Think Different – half day conference with a fabulous lunch was offered by Silverlink in several cities. The conference was very interesting; however, as a marketer, I did not find anything new… Silverlink president mentioned that a couple of reactions to the event were:
- Marketing in healthcare? Can it exist?
- You are not doing it yet?
The conclusion for me was simple: if I love and understand marketing, my clients may “think different.” I need to take this fact into consideration when I am trying to suggest approaches which have been successful in other industries. And, I should not get frustrated…. I am not alone 🙂
Interesting point from the conference:
- While 25 years ago megatrends were important; we live in the time of explosion of choice and need to pay attention on microtrends
- Microtrends can contradict each other (obesity and low-calorie diet)
- To understand microtrends we need to be comfortable with two contradictory ideas in our heads and respect human complexity
- Example of a microtrend: young women treat doctors “as consultants at best” and want to make their own medical decisions
- Example of a microtrend: working retirees (ads targeted to retires usually show people in leisure activities, what may not be the right approach)
- Segment targeting is more successful than general targeting (what seems to be obvious); microtrending should lead to microtargetting
- In health care identity group changes quickly (after a diagnoses the person may immediately change identity group)
- Public health environment is shifting: before – “quick fix or die;” now – chronic conditions.
The situation will get worse before it can get better 🙂
- Consumers are looking at social networks for information and support (particularly younger consumers)
- Social computing is used particularly by people with certain diseases (especially socially stigmatized conditions)
- PHR – 75% of consumers never heard or don’t know what it is
- For many consumers, wellness involves trading something concretely good for something abstractly good
- Incentives are needed for people to achieve wellness results (the additional reward is needed)
- Interesting: a parallel in financial industry – consumers use credit cards with rewards much more than traditional credit cards, even if the basic benefit is the same. People who want credit cards for rewards spend more and less delinquent
- Wellness reward program should be tailored to the person
- Health care web sites are considered less usable than web sites of other industries and less enjoyable
- Pick one segmentation and stick with it… changing segmentation often is not helpful…
- Health care is not differentiated product, except for the communications… the communications can be the differentiator