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Challenges to Marketing New Patient-Centered Technologies Ahead
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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Gienna Shaw is a senior technology editor with HealthLeaders magazine. She can be reached at gshaw@healthleadersmedia.com.
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Christine B. (9/2/2009 at 3:10 PM)
I wonder if Kaiser's goal is to "create demoand" for EHR's by educating the public on their importance? About 12 years ago, before organic foods were as widespread as they are today, I studied the marketing strategies of a company called Horizon. At that time, most people didn't know what "organic" was. Horizon was able to increase sales of their organic milk products by using their marketing and advertising to educate the public on the health benefits of organic milk. Their marketing message focused on "why you should buy organic milk" not "why you should by Horizon milk." Their strtegy was very successful, because even though they were promoting the category of organic milk, they took a substantial lead in market share, even though there were several other large organic milk brands available on a national or large-regional scale.