Articles
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April 01, 2010
The search for true, quantitative ROI has kept many a healthcare marketer up at night. For most campaigns, it’s simply hard to prove that the billboard on the highway convinced 17 patients to schedule an appointment. But The Chester County (PA) Hospital solved the ROI conundrum with its online cardiac risk assessment tool and corresponding ad campaign.
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December 01, 2009
The President's Council of Advisors on Science and Technology defines personalized medicine as "tailoring medical treatment to the individual characteristics of each patient by classifying individuals into subpopulations that differ in their susceptibility to a particular disease or their response to a specific treatment." To this end, FDA is now developing guidelines that address the co-development of a drug and the companion diagnostic test (or diagnostic test and companion therapeutic) that will allow these subpopulations to be identified and treated accordingly.
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November 16, 2009
In the 1960s, communication theorist Marshall McLuhan dedicated himself to determining the effects of new media on society. In the course of his work, McLuhan coined the expressions “global village” and “the medium is the message,” theorizing that the medium that carries a message is more apt to affect audience perception than the so-called message itself.
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May 21, 2009
The impact of a down economy has forced the ROI mantra to the tips of tongues. Depending on your marketing focus, the resulting reduced budget and increased accountability can cause anything from minor tremors up to tectonic shifts in your marketing communications mix.
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May 01, 2009
You have finally launched your beautiful customer-centric website. Now how are you going to get people there?
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February 27, 2009
What does maintaining your weight over the holidays have in common with marketing during a recession? One thing: keeping your eye on the prize.
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January 21, 2009
How do you give a name to something that’s been around forever, but is being used in a new and different way?
Life Sciences Executive Exchange
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October 28, 2007
Paying little heed to hierarchy is working well for Aloysuis Butler & Clark
The News Journal
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October 10, 2007
The opening reception at the Society for Healthcare Strategy & Market Development was held last night in the exhibit hall with all of the folks who have the challenging job of marketing to marketers.
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August 05, 2007
For some businesses, a marketing budget is an afterthought, an “extra” that they might spring for if there’s money remaining after meeting their fixed budget needs.
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June 21, 2007
If you’ve ever done any house painting you know how important it is to do the prep work—spackling, sanding, priming—before any paint goes on the walls.
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June 11, 2007
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March 02, 2007
Cost and Technology Trends Will Create New Marketing Demands
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September 12, 2006
Every day consumers are bombarded with a seemingly endless deluge of marketing messages.
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July 10, 2006
A considerable amount of research has been devoted to learn how marketers can segment audiences to deliver more consumer-centric messages.
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March 08, 2005
Consider Events As a Marketing Tool