Healthcare Marketers Divulge How
Novel Marketing and Product Development Tactics
Grab the Attention of Gen X and Gen Y

NOT ur parents' healthcare any more:
The 411 on selling health via new media

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Reserve your copy today and Save 15 percent when you order by August 9!

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. In NOT ur parents' healthcare any more: The 411 on selling health via new media, discover how early adopters, Wellpoint and the Mayo Clinic, are using 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.

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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).
NOT ur parents' healthcare any more: The 411 on selling health via new media

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!

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"NOT ur parents' healthcare any more:
The 411 on selling health via new media"

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NOT ur parents' healthcare any more:
The 411 on selling health via new media


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