Healthy Skepticism Library item: 16996
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
Publication type: Report
Dunn A
Best Strategic Learning Investment in 2010?
Hoenig Carlson E Courtney Justice, The Cournell Group 2009 Dec
http://docs.google.com/fileview?id=0B2pN9F6nMK5MZjQ2MjEyYjMtNzc5Yi00NjVjLWIwZmItYTI1NDZlZTk2NDgw&hl=en
Abstract:
Entering the 2nd decade of the 21st century,
the imperative to take a Human-centered
approach in everything we do rings loud. This
means getting inspired by people; especially those
who share the condition which you seek to improve.
“Human-centered” requires looking at the world
through their eyes and not our own or our
businesses˜. That in turn requires authentically
engaging: a theme you’ll find in many of the posts
on these pages. Reading Change by Design by Tim
Brown, CEO and President of IDEO, ranked among
the ten most innovative companies in the world, I
was struck by •Good design thinkers
observe. Great design thinkers observe the
ordinary.‖ To operationalize his advice in 2010: get
out and observe the ordinary things customers and
patients are doing or not doing.
Another of Brown’s points is: •Don’t think. Look.
(Originally from Ludwig Wittgenstein, 20th century
philosopher.) Being visual allows us to look at a
problem differently than if we rely only on words or
numbers.
Get out and observe the ordinary
things customers and patients are
doing or not doing
What does it mean to be a fit marketer in this
environment?
My heartfelt appreciation for the 11 contributors to
this ebook: yet another example of the power of
the community.
Overall, these 6 themes come to life:
1. E-Patients are at the center of healthcare
communications and critical to learning and
design.
2. Authenticity isn’t a ‘nice-to-do’, but a must
have.
3. Don’t get distracted by bells and whistles;
remember the basics: keep your brand core
strong.
4. New marketing requires new ROI thinking: the
ROI of Connection, Authenticity and Compassion.
5. The Marketing Cycle of Life: change is a given;
change is constant…means we all have a fair
amount of unlearning to do…What worked in the
past, may well not work now or in the future.
Embrace our economic reality and the limits of
what people can absorb. Deepen your knowledge
and widen your impact. Consumers don’t want to
be ‘sold or talked at’: this requires a huge
change in the way we think about communicating…
a movement from paid marketing to earned
marketing, and it requires a fresh mindset…You
can’t make someone talk about you or advocate on
your behalf; you have to earn it by being authentic
and doing something meaningful and relevant.
6. Effective engagement will require new kinds of
leadership and skills. Marketers are challenged to
take responsibility for their own learning and to
help customers learn. Spark curiosity: questions
are what get people to engage.
At the heart of change are the people that will make
it happen: leadership is essential.
Given the imperative human element, the first post
starts with the brain, followed by the importance of
e-Patients, authenticity, sticking with the basics,
ROI, the new marketing cycle of life, and comes full
circle with new kinds of leadership and skills.
No one can afford to risk becoming obsolete. Our
mettle will be tested personally (here’s an
interesting post from Amber Naslund of Radian 6)
as well as through our brands.
2010 is certain to be challenging. From all of us on
these pages, we hope these posts will give you a
step up in the New Year.
