).
Welcome to the second of a four part serious for Consumer and Pharma/Healthcare Marketers looking to tame the rigors of 2010… If you missed post 1, read: What Would Steve Jobs Do? And by all means, I hope you’ll stay tuned for What Would Jake and Rocket Do? And What Would Savvy Marketers Do?
“Once upon a time, all roads led to Rome. Today, all roads lead from Google.” – Jeff Jarvis
What Would Google Do?
1. Focus on the user and all else will follow.Design with simplicity. Google strives to provide the best user experience possible—from the user/customer’s point of view. Google often forgoes paying for marketing and instead focuses on creating something so great that customers distribute it—it goes viral. Continue reading →
What Would Steve Jobs Do? This is the first of a four part series for Consumer and Pharma/Healthcare Marketers looking to tame the rigors of 2010…by taking a closer look and asking ourselves what three incredibly successful people and companies in business today would do…
The genesis for this series first came while reading Fortune’s CEO of the Decade and The Decade of Steve, and thinking about the question that Apple executives asked themselves over and over during Steve Job’s six month leave of absence in early 2009: What would Steve Jobs do? Recently, I picked up What Would Google Do? by Jeff Jarvis (great book)… I hope you’ll stay tuned for What Would Google Do? And What Would Jake and Rocket Do? And What Might Marketers Do in 2010?
As you’re developing new products, services and/or marketing plans this year, here’s a question to ask yourself at each major milestone and decision point…
What Would Steve Jobs Do? The threshold for moving forward: Would it pass Steve’s test? In the past 10 years alone Steve Jobs has radically and lucratively reordered three markets –music, movies, and mobile telephones–and his impact on his original industry, computing has only grown. Continue reading →
As 2009 comes to a close, I want to share my thirteen favorite biz books from this year that I found myself writing the most “Notes in the Back of the Book“, and stimulating the greatest new thinking and ideas. The list of books covers social media, marketing and new marketing models, and innovation and leadership. For reference, here are also business book favorites by Fast Company, Mashable, Amazon and The Brand Bubble (John Gerzema).
If you’re looking to better understand and excel in today’s social media and web 2.0 worlds, here are four: Inbound Marketingis a must for anyone who wants to be found online, and is especially helpful for anyone who is actively considering how to get started with inbound marketing. Written by the leaders of Hubspot, they know what they’re talking about. Trust Agentsby Chris Brogan and Julian Smithshows how people use online social tools to build networks of influence and how you can tap into the power of these networks to positively impact your business. Because trust is essential to building online reputations, those who traffic trust are “trust agents” and key people for any business. Putting the Public Back into Public Relationsshows how to reinvent PR around two-way conversations with traditional and new influencers, bringing the “public” back into public relations. Both are consistent thought leaders in the area of PR. Web Analytics 2.0 by Avinash Kaushik begins to bring accountability to web 2.0 online programs with focus on customer- centered thinking and measurement, and builds upon his 2007 book.
Of course, to participate in our ever changing digital and social world, strategic marketing and a deep customer focus are still paramount. How is marketing evolving? In Marketing with Meaning, Bob Gilbreath outlines the next evolutionary step in a progression following direct marketing and permission marketing. The book calls for the end of “push and sell” marketing in favor of adding value to customers’ lives. Excelling in marketing also starts with listening…In Listen First. Sell Later, Bob Poole outlines the benefits of listening FIRST. And to remind us about customer- centered marketing, I Love You More Than My Dogby Jeanne Bliss is a great read. Who can argue that companies like Lands End didn’t get it right early on? Continue reading →
I whole heartedly agree that the next evolution in marketing is to move from ‘telling and selling’ to providing value and ultimately, to improving people’s lives. I think too, this is one reason that so many consumer package goods marketers made the move to pharmaceutical and healthcare marketing-to help save and improve people’s lives and well being…
What are marketers to do when consumers are not just immune to our messages, but they’re ignoring us completely?
This week, I came across two presentations that made me stop and refocus my thoughts on writing and delivering effective and engaging presentations. The first was a terrific five minute video interview of author Carmine Gallo (The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience) outlining the 5 points he attributes to Steve Job’s incredible success as one of today’s most engaging speakers. The second was the announcement that “Health Care Napkins”, created by Dan Roam with Tony Jones, was the winner of the “World’s Best Presentation 2009″ bySlideshare.netand Business Week.
Click on image to watch video on ABC.
The 5 Techniques that help make Steve Jobs a truly great presenter:
1. Introduce an antagonist. Every presentation is a theatrical experience: “Every great drama has a hero and a villain.” Steve Jobs explains the problem and leads the way for the hero… Continue reading →