From Dell to EdX, Columbia Sportswear to Red Bull -- advertising is increasingly less about claiming value, and more about delivering it through memorable experiences. That's the secret behind Zeno's Paradox of Marketing.
January 4th 2017
As published by the Society for Healthcare Strategy and Market Development. Take a look: The Mayo Clinic, UNC Healthcare, Children’s Hospital of Wisconsin, Ohio St University Wexner Medical Center – along with a few healthcare luminaries are all saying that personal video is now very much on the table for healthcare marketing.
December 14th 2016
Beth Snyder Bulik at Fierce Pharma and I recently discussed ways pharmaceutical marketers can take initial steps with personal video.
November 13th 2016
The Society for Healthcare Strategy and Market Development is hosting a free educational webcast featuring my friend Jared Johnson of Phoenix Children’s Hospital and me discussing the Hospital Digital eXperience (HDX) Index — and how to use baselining to prioritize your digital road map.
October 31st 2016
Five years ago today, on Halloween, I was headed to London to keynote my second conference there in five months. I’m on a runway again, so its a natural time to how much our thinking about digital business has changed – and where that puts us for the next big areas of digital innovation.
October 25th 2016
If the US economy were based on non-intentional irony, this election cycle would have already enriched us immeasurably. Until that pays off, consider the cosmic comeuppance of the former refugee who is suing the Trump campaign for stealing his photo of Skittles…which they used to warn that refugees are dangerous, or in this case litigious.
October 16th 2016
The digital world has changed since Section 508 was enacted in 1998. And right now, the US Department of Justice is readying new regulations based on the W3C’s Web Content Accessibility Guidelines 2.0. Though it may be tempting to wait for the next year or two until the rules are finalized, smart brands are getting a jump start on compliance issues and creating easier access for their visitors today.
October 9th 2016
You can see our year’s biggest political story already synthesized more masterfully than any punditry can, in a film from 1957. The headline isn’t Trump, its those who made a candidate who offends everyone around him, an establishment cause able to gain a near plurality of the vote. Trump’s long strange ride is about us.
August 10th 2016
While pending legislation in Congress would protect patients rights to express truthful views on their medical treatment, the doctors who treat them can be prevented from commenting on the tools or systems their hospitals provide.
June 15th 2016
I’m in the process of trying out a pretty elaborate set tests to score how patients experience hospital websites. While everyone can focus on KPI’s that show interactions that hospitals’ want, in the age of empowered patients our own KPI’s alone simply don’t cut it. We also need to know how our site compares against alternatives patients may see, and develop toward best practice examples in and beyond the healthcare industry. That’s what this will do — and I need to some hospital marketers or IT leaders to help test this approach out.
May 23rd 2016
Content isn’t king, its not even scarce. And when it comes to keeping thousands of doctors practice details correct, it now becomes an expensive liability when listings turn out to be dated and wrong.