I read a great article on Ad Age the other other. Healthcare marketing agencies need to start thinking like software companies and provide branded apps to our clients. The advent of on-line repositories like Apple's app store have created an completely new channel to communicate a message.
The question becomes are agencies prepared to be software developers? The answer needs to be YES are software developers will be the marketers of the next decade.
When we work on marketing strategy for medical products everyday sometimes we miss the real opprotunity to communicate. Sometimes we get so wrapped up in providing the healthcare marketing plan to our client that the plan gets in the way of seizing the moment.
Case in point-
A TV host in Canada had an idea to promote Breast Cancer Awareness Month in support of rethink breast cancer. This TV host has a sister suffering from breast cancer. This progressive organization is trying to raise awareness in younger women. A TV spot was created that sold out the event in record time. While somewhat provocative this spot has create a viral buzz on-line. Good or bad this resonated with the younger audience and drove a huge increase in donations.
This has received international exposure on CNN and other news outlets.
As a healthcare marketing agency we need to LISTEN and understand our audiences and provide content that creates a response.
It is awesome when the opportunity presents itself to interface with a patient that has been so positively impacted by the products we work on. So often these days when working in healthcare marketing strategy we are limited by HIPAA and other regulations from using actual patients in our advertising.
Prostrakan is doing just that with its product Sancuso. Sancuso is a supportive care cancer product that helps with nausea and vomiting. We have taken the approach to use real patients in marketing this product.
Please take a look and see how Sancuso is helping Melvin.
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