HBG Health - Brand Innovations for Health

Redefining the lines of communication between physicians and patients

Let’s review the stats: 

• Facebook has 901 million monthly users¹
• Twitter claims 340,000,000 tweets are sent everyday²
• The number of daily Pinterest users has gone up 145% since the start of 2012³

Clearly, it was only a matter of time before physicians and their patients began experimenting with social media. However, finding a way to communicate with patients in a way that is valuable, while maintaining confidentiality, is proving difficult. Although some doctors are interested in pursuing social media as an avenue to consult with patients, their places of employment may end up shutting them down. According to IT Publication NetworkWorld, Matt Goldstein, a soon-to-be Stanford grad, was expressly forbidden from using social media to communicate with patients by his hiring hospital in Boston. This policy extends to denying friend requests should they come from patients.

Although online forums currently exists where doctors can confer with each other, patients are left out of the mix. Some patients are turning to sites such as PatientsLikeMe, where individuals can discuss their medical situation with others that are in a similar position. The site currently has almost 150,000 users talking about symptoms, treatment options, medications and so on. However, physicians are not currently a part of this conversation.

In the past, healthcare has been more of a private business, with communication limited to the doctor and patient, and perhaps the patient’s immediate family. In today’s world, patients can interact with someone they will never meet about their symptoms and the latest treatment options. The opportunity is there for physicians to make this conversation richer and more beneficial, it remains to be seen how this will best be accomplished. 

How do you feel about this?

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The role of brand in healthcare reform

Healthcare as we know it is changing. Patients are becoming empowered health consumers, taking more control of their health decisions. Insurers are experiencing increased pressure to lower costs. Providers, whether a system, physician-owned practice, or integrated delivery network, are consolidating, and facing significant shifts in terms of reimbursement, and new challenges in patient care to achieve outcomes aligned with new government mandates. Competition within the industry will only continue to increase as a greater emphasis is placed on quality, value and outcomes. And as a result, it will be harder for provider organizations to differentiate themselves. We believe one way is through creating and elevating a relevant brand. 

A brand is more than a logo or a sign on your door. It is the culture of your organization, the organizations you partner and affiliate with, and the products and services you offer. Your brand is the personification of your vision, and it should have a strategy that is uniquely yours. To survive, and thrive, in the new healthcare paradigm, you must have a powerful health brand that wraps around all areas of your organization.

Never before has brand played such a critical role in an organization’s ultimate success. The organizations whose brands make a promise about who they are and what they are capable of providing, and can deliver on that promise, will become the category leaders in their sector.

Have you considered how your brand can impact the future growth of your business?

 

 

 

 

 

Walgreens Creates a Breakthrough in Retail Health.

We’ve been talking about emerging retail health for the last two years, spotlighting brands you know, and brands you don’t, that are making a significant difference in health and well being.

Kudos to Walgreens for the birth of its next-generation retail face. With this new model, Walgreens moves from a traditional pharmacy delivering thousands of medications everyday, to a major destination for consumers who will appreciate a portfolio of health and wellness offerings like never before under one roof.

What does it take to change the game in your industry? Walgreens knows. It’s a customer-centric approach. It’s about knowing your customers better than they know themselves and delivering a product that will leave them wondering how they ever lived without it. To change the game, you need to think about how your brand can make a difference in your customers’ lives.

Walgreens opened it’s new flagship store, located in downtown Chicago at State and Randolph, that embodies the evolution of what it means to be a health brand.

The new two-story store, which opened on Tuesday, focuses on being well and living a healthy lifestyle. Innovative food and convenience products like the juice bar and made to order smoothies, hand-rolled sushi prepared fresh daily, on-the-go meals including fresh made sandwiches, wraps and salads, and the debut of Walgreens’ healthy snack and drink brand, Good & Delish, and its Nice! brand of groceries and household items sold up to 30 percent less than national brands, are only the beginning.

On the second floor is the pharmacy, and a miniature salon where patrons can get manicures. Customers are greeted by a “health guide,” a pharmacy technician or nurse practitioner who can answer questions about medications. The pharmacist is no longer shielded by the glass wall, and is instead seated at a desk behind the “health guide.” Why? To increase patient-pharmacist interaction, and ultimately to improve patient outcomes. There are two small kiosks where patients can check in, pick up and pay, by credit card, for recurring or pre-filled prescriptions. In another area is the Take Care Clinic, staffed by a nurse practitioner who can administer vaccinations, perform physical examinations, and treat minor wounds.

Walgreens has created a one-stop shop for customers, evolving from a healthcare provider to a health and wellness destination.

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Healthcare in the home.

Home healthcare, which includes visits and stays from nurses, physical therapists, speech therapists and home health aides, is increasingly in demand. The aging population and shifting demographics are two main driving factors. The United States is experiencing a multi-decade shift away from several generations of a family living in the same unit and towards individuals living in small units independently. People move farther away from where they were raised, and the model of younger members caring for their older loved ones is not as commonplace. The health needs of older family members is being handled by a health professional in one’s day to day activities. Moreover, to cut costs, post acute-care in many cases now equals shorter hospital stays and the inclusion of home healthcare as the long-term care strategy.

