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


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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

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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

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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

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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?

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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?

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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

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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?

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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

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The Internet of Things: Catchphrase or Wave to Catch?

Dear House Rules,

It seems like every day, I hear the term “internet of things” – is it just a bandwagon, or is it a legitimate technology that can be applied to healthcare that I should be exploring on behalf of my clients?

Signed,

Want to stay up on the latest thing

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Creating a Strong – Virtual – Company Culture

Dear House Rules,

At our company, we’re considering moving to a completely virtual model and having all of our employees work from home. We can understand the benefits – for one thing, we’d cut back on overhead by not having a bricks-and-mortar headquarters. However, my fellow executives and I worry about how to maintain a sense of corporate culture when we don’t have many face-to-face interactions with our employees. Any advice?

Signed,

Will a remote company mean a disconnected staff?

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Video Marketing: Passing Fad or Future Phenom?

Dear House Rules,

I know that video is growing – I see it on more and more websites – but I can’t help wondering if it’s just the latest gimmick or a marketing tool that’s here to stay. I can’t decide if I should invest some marketing spend on video or not.

Signed,

Looking for more than the latest trends from video

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Use Patient Communication Tactics That Work

Dear House Rules,

In our agency, we’re used to finding better ways to communicate with doctors – after all, they’re the ones who write the prescriptions. But our clients’ sales data tells us those prescriptions aren’t always being filled. How can we deploy patient communications that have real impact?

Signed,

How can I improve my patient communications?

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