Healthy Conversations
Imagining & Creating New Value For Health Brands & Consumers

Beyond your products and services, does your marketing itself serve a purpose?

It’s an important question that actually harkens back to a phrase first expressed in the 1700’s – actions speak louder than words.

If your answer is NO, you’re ignoring what consumers really want. You’re also in jeopardy of your “status quo” marketing (and your brand) becoming increasingly irrelevant.

So, beyond your offer and your campaigns, does your marketing itself add value to people’s lives. Does it:

• help them do things that they couldn’t do on their own?
• engage them in ways they value and want?
• enable them to connect, share with, and learn from others?
• create participants by opening up avenues for meaning and involvement (beyond passive bystanders and followers)?

In order to escape the “status quo” and energize your customers and your brand, challenge yourself to create marketing that delivers beyond the essentials (the must-do’s which address people’s functional needs). Ask yourself these three simple questions:

• is this what our customers really want?
• are we offering them this prize today? (reminds me of Seth Godin’s analogy of the prize inside the Cracker Jack’s box)
• what else can we do, through our marketing, to provide more value to them, and for ourselves?

Your long-term health is riding on these answers, and your actions.