Xavier Creative House

BUILD ON YOUR SUCCESS

Ask the XCH experts for healthcare brand-related advice anytime.


Please leave this field empty.

Marketing Agency or In-House Marketing?

Dear House Rules,

We’re reviewing the marketing at our company, especially now that we have a massive new product launch coming down the pike. We need to ensure that our marketing materials are strong, while keeping costs in check at the same time. Should we out-source to an agency, or beef up our in-house marketing department? 

 Signed, 

Not sure which way to jump

View Post

Reverse Mentoring

Dear House Rules,

As a tech savvy millennial working in a company shared by employees spanning four generations, how can I best leverage my skill set to advance within the organization? Our company doesn’t have a formal mentoring program so what can I do to be seen by senior management?
Sincerely
A hopeful emerging leader

View Post

Creating a Wellness Program in a Remote Environment

Dear House Rules,

I manage a team of 20 virtual employees.  I realize they have many benefits from working from home, but have a concern that the work environment lends itself to a sedentary lifestyle.  What do you suggest I can provide as inspiration to keep my employees active and alert during the work day?

Sincerely,

Keep Em Healthy

View Post

How Augmented Reality Can Augment Your Bottom Line

Dear House Rules,

Augmented reality. Virtual reality. Google glass. 3D animation. There seem to be so many new technologies out there now that I’m having a hard time keeping up. I want to recommend the best and most relevant tactics to my client – but I can’t do that unless I understand them myself. Let’s start with “augmented reality” – what is it, and what benefits does it offer?

Signed,

Need to go back to school on the latest tech

View Post

Summer Reading for Fun and for Learning

Dear House Rules,

This time of year, summer vacations begin, and I don’t think anyone in our office has had time to read more than an email or whitepaper all year. With that in mind, can you recommend some good books to stash in the old beach bag? Not necessarily the best-sellers – we can get that information from plenty of other sources – how about what books your staff is reading?

Signed,

I feel the need – the need to read

View Post

Marketing to Boomer Consumers of Healthcare

Dear House Rules,

Every time I contemplate “baby boomers” as a group, I think of my aging parents – slow to adapt to a changing world, rejecting technology, just using Facebook to share pictures of their grandkids. Most of the people in my company’s marketing department are in their 20s and 30s. We know the Baby Boom group is a huge healthcare audience, but what are the most effective ways to target them?

Signed,

Want to learn more about this desirable demographic

View Post

Online Reviews and Their Place in Healthcare

Dear House Rules,

I know online reviews are a crucial part of digital relationship-building for businesses like airlines and retail chains, but it’s hard for me to imagine that they really influence a patient’s decision-making process regarding their healthcare. Do online reviews matter for hospitals and medical practices?

Signed,

Want to get an A+ in managing my brand’s online review

View Post

Does Print Still Have a Place in Healthcare Marketing?

Dear House Rules,

The future of healthcare marketing is digital – everyone knows that. So what about the few holdouts in our company’s marketing department who continue to advocate for print as part of an effective overall marketing mix? Are they stuck in the past – or are they actually on to something?

Signed,

Is little paper the secret weapon of Big Pharma?

View Post

The Role of Text Messaging in Healthcare

Dear House Rules,

When I think of texting, I think of my teenagers bent over their smartphones, oblivious to everything but their friends. What I don’t think of is healthcare. Yet I’ve been hearing that secure text messaging is being used increasingly in hospitals – and may even improve results among outpatients. Has that been verified? What about the HIPAA and privacy concerns?

 

Signed,

R U sure hospital texting is that gr8 an idea?

View Post

How Can Healthcare Use Social Media Influencers?

Dear House Rules,

More and more frequently lately, I’m hearing and reading about “social media influencers” – people with tens of thousands of fans or followers. This seems like an area of huge potential for pharmaceutical and device companies. Is it being explored? What is the promise and what are the pitfalls?

Signed,

Exploring using social media influencers in the right way

View Post

Infographics Aren’t As Simplistic As They Look

Dear House Rules,

My company is getting ready to launch a new product in the diabetes market. We have lots of information to convey to consumers about the disease state itself and how our product could help in a unique way, and we’ve been toying with the idea of using “infographics” to get our message across. They just look so cartoony to me, though. What’s the upside – and why are so many companies using them?   

Signed,

Can we send a serious message with an infographic?

View Post

Social Media Content Calendar: Where Do I Start?

Dear House Rules,

 

I oversee marketing for a large hospital system, and while producing an annual report and a few newsletters each year used to be enough, now I see my competitors all over social media. I want our organization to be playing in the social media space too, but I need help developing a content calendar, and don’t know how to begin.

Signed,

No more social (media) wallflower

View Post