Healthcare Intelligence Network
Audio Conferences
Accountable Care Organizations
Best Sellers
Behavioral Healthcare
Benchmarking
Bundled Payment
Care Transitions
Case Management
Coaching
Coding
Coming Soon
Community Health
Compliance
Consumer-Driven
Credentialing
Cultural Diversity
Diabetes Management
Directories & Databases
Disease Management
Disease Management Dimensions
Dual Eligibles
e-Books
eHealthcare
Emergency Medicine
Financial Management
Grant Funding
Health Care Management
Health Information Management
Health Insurance Exchange
Health Risk Assessments
Healthcare Reform
Healthcare Trends
HIN Benchmark Reports
HIN Special Reports
HIPAA
Home Health
Hospice
Hospital
Hospital Readmissions
Hospitalist
Human Resources
ICD-10
Infection Control
Information Technology
Long-Term Care
Managed Care
Marketing
Medicaid
Medical Guidelines
Medical Home
Medical Home Open House Training
Medical Practice
Medical Records
Medicare
Medication Adherence
mHealth
Nurse Management
Occupational Health
On Demand
Palliative Care
Patient Registry
Pay for Performance
Pharmaceutical
Physician Practice Transformation
Physician Organizations
Physician Quality Reporting Initiative
Podcasts
Population Health Management
Predictive Modeling
Pre-Publication
Prospective Payment System
Quality Improvement
Reimbursement
Revenue Cycle Management
Safety
Star Quality Ratings
Telehealth
Training DVDs
Transparency
Webinars
Wellness
What's New
Women's Healthcare
Subscribe to the Free
'Healthcare Business Weekly Update' e-Newsletter and receive the latest trends, news and analysis in healthcare.
Email:

Click here to view this week's issue
Home > HIN Special Reports
NOT ur parents' healthcare anymore: The 411 on selling health via new media
NOT ur parents' healthcare anymore: The 411 on selling health via new media
Recommend this resource to a colleague Be the first to review this item
Price
Your Price:
$147.00
Choose Format and Quantity
Format
Quantity
Add to Wish List
Description

Podcasts. Blogs. Cell phones. Texting. Instant Messaging. Social networking. Tagging. Web 2.0. UGC (user-generated content). Not only must healthcare and other industries be wired for new technologies, they must also speak the shorthand defining each new medium. Beyond the IT challenge, 20- and 30-somethings appear to turn a deaf ear to traditional healthcare and health insurance products.

But some healthcare organizations have ventured into this new territory. In the special report, NOT ur parents' healthcare anymore: The 411 on selling health via new media, three healthcare marketers divulge how novel marketing and product development tactics are grabbing the attention of Generation X and Generation Y. These early adopters share the unconventional and sometimes unintentional marketing strategies that are paying off in profitable new products that appeal to a generation that may be less invincible and more mature than most marketers believe.

This 35-page special report chronicles:

  • Generation Gaps -- who's who in Gen X and Gen Y and why you need to know what they think about healthcare;
  • Being where they are -- tips for understanding and locating key cohorts of Gen X and Gen Y and crafting a marketing message that resounds with them;
  • Real-life examples of new media-based offerings that are getting results by tapping technology to deliver the message and the product;
  • The impact of iTunes on downloads of Mayo Clinic podcasts;
  • Why your ER may be the ticket to Gen X and Gen Y;
  • The development, naming, launch and success of Tonik, Wellpoint's unique no-frills health insurance product aimed at 20-somethings;
  • Guidelines for staying top of mind and top of Google;
  • And much more!

Throughout this 35-page report, get out-of-the-box strategies for approaching new media and segments from these cutting-edge healthcare marketers:

  • Lee Aase, manager of national media and new media at the Mayo Clinic, talks about Mayo Clinic's venture into new media channels;
  • Scott Schroeder, president and CEO of Cohorts Inc., defines the generations and the behavior differences that can influence marketing results.
  • Aric Hooverson, account director, Grey Worldwide San Francisco and Shelley Patchin, director of advertising, Wellpoint, describe the research, development and marketing of Tonik, the Wellpoint's health plan whose urban language and edgy graphics are tailored to the lifestyles and attitudes of "young invincibles" (young adults ages 19 to 29).

This report is based on a March 2007 audio conference on developing and selling healthcare for the new generations via new media.

Table of Contents

  • Talking About the New Generations: Marketing to Gen X and Gen Y
    • Segments of Generation X and Generation Y
    • Appealing to the Segments
    • Reinforce Brand Image to Stay Top of Mind
  • New Media at the Mayo Clinic: Staying Top of Mind and Top of Google
    • Defining New Media
    • Reaching Across Generations
    • The Incidental Effect of iTunes
    • New Ways to Get Noticed
  • Tonik for the Healthcare Industry: Case Study on a Product for “Young Invincibles”
    • The Down-Low on “Young Invincibles”
    • Life Stages
    • Developing Marketing, Developing the Product
    • What’s in the Name?
    • Going Where the Target Is
    • Results: It’s All About the Numbers
  • Q&A: Ask the Experts
    • Matching Providers with Gen X and Gen Y Populations
    • Targeting the Proper Audience
    • Expectations for the Product
    • Customizing the Product for its Location
    • Effects on Other Products
    • Encompassing all Ethnicities
    • Effective Marketing Channels
    • Motivational Tools
    • Convincing the Young Invincibles
    • Tonik: Battle of the Sexes
    • Getting Connected
  • Glossary
  • For More Information
  • About the Presenters
Publication Date: August 2007
Number of Pages: 35
ISBN 10: 1-934647-00-4 (Print version); 1-934647-01-2 (PDF version)
ISBN 13: 978-1-934647-00-4 (Print version); 978-1-934647-01-1 (PDF version)
We Also Recommend
Strategies for the New Health Care Marketplace: Managing the Convergence of Consumerism and Technology
Strategies for the New Health Care Marketplace: Managing the Convergence of Consumerism and Technology
Your Price: $66.95
Buy
Using Web Technologies in Consumer-Driven Healthcare for Transparency, Decision Support and Health Promotion, an Audio Conference on CD-ROM
Using Web Technologies in Consumer-Driven Healthcare for Transparency, Decision Support and Health Promotion, an Audio Conference on CD-ROM
Your Price: $277.00
Buy
 
Browse Similar Items
Consumer-Driven
eHealthcare
Healthcare Trends
Marketing
Wellness

Population Health Framework: 27 Strategies to Drive Engagement, Access & Risk Stratification
Home Visits for High-Risk Patients: Tools, Timing and Outcomes
Case Managers in the Primary Care Practice: Tools, Assessments and Workflows for Embedded Care Coordination
Healthcare Operations Management, Second Edition
Care Compacts: Forming the Foundation of PCP/Specialists Care Teams, a 45-minute webinar on May 15, 2014, at 1:30 pm Eastern

Copyright Healthcare Intelligence Network. All Rights Reserved. eCommerce Software by 3dcart.