Home health comes with hurdles such as high state regulation of who can perform health services, insurance coverage issues and reaching patients in rural locations. Yet the benefits are there. With the rise in medical technology usage, doctors can conference into people’s homes for periodic check-ups.  This means thorough training of patients and providers, and the important factor of whether or not patients are comfortable receiving this type of care. 

 

Another important factor of consideration is support of caregivers that are not independent. It has been reported that as many as 44 million unpaid caregivers provide care to people that are again or have disabilities in the United States. These caregivers need to be aware of their own health needs as what is can be incredibly stressful and harmful to one’s health.  

The speed bumps are in place but we are moving forward. Home health is growing and here to stay. How one capitalizes and recognizes the strengths and barriers to implementing and sustaining this type of healthcare are crucial. Useful resources include the National Association of Home Care & Hospice and the U.S. Department of Health and Human Services’ Center for Medicaid and Medicare Home Health section.

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What’s in a good provider advertising campaign anyway?

How about one that is still going strong three years after its launch, one that truly differentiates itself from others in an overly crowded marketplace? Well, the Cleveland Clinic has done this with its ‘unadorned facts’ ad campaign.

The campaign breaks away from traditional healthcare advertising, bringing instead a unique and distinctive approach to communicating with the consumer.

This isn’t surprising, as more hospitals and clinics are trying to break through the clutter. A recent MedCity News article about the highly successful campaign stated “in the first six months of 2011, advertising by American hospitals, clinics and medical centers rose 20 percent to $717 million.” 

MedCity News asked recognized health branding experts to give their opinions on the campaign, including HBG’s CEO and Founder, Jeffrey Nemetz. 

In the article, Nemetz raises a very important point about the holistic aspect of advertising, the foundation for a truly successful ad campaign. The ad campaign must align with all touchpoints within the hospital delivery system. Ultimately, it’s all about the patient experience.  

So before you develop your next ad campaign, think about all touchpoints in which your intended audience will experience your brand; make sure they align and tell the right story. Because if you don’t, it won’t matter how different your campaign is. 

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The hype on hypertension

Perhaps you’ve noticed a lot of hype lately on hypertension. Well, it’s not just hype, it is a growing health concern.

The trend used to be that it was a condition that typically affected those men over 40 and women after menopause, however, this has changed as more and more younger people are being diagnosed with the condition. Now, almost one in five young adults, ages 24-32, have hypertension according to a recent study. Even more frightening is the increase in children with the condition. A recent article by Cardiology Today stated “children who are overweight or obese have nearly a threefold higher prevalence of adiposity on hypertension compared with normal-weight children.” With the growing incidence of hypertension, in all age groups, it’s important to know the facts.

So what is hypertension? Hypertension is the term used to describe high blood pressure.

What are the causes and risks?

Many factors can affect blood pressure. Your chances of having high blood pressure increase with age. And, you have a higher risk of developing high blood pressure if you are obese, often stressed or anxious, eat too much salt in your diet and/or drink too much alcohol. Hypertension greatly increases your chance of having a stroke, heart attack, heart failure, kidney disease and even early death.

What can you do to prevent it?

Maintaining a healthy weight, limiting alcohol intake, exercising regularly, cutting back on salt and eating a balanced diet are all key to preventing hypertension. There is even a new diet designed for prevention, and treatment, of hypertension.

The DASH diet, created after the results of a large clinical study, sponsored by The National Heart, Lung and Blood Institute to examine the effects of diet on hypertension, were analyzed. DASH stands for Dietary Approaches to Stop Hypertension. It has been documented to reduce blood pressure in just two months. Key to this diet is low salt intake, high fiber, low in fat, and high in potassium, calcium and magnesium.

Hypertension is a serious but preventable condition. So next time you think it’s just hype, think again.

To Your Health.

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Furry friends’ health movement.

I went to a talk a few months ago, someone was speaking about efforts to streamline volunteer efforts for non-profits in Chicago.  They said, “They are the people that work with the animals and the people that work with the people.  Two separate groups.”  Laughter from the audience ensued.  People who love animals, and have pets, for the most part take great care of their animals.  For many people, they are a part of their family or even are their family.  Thus, people spend a lot of time, resources, and money caring for their furry friends.  The business world is catching on.  Even Ellen DeGeneres is an owner of a pet food company, Halo.  When speaking about why she became an investor DeGeneres said, “I think Halo is incredible, I decided to become part owner in hopes that all animals have the chance to be the healthiest they can be… Halo is the best – just read the ingredients!”

