Consumer Marketing

Sponsored Content: The way to a Consumer’s Eyeballs

Sponsored-Content-297x300It’s no secret that social media and websites like BuzzFeed, The Huffington Post and Mashable have changed the way we consume news. Sites like these initially honed in on millennials and the way we consume content to provide concise, digestible digital content catered to our short attention spans. (Of course, now everyone else has jumped on the bandwagon, considering Boomers spend at least 20 hours more per week consuming online content than Millennials and Gen-Xers, but I digress…)

This week, NBC News decided to throw its hat into the ring with the launch of Better, a wellness vertical devoted to helping readers improve their lives. The outlet hopes to stand out from other wellness publications by focusing not only on health and wellness, but taking a holistic approach on how to better oneself.

While NBC News is known for its hard news content, this is actually the outlet’s second unveiling of a completely revamped strategy highlighting a specific, topic-based approach – hoping to land itself somewhere in between Mashable and Vox. Its science and tech site, Mach, launched in November, and NBC plans to launch Think, a vertical…


Are social platforms a growing trend for doctors?

Have you recently befriended your doctor on social media? Likely not, because patient-physician engagement on social platforms violates the ethics of HIPAA. And while chatting with your doctor sounds fun, your followers probably don’t want to read about your most recent visit anyway.

But there is a social platform that doctors can use for engaging virtually with colleagues called Doximity. It’s an online professional network that allows physicians, nurse practitioners and physicians assistants to find each other and communicate without violating privacy

Since its launch, Doximity has garnered more than a half million members (meaning more than 60 percent of U.S. physicians are verified members). Using the platform, physicians can seek out specialists for their primary care patients or send and receive patient medical information.

Its usability and features remind me of LinkedIn, except it functions as a closed-provider network. Physicians can share industry research and medical news, while also removing the hurdles many providers face when trying to communicate with one another.

So how can providers get connected? Doctors need to reach out to potential colleagues within the community and have…


Good news for meal-kit delivery companies: meal planning could reduce the risk for heart disease

Krinkes Buzz Bin

If you haven’t heard, heart disease is the leading cause of death for men and women. Happy Valentine’s Day.

But guess what? New evidence shows that doing something as simple as meal planning can impact risk factors for heart disease, according to a new statement published by the American Heart Association journal.

“Meal timing may affect health due to its impact on the body’s internal clock,” said Marie-Pierre St-Onge, Ph.D., an associate professor of nutritional medicine at Columbia University in New York City.

While St-Onge indicated that more research would need to be done in humans before this can be stated as a fact, this is especially good news for meal-kit delivery companies such as Blue Apron or Hello Fresh. These types of services have really taken off in the last year, mostly marketing to people who don’t have time to get to the grocery store or plan a meal. But now, these companies have another advantageous marketing angle. Or perhaps, one of the meal-kit companies will step up to sponsor research in humans.

There is also a link between eating breakfast and having lower…


No Room for Alternative Facts in Healthcare

Source: Pixabay

Over the weekend, advisor to the President, Kellyanne Conway, mentioned the use of “alternative facts” in an interview on Meet the Press. The show’s host, Chuck Todd, quickly pointed out that anything less than the truth is considered a falsehood.

As the buzzwords made the rounds on the internet, communications professionals had the chance to reflect on their ethics and ideals. The Public Relations Society of America released a statement that every communication professional should take to heart:

“Honest, ethical professionals never spin, mislead or alter facts. We applaud our colleagues and professional journalists who work hard to find and report the truth.”

One industry where the truth is particularly needed is health care. Patients take statements and recommendations from providers and companies as fact, because the health care system is built on a strong foundation of trust. You have to trust that a medical device or prescription is going to treat or cure an ailment. Health care communicators need to embrace the responsibility of trust by providing messaging based on integrity.

Let’s look at some examples throughout the health care industry that demand truth:

Medical technology: Although medical devices undergo stringent regulatory testing, errors still occur in these


The Healthcare Communicator’s Survival Guide to a Trump Presidency


While president-elect Donald Trump’s inauguration isn’t until tomorrow, healthcare communicators are already feeling the effects of the transition and bracing for change.

It’s a new era, for sure, and unconventional, to say the least. But, fear not, we’re here to help you prepare.

As we look at Trump’s campaign platforms, cabinet picks, and his most recent press conference, there is a clear sense of his priorities in healthcare. As communicators, it’s our job to determine not only the impact on our business, but also how we can contribute to the conversation as thought leaders.

Top Issues

  • Repeal/replacement of the Affordable Care Act Trump-tweet-on-helath-care(“Obamacare”/ACA) – While we know that Trump plans to dismantle ACA, we don’t have a clear sense of what will replace it. During his confirmation hearing yesterday, Rep. Tom Price, Trump’s choice to head the Department of Health and Human Services, shared only that a plan would be ready in March. He alluded to some changes, including that “able-bodied” people will need to work to qualify for Medicaid benefits and removing the provision for young adults to stay on their parents’ health plans until age 26. While Trump has said


How Your New Year’s Resolutions Trigger Growth in Other Industries

We’re 12 days into 2017 – is your new year’s resolution still kicking? If it seems like less than two weeks is a ridiculously brief time span to lose sight of a new goal – it’s because it is. Research shows that most new year’s resolutions die by January 11th (aka…yesterday). But if you don’t find yourself in this group of fizzlers, congrats! Your willpower is stronger than most and it could be a whole month before businesses start feeding off the profits of your broken dreams.



