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October Book of the Month

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


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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. But some healthcare organizations have ventured into this new territory.

NOT ur parents' healthcare anymore: The 411 on selling health via new media
10% Discount
In the special report, NOT ur parents' healthcare anymore: The 411 on selling health via new media, three healthcare marketers divulge how novel marketing and product development tactics are grabbing the attention of Generation X and Generation Y. These early adopters share the 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.

Throughout this 35-page report, 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).
Order online by October 31, 2007 and receive a 10% discount!

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