Today it was announced that a new venture, Petflow.com, raised $10 Million in series B round of financing, led by Lightspeed Venture Partners. Petflow.com is an online store that delivers all of your pet’s needs on a schedule that you choose.  I also recently noticed that in an advertisement for pet store, Petco, they changed their tagline from “Where the pets go,” to “Where the healthy pets go,” with an asterisk inserting “healthy” into the tagline/logo.  Petco has not changed the logo on their site, but shows a shift in consumers’ interests in the needs of their pets, and what they want to buy and are willing to pay. 

Back to my thought about the quote; some people may think that health in terms of pets is not centered in the health marketing industry.  Yet if a pet food brand, store, or provider wants to become healthy, they might look to other products that have made this shift in.  Whether or not you’re feeding Fido sweet potato and venison pet food, this may be something to keep your eye on.   

The doctor will see you...NOW

It was only a matter of time. In another example of the relentless march towards the “consumerization” of medicine, and a world where doors are not only open, but may not even exist to bar access to healthcare, I point to InQuickER. Southern California hospitals are ahead of the curve with this online appointment system for the ER, which not only gets you in, but assures you’ll be seen.

As we are all witnessing an increasing number of consumer-focused healthcare models, with providers increasing their attention (and investment) on attracting a newly in-tune and savvy audience, I believe this will prove to be a milestone. In this development, ERs have the opportunity to reach out and connect with patients who are increasingly more adept at finding convenient, “user-friendly” healthcare options. Such a transparency in the scheduling and access system will certainly increase these ERs' brand awareness, and will quite probably increase consumer preference as well.

Of course, the development raises some concerns. Specifically, what will this do to the convenient care model of CVS MinuteClinic and others, whose primary value is touted as alleviating stress on emergency rooms? Of course it depends on how ERs will triage the incoming appointments, and whether or not there is a low water mark for what conditions are accepted, but convenient care models should nevertheless be taking notice.

The test will be interesting indeed, and no matter the outcome it will undoubtedly be a guidepost for future, like-minded innovations in access to care.

Thoughts on the New Health Care Consumer... Part I

Let’s face it; we’ve reached a point of critical mass in healthcare today. It is at this tipping point that I realize the healthcare consumer of old has been replaced by a new consumer, who actively criticizes the current healthcare system we have in place. This consumer is aware of a complex system fraught with gaps and inconsistencies. They are demanding of new technology and tools to optimize their wellness. And most of all, they are looking for new models in the health care system that manage care rather than simply treating sickness. With this information in mind and spurred by the findings of the 2010 Deloitte healthcare consumer survey, I believe that it would benefit many to know who this new healthcare consumer is, what they want, why they want it and how they go about obtaining what they seek.
 
Therefore, in the next couple of weeks you’ll see me defining key characteristics of this new healthcare consumer, such as their active pursuit of information, new methods of communicating and their want to feel engaged by the healthcare system. At the end of this blog series, I’ll share my own thoughts on what this change means for healthcare providers and for new models of healthcare. But, most importantly, I’ll share my thoughts on what I believe needs to be done to market brands effectively to this strong minded, aware, and evolved health care consumer, who is likely to ignite a change that will affect health care sector for many years to come.

An "earthy" ode...

In honor of the 40th Anniversary of Earth Day, I felt it was only fitting to take a moment and recognize some of brands who are stepping up and, in my opinion, actively enhancing the health of our planet (and its inhabitants) in innovative and inspirational ways. The companies on this list demonstrate that when you consider health (on a personal, organizational or global level) to be a business priority, rather than a marketing campaign, you unleash tremendous potential for your brand and its place in the consumer’s mind.

GE – Healthymagination
With a “shared commitment to creating better health for more people,” this is without a doubt one of those companies that I have crush on. From innovating medical records to create a more accurate and streamlined patient experience, to offering a resource for looking (and participating) in all the health-focused conversations taking place across community sites.
 
Clorox – GreenWorks
Cleaning your house, cleaning the planet – it’s all the same to the folks at Clorox. A company that took traditionally toxic products and transformed their offering to save us from jersey dirt and global decay…all at the same time. 
 
Patagonia
Having focused on a healthy symbiosis with the environment for years, it was hard for me to imagine Patogonia doing anything THAT innovative. But founder Yvon Chouinard, in partnership with American Express, climbs above the rest: http://www.youtube.com/watch?v=wlaYJhLylzw
 
Sun Chips
Yes, it’s the loudest bag of potato chips you’ll ever handle, but Sun Chips has set itself apart by creating the industry’s first bio-degradable bag. Coming on the heels of their announcement that the products are made using solar energy, this innovative packaging move demonstrates an ongoing commitment to being a healthy leader – and a healthy brand.
 
Pepsi – Refresh Everything
As we’ve seen, the companies that are really making their mark aren’t just the ones taking great strides – they are they ones who are bringing the rest of us along for the ride. Taking money away from the Superbowl and placing it in the hands of America to effect true change, Pepsi is helping us contribute to the betterment of our health and our world by setting our own priorities and acting, for once, as a community.

P&G - Future Friendly
Enough said.