Jan

The impact of digital growth on healthcare and healthy lifestyle brands

If you think the past couple of years have brought about lots of change to marketing and advertising, you haven’t seen anything yet.

An associate of ours, Michael Gass, who runs Fuel Lines, shared this video with me this morning. It’s a compelling, eye-opening and thought-provoking piece of work about the global impact of digital.

Watch the video: “Did You Know? 3.0 (www.youtube.com)

Credits

“3.0 for 2008 – Newly Revised Edition Created by Karl Fisch, and modified by Scott McLeod; Globalization & The Information Age. Adapted by Sony BMG at an executive meeting they held in Rome this year. Credits are also given to Scott McLeod, Jeff Brenman.”

Jan

Avoiding high medical costs through health foods and supplements

Not surprisingly, sales of health foods and supplements (as reported by Chinese ingredient group Fencham ) are on the rise as a means to avoid high medical costs. The specific consumer segments integrating these functional foods and supplements into their lives aren’t identified. However, we do know there are two segments — the Well Beings and the Food Actives — most predisposed to these proactive practices. The Well Beings integrate health into their lives through most wellness products, services and lifestyle activities. The Food Actives, on the other hand, are most focused on improving their health through food.

Can’t help but wonder, however, how many of these consumers truly understand the implications of their actions. Hopefully, they’re informed and not trying to take matters into their own hands based solely on the economic environment and the fear of incurring health care costs.

Read article brief (Sales Boosted…)

Jan

The parallels of achieving personal fitness goals and healthy brand goals

Beyond the health benefits of this article (14 ways to make your fitness goals stick) to those who read this post, I found myself thinking about the parallels of trying to achieve personal fitness goals with that of trying to achieve brand fitness goals. For instance:

1. Tip #1 is Dig Deep — which is the only way to reveal your brand’s inner passions, strengths and aspirations. Unless you dig from the core, it’s impossible to identify the sweet spot of what truly makes your brand different and relevant with what consumers are hungry for; and how you alone satisfy their desires.

2. Tip #2 is Make An Impact — “for a powerful shot of inspiration, place messages where you’ll see them right before a workout.” Not much different from wanting to engage with audiences in ways the make deep and lasting connections. It’s the difference between engaging them in ways that they want, value and enjoy — versus interrupting them with traditional one-way tell and sell communications.

3. Tip #3 is Check Your Expectations — “people get discouraged when they don’t see a better body right away.” As many organizational/non-marketing leaders get discouraged when brand initiatives don’t yield results right away. As we tell our clients — branding is a journey, not a destination. It takes time, patience, passion and consistency before you can expect to see results. But in the long run, those results pay both relationship and financial rewards.

4. Tip #9 is Know What You Want — “Make the most of the gym by focusing on building what you want most, such as step classes, a pool or nutrition services.” So too should client and agency agree to what clients want most, by identifying in advance their desired the measures of success – whether image or impact, formal or informal, internal or external.

5. Tip #11 is Get Support –”The more support you get early on, the better your chances for long-term success.” Couldn’t be any more appropriate to describe one of the requisites for brand-building success, which must start from the inside-out. Unless leadership walks the talk, you have no chance of ever realizing your full potential. Because if leadership isn’t demonstrating their commitment through their actions, there’s no way that rank and file will ever believe that the effort is that important to the organization.

Jan

Top 10 trends of the extreme future impacting health and healthy lifestyle brands

Keeping an eye on the trends that will impact health and healthy lifestyle brands.

Dr. Canton’s compelling and thought-provoking view of the trends that will reshape the world over the course of the next 20 years. About The Extreme Future

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Jan

DTC healthcare marketing: drug ads are losing their punch

Should this really come as a surprise that all the messages that would make one think that they’re watching the pharma drug channel (mixed in with some college and pro sports) aren’t delivering results. How much can you possibly interrupt people with messages that begin to blur together before you start to re-evaluate your practices. >http://www.msnbc.msn.com/id/28584952/