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Challenges to Marketing New Patient-Centered Technologies Ahead

Gienna Shaw, for HealthLeaders Media, September 2, 2009

It is much more effective in its messaging and eminently more relatable than the Emerald City ad (though just as cool to look at). Toward the end of the ad, the screen shows an interconnected web of healthcare professionals, with an avatar labeled "you" at the center. Like the Kabuki ad, it's all about the patient, something that the Emerald City ad doesn't quite get at.

Although healthcare organizations have created marketing around the latest clinical equipment (to varying degrees of success) marketing connectivity and electronic health records is fairly new. (Mayo Clinic is also doing some work in this area.)

To be effective I think that healthcare organizations are going to have to take a cue from the very benefit they're promoting—the fact that the patient is at the center of everything a healthcare organization does.

You can view both Kaiser Thrive ads in today's post on the MarketShare blog, "Do Kaiser's New Thrive Ads Get the EHR Message Across?" Head over there to watch them and let me know what you think.


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