Aug
10

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Our national health and wellness revolution is stoking the demand for clean skin care products. It’s led to a clean beauty movement that is mainstream and here to stay. That’s the focus of this wellandgood.com article: Why We’re Predicting A Clean Beauty Revolution.

From bloggers to brands, retailers to manufacturers and members of Congress, the article cites examples of the clean beauty movement in the works (like the Personal Care Products Safety Act) —with the goal of keeping consumers safe from harmful chemicals in the products they reach for every day.

What does the clean beauty movement mean for skin care brand marketers? Here are some takeaways:

  • it means more aware, educated and anxious consumers who will continue to scrutinize, question, seek out product truth’s and call-out false claims
  • it means, in light of above, being transparent about defending your ingredients and processes
  • it means more online and social media conversations that keep the “clean beauty movement” momentum going
  • it means that your brand will need to satisfy beyond conscious consumer needs: from functional ante’s (e.g. all natural), to advantages that deliver what your target audience value (e.g. more emotive and social needs), and distinguishers (that truly give your brand its own unique appeal and better people’s lives)
  • it means breaking through the noise by creating ideas and experiences (beyond products and messaging) that help people to take health and wellness into their own hands

Lasting change happens when people form a movement! To join in, you can sign Ashley Prange’s clean beauty lobby here.  You can also sign this petition from Senator Diane Feinstein and call your local Congress member and ask that “The Personal Care Products Safety Act” receive a hearing from the HELP (Health, Education, Labor & Pensions) committee in the Senate.

 

 

 

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Aug
01

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TripAdvisor, lest you’ve just been defrosted after 30 years in a cryogenic freeze similar to Austin Powers in International Man of Mystery – lets you read reviews, compare prices and book your best trip. At least today.

But in the future, might your hospital brand appear alongside other travel destinations? Your facilities, accommodations, amenities and customer experience subject to the due diligence and comparison of your health-shopping consumers.

While a healthcare facility review on TripAdvisor might seem far-fetched, who can really say. One thing we do know for sure is that your prospective health-shopping customers are on a new path to discovery. Which increasingly and proactively begins by searching online.

And they’re not just searching other health systems or hospitals. Rather, their potential provider set includes:

  • retail clinics inside CVS, Walgreens and Walmart
  • the closest urgent care center
  • Wed MD and healthcare tech companies
  • telemedicine companies

Starting with a search on Google, CMS.gov, Why Not The Best, Leapfrog, among others; on their laptop, tablet or mobile phone; influenced by the same values of choice, convenience, cost effectiveness and experience offered by other industries like retail, banking, hospitality and travel.

If you’re a healthcare marketing executive, there are three things you know to be true. First, prospective “elective service” health-shopping customers don’t view your competitive set as narrowly as you do. Second, their path to provider selection is nothing like the straight line that it used to be. Third, their expectation around customer experience is borderless.

The conventional healthcare marketing war is over. Given the changing dynamics of the marketplace (competitors [changers], consumerism, commotion), here are three ways of thinking that will help healthcare marketers thrive in the new landscape. A landscape where your healthcare brand has been stripped of its control and no longer controls the customer experience.

  1. Think about the total customer Journey. Map what your prospective health-shopping customers are experiencing across their entire customer journey. And understand the impact of each touchpoint along their journey to provider selection. Which is increasingly their digital and 3rd-party influencer journey. Developing this understanding will help you to prioritize touch points, create value-building interactions and identify opportunities to impact behavior.
  2. Consider the end-to-end consumer strategy. Based on above, rather then literally translating a communication idea across every touch point, allow each touch point to be optimized based on understanding the task and intended behavior change at each of these points in time. Importantly, because you can’t invest everywhere, identify the more “decisive moments” (both physical and increasingly digital) and target these specifically.
  3. Brand actions speak louder than words. In today’s transparent, attention-squeezed, information-empowered consumer world, successful brands can not be built by advertising, but by actions. It’s not what you say, it’s what you do. Gaining influence requires engaging ideas deployed at decisive moments on the customer journey and then letting people participate in your efforts. To ensure your healthcare brand has the momentum to keep moving customers and business forward, address these four simple but powerful questions:
  • Why will they want to engage with the idea?
  • How can they get involved with the idea?
  • Why will they share it with others?
  • What will keep them interested?

 

Your healthcare brand might never be reviewed on TripAdvisor. But we know for sure that the relationship between your healthcare brand and consumers has fundamentally and irreversibly changed. How you acknowledge and get out in front of this change by melding physical, digital and other experiences dictates the future trajectory of your brand, customers and business.

 

 

 

 

 

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Jul
25

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We like to see wellness marketers bring their brand beliefs and promises to life. To this end, vitamin and supplement brand Sundown Naturals just wrapped up its three month cross-country 100% Goodness Tour in early July. As reported on drugstorenews.com, The Tour, which celebrated the simple goodness in life, began in Indianapolis and ended in Dallas with 23 stops in between.

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Jul
18

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Chipotle’s new animated film “A Love Story” seeks to win over (win back) audiences with a food-based love story. But it’s also a film that touches on the themes of wellness, clean/organic and conscious consumerism.

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Jul
11

Regardless of whether you’re rebranding or repositioning your healthcare organization, there’s only one way to ensure that your corporate brand has the power to unite the stakeholders inside and around your organization. It requires your brand to be center stage and in alignment from the inside out. It requires a brand culture.

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Jun
28

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If you asked me about ‘The Wonder Years’ or ‘Happy Days’ I would only vaguely remember. If you asked me about Spice World or Disney’s Pocahontas, I could most likely (ok, most definitely) recite the lyrics to every song. I check all five of my email addresses several times daily, am most likely to respond via text message—but still remember the floppy disk.

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Jun
15

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Every once in a great while, we post about our client work.

In this case, it’s Trajectory’s brand launch work for new mass market clinical skincare brand Aquation, inclusive of marketing plan development, creative development through to digital and social media oversight and execution. Here’s the link to the Aquation site we developed.

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Jun
08

If you’re a healthcare marketing executive who happened to miss the Healthcare Marketing & Physician Strategies Summit (HMPS 2016) held 5/23-5/25 in Chicago, here’s a quick recap of some important takeaways.

I had the pleasure of joining 750 marketing executives, 64 exhibitors and a “Who’s Who” of executive leadership from iconic healthcare brands including Boston Children’s Hospital, Cleveland Clinic, Mayo Clinic, NewYork-Presbyterian Hospital as well as some retail and technology giants expanding rapidly into the space like Walgreens and IBM Watson Health.

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