Year after year, health and wellness-related resolutions like losing weight, being active, eating better, or improving personal wellness are consistently some of the most common resolutions, so it’s no surprise that they dominate the 2017 list. Of all the industries that use the new year to piggyback on thematic marketing campaigns or ads recycling the “new year, new you” concept, the one that surprisingly seems to see the least direct benefit, is the health care industry.

Most health resolutions relate to improving self-image, like losing weight through diet and exercise. When it comes to “getting healthy” 37 percent of individuals made this one of their…

Consumer Marketing

Brands that want to help with your doomed health resolutions



New year, new you. Right?

Well, only for about 9 percent of you, according to Statistic Brain. And another study conducted by the HealthifyMe app said 82% of users did not stick to their new year fitness resolution in 2016 for more than a week.

Resolutions were meant to be broken, essentially. Especially fitness and health-related ones. Regardless, year after year, they tend to be frequently chosen by consumers across the country. According to Statistic Brain, it leads the resolution pack as the most popular pick in 2017.

Each year, this provides a wealth of opportunity for fitness-focused brands to position themselves as the key to resolution-keeping success, especially given the wealth of media coverage discussing best practices. For instance, Fast Company just released a list of the best apps to help you keep your resolutions in 2017.

Some enterprising brands have leveraged consumers’ desire to be fit when launching new marketing campaigns and products. Below, we take a look at some examples of these in recent history:

1) Virgin Active (UK)

Virgin Active timed the launch of its gym-themed emojis to coincide with the start of 2016 (you know,


Top 5 Most-Read Health Care Buzz Bin Posts of 2016

‘Tis the season for looking back and looking ahead. Today, I’m continuing our tradition of starting the new year by looking back at the most-read health care posts on The Buzz Bin over the last year. We covered a lot of topics on the blog in 2016. Here are the reader favorites!

5. May Means Hope for Stroke Survivors: Kris Patrow eloquently shared her personal connection to stroke to introduce this important post about stroke awareness, prevention and treatment advances. The post also illustrates some incredible new treatments for stroke survivors on the horizon with client SanBio.20151021-s3_best-practices-for-handling-a-data-breach-1024x768

4. Health Care Data Breaches – The New Normal?: The last few years have seen a flood of data breaches in the health care space. Kim Blake dives into this topic, explaining why personal medical information is so valuable to hackers and how health care organizations can protect their data. This is important information looking forward to 2017 as more and more health data is stored electronically.

3. Gen Z: Five Key Insights for Health Care Brands: While everyone is still focused on millennials, Kim Blake looked ahead to Gen Z and shared


So You Hired an Agency… Now What?

The search for an agency is like a lot like dating. You talk to several different candidates, determine whether they meet your criteria and then meet in-person for a chemistry check. If it’s a good match, you move forward with the relationship. But once you’ve found “the one,” it’s important to build a solid foundatioall_about_relationshipsn. It’s those building blocks that you’ll use to reinforce the relationship as time goes on.

I recently started working with a healthcare client that had little experience working with communications agencies. We began our relationship by defining agreed-upon objectives and shared expectations. We told them what they can expect from us, and what they can do to help us be our best for them. This foundation is something we’ve revisited more than once in the last six months to make sure they’re getting the most value possible out of their relationship with us. You can do this with your agency, too. Focus on these three key things:

1. Share everything. Actually.

One of the best things you can do for your agency relationship is to immerse your agency contacts in your business and keep them in the loop…


The Art of Partnerships in Health


Why Sustainable Industry-Nonprofit Partnerships Make Good Business Sense

Industry-nonprofit partnerships can be enormously successful at delivering health messages, prompting both providers and patients to consider a new drug/therapy or learn about a disease and/or an intervention.

Nonprofits play an integral role of helping to spur public behaviors that advance the common good while at the same time providing a valuable, credible source for education and information in public-facing awareness initiatives.

Beyond finances, industry provides invaluable marketing expertise and insights as well as real-world solutions (whether preventative or therapeutic) for the public good.

Industry-nonprofit partnerships, when carefully designed, can earn far-reaching public-private attention. They can resonate in the earned space of all types of media and can thrive on social channels, achieving an unremitting “surround sound” effect. The ideal objective of such partnerships is to not only satisfy the industry’s business goals, but more importantly, have societal health at its core.

By going it alone, industry and nonprofits are much less likely to realize business growth or a meaningful, longer-term impact on Americans’ health. And even if an organization is wise enough to realize the importance of partnership, many go about these collaborations…