Posts Tagged ‘healthcare marketing’



Marketing 101 Revived: A New Healthcare Consumer Report

April 25th, 2012
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In my previous post, I discussed the need for healthcare companies to take a more market-focused approach to the healthcare consumer, including a more concentrated effort to segment the market and tailor strategies to different consumer groups.
 
Today, I’d like to explore the growing power of the healthcare consumer.
 
Overall, healthcare costs – both on the societal and the individual level – are increasing. Consumers are required, one way or another, to pay a greater share. So they are starting, albeit slowly, to ask questions about value. And they are interested in the value to themselves, individually, not to the population as a whole. How the consumer perceives healthcare value is an area that needs a lot of further exploration.

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Does the Healthcare Industry Need to Revisit ‘Marketing 101’?

April 16th, 2012
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Healthcare practitioners and technology developers alike are experiencing new pressures to either reduce delivery costs or to consider cost-effectiveness when developing new products. As an illustration of this new pressure, nine medical societies recently listed 45 procedures that they believe need to be streamlined, or eliminated, to reduce costs associated with patient care.
 
We at Popper and Company believe that many of these recommendations are fairly obvious, such as not ordering a CT scan or antibiotics for someone with uncomplicated sinus inflammation, or forgoing routine annual electrocardiograms for low-risk, asymptomatic patients.
 
But these medical society recommendations addressing patient care point to an important issue for life science companies in the business of developing new health products—a need to get away from building revenue projections based on a population-based “screening” mode, and an urgency to shift to ensuring desired ROI based on a personalized one.
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