Jun 23 2016
It’s the gender twist to the old saying “you can lead a horse to water, but you can’t make him drink.”
When it comes to health, men* often are cast in the role of the horse, with “water” being played by any of the health care providers he needs to see when “dehydration” (illness or injury) sets in.
I recently had my own experience with this when my husband was diagnosed with ehrlichiosis and anaplasmosis. He spent three miserable days with a fever, chills and fatigue before he even considered calling the doctor. It was the classic and highly caricaturized “man-healthcare” scenario, with excuses including:
Once all of my husband’s “yeah, buts” were addressed, thankfully, he went to see the doctor. He received the treatment he needed and is on the road to recovery. But the difficulty in getting…
Jun 23 2016
As a craft beer lover, one of my favorite things to do when traveling – or, heck, even hanging out in town – is visiting local breweries. So what makes a great brewery? Well, you need to ask the experts. And who are the experts exactly? In my book, it’s WE THE PEOPLE – the beer-lovers of the world. So in conducting my research of “must visit” craft breweries across the United States, I reached out to the coolest beer experts that I know – my friends – and asked them for their favorite brewery experiences. Whether it’s the location (at the beach, on a lake, in the heart of the city, on a mountain or in the country) or the atmosphere (funky, urban, hippy, industrial or vibrant) or the beers (innovative, flavorful, traditional or hoppy), the key thing that I learned is, visiting a brewery is really more than just popping in to get a brew. It’s a total interactive, sensory, learning experience. If you have a “successful” brewery visit, you actually gain an understanding of the culture, hospitality, flavors, people, scenery and even history of the area. That’s pretty cool.…
Jun 21 2016
A few hundred business marketers converged on Chicago earlier this month for the BMA annual conference. This year’s theme: Growth ? How B2B Marketing Drives Business Results. Buzz words and clever hashtags aside, this is an important topic in marketing circles, and one that continues to be a struggle for businesses of all sizes.
However, there are great examples from industry titans like GE, Adobe and TD Ameritrade that are on the right track. While at the conference, I was fascinated to hear their actionable tips and stories about how to create marketing programs that deliver meaningful business impact. Here are my top three takeaways.
EVERYTHING Must Be Strategic and Deliver Results
“Every marketing team wishes they had a larger budget – even GE’s,” said GE chief marketing officer Linda Boff. But six or seven-figure budgets aren’t the only answer. The challenge is to be thoughtful about the investments you make and to be sure that everything – from a single piece of content to a global ad campaign – drives the outcome you expect.
The point? Ask yourself what you want to achieve and work backward from there…
Jun 16 2016
Being an influential communicator in today’s ever-evolving media landscape can be challenging. So how can we as communicators continue to connect and engage with consumers? Brand journalism and content marketing have exploded in recent years, making today’s communicators indispensable.
Earlier this week, I attended Ragan’s Health Care PR & Communications Summit. The pre-conference workshop, hosted by Mark Ragan, focused on brand journalism for corporate communications and how organizations are using it to connect with consumers, enhance media coverage and engage employees. Throughout the workshop, we discussed building content platforms and developing internal editorial processes, as well as how to engage consumers in your stories.
We took a deeper dive into brand journalism and the new role of the communicator from developing content strategies to turning employees and customers into brand ambassadors. Below are a few takeaways from the workshop and the role brand journalism plays in an organization.
Become the media versus asking the media to write your stories. It’s no secret the newsrooms are shrinking and journalists are becoming more strapped for time. But our stories still need to be shared. To ensure this, communicators need to develop a content strategy and write
Jun 10 2016
“Adopt healthier habits” is no longer a light suggestion heard once a year during annual checkups. In 2016, we’re actually pioneering the cause. According to Nielsen’s Global Health & Wellness Survey, consumers around the world are actively taking charge of their health, fueling the 32 billion dollar fitness industry and making a conscious effort to eat better. And the mass media we consume every day reflects it. We’re reading articles about the best apps for tracking calories, the best Instagram fitness accounts to follow, and sharing these on our own social networks using #fitspo and #mealprep.
On top of the large numbers of news organizations devoted to personal wellness content such as Greatist and well + good, Arianna Huffington announced this week her plans to expand her online news empire with a startup devoted exclusively to health and wellness. Clearly, the media category is expanding rapidly to meet the needs of our growing Spartan Race-obsessed, marathon-running, ClassPass-participating population.
Back in frigid February, the PadillaCRT Coppertone team experienced some respite from the cold at the Personal Care Products Council Annual Meeting in sunny West Palm Beach. During the meeting, the team spoke