I had no idea that there were healthcare influencers! I’ve long been familiar with Johns Hopkins School of Public health, as it’s a top ranked MPH and med school. Here is there Twitter. It was actually a little different than I would think it would be. It was very informative, and personally being in the public health field I thought it was interesting. However, it was really only for public health professionals and those in the research world. It was very research heavy and even I had a hard time understanding their stand alone tweets. Its funny because this was one of the major reasons I passed on the MPH track. It’s all well and good to have interesting information, but if its not tied to strong intervention or communications, its effects are limited. However, I was really impressed with the CDC and APHA, but they have way less followers.
CDC Social media
The CDC had individual accounts for each health aliment which can be found here. I really liked the eHealth and Diabetes accounts. My favorite initiative is the “Public Health Nerd.” A great post is “ Suspect you are a public health nerd?” Very Creative! It doesn’t seem to be well maintained, and some of these posts are from 2013. When I checked Twitter for the#phnerd hashtag, there is a little activity, but very rarely is it linked back to the CDC. However, I’m glad I found it because people do seem to be really excited about public health. Using the hashtag I found some interesting public health Twitter accounts and organizations. There was one especially interesting organization called Lucky Iron Fish.
Also worth checking out is the CDC’s instagram. I was impressed to see they have 200,000 followers! However, some posts were awkward pictures of their campaigns. I was not feeling the below pictures. They are a bit cheesy and it took away from the other amazing posts. My favorite was about a local Ebola Campaign. There was entirely too much text, but I liked the overall idea. Another great example was an up close and personal shot of bacteria.
I’ve been reading so much about advertising campaigns and about writing copy lately. I haven’t seen many health campaigns really excel at writing copy, so I wanted to find some examples that are considered a gold standard, even if I had to look to other fields. Listed below are a few interesting blogs that give suggestions of good copy. All the examples seem to be very casual, simple and conversational in tone.
Particularly interesting was the fact that the highest ranked posts were all blogs on marketing! The most interesting part was not one single health company was listed, outside Oscar healthcare. However, Oscar is most definitely not nearly as creative as the other examples and has no blog. Another one I really liked which was highlighted by Enchanting Marketing is Innocent drinks and here is the blog for the company. It is humorous and addresses their values of fresh ingredients, without too much of a hard sell. Particularly amazing is that the UK government site is listed. I feel like this is definitely worth a look see.
The only real question that I have is what’s next? This is the question that constantly comes up for me. I think its my research background always wanting to know, so now what? What if all the healthcare providers starts doing this, how will people be able to differentiate between them? Maybe for some well established health centered organizations, they should avoid jumping on the bandwagon if wanting to remain credible and consistence in their patients eyes.
Last week I wrote a paper on a great tech startup. It made me wonder what else is around and it seems the health startup scene is off the charts. This article pointed me to a few that were noteworthy.
I.couch.me in this article, shows how using web conferences to remove barriers that keep people from getting the help they may need. However, there are serious checks and balances that need to be put into place to make sure this actually benefits the patients and makes sure that people aren’t just investing money into another thing that is suppose to help but doesn’t bc there is no quality assurance. Another startup that I heard about at a recent tech start up fair was Medisafe. They actually have well written, simple blog. This post is worth highlighting due to a featured testimonial about Medisafe. I would say these are pretty strong communications for a fledgling company only opening within past three years, they have communications similar to big budget pharmaceutical company. I particularly like their mission statement that talks about their own family’s struggles with medications management here. It shares the founders fathers had mistakenly taken too much insulin which I thought was a powerful opening statement.
Lastly, they work to engage and empower users by asking for their input (below). This is rare for a health centered organization to ask for patient input, as often it tends to be a top to bottom approach in the health and medical field. This seems to be a great way to generate positive customer feedback, which can then be recycled into marketing materials.
Since I’ve been posting a lot about pictures, I wanted to look into what makes a powerful picture. Here , here, and here are 3 quick and interesting articles on what makes pictures memorable. A quick internet search produced some of the most socially significant pictures of modern history. Buzzfeed had a extensive catalog, but be warned, they aren’t for the faint of heart.
Lastly, I did a quick search for important public health pictures. This two minute video describes how public health campaign images are now being tested for effectiveness by monitoring brain activity. Being able to harness these techniques to promote positive health outcomes is necessary in the public health world.
My absolute favorite campaign right now is the Ad Council’s Autism Awareness ( ad featured below). Here is a great video that seems like it could be appropriate not just for families learning how to handle an autism diagnoses but also for young students. This would help children develop more empathy and understanding towards those with developmental disabilities. I have volunteered with Easter Seals and truly believe in its evidence based programs. Here is some interesting info. on services for children while attending school. My favorite part of the organization was learning how having an inclusive school environment helps those with disabilities progress faster and helps those without learn to be empathetic and sensitive at an extremely young age = win-win.
Most importantly, here is an interesting a report that says financial and economic status plays a role in increasing chances of autism, as a mother’s health can effect rates. You can find the study on autism here. Just another example of how your environment can determine your health.
Since I’ve been posting a fair amount about public health campaigns, I figured I would see if there were any commercial campaigns that were targeting healthy behaviors, but through a marketers eyes. Here are some other campaigns that I thought had a creative twist from Trendhunter.
I also enjoyed this World Health Day campaign. This is classified as a public health campaign, since the desired end result is improved health outcomes and behavior change
When I was home for spring break getting my hair cut and I saw some attention getting packaging that caught my eye.
These were done by R and Co and its obvious that they are soaked in customer insights. In reality what does a well done manicure or a leather jacket have to do with hair spray? Absolutely nothing. And it doesn’t really matter. What matters is that I knew I liked it and it stood out from the other products. This made me wonder if any health products were trying out similar tactics.
When I looked to see if there similar techniques in packaging. I quickly was able to find a fair around. Below are some examples of a creative food, acne medicine and meal packaging.
This is my favorite packing item. As soon as I saw it I could imagine myself grocery shopping in NYC and seeing this, feeling home sick, buying it and sending a pic to my mom. I love that you can see the actual products and the drawings are creative without being too much. Its limit on colors, and white packaging help create a simple, crisp look that seem to be a good choice and properly reflect the values of a produce company.
This year I attended the annual BRITE campaign and was able to see some awesome presentations from CEOs on branding. They were insightful and largely talked a lot about marketing in the digital age. I wanted to review one particular talk as it is something that comes up regularly in our coursework as the new gold standard of advertising. It is considered a trailblazer and setting new standards for the industry. At the recent brite conference. Shelley Lazarus, CEO and Chairman of Oglivy showed the advertisement during the conference. She said that 170, 000 million people have viewed this campaign and it is not centered around its products.
At dinner last week, this came up with one of my classmates. We were talking about this case and I mentioned that we review this case so much, but what’s next? What are they going to do next maintain this momentum? My classmate had an excellent point. She said it’s more about what we can learn from it and why it is successful, then comparing what came before it or after it. Its better to focus on what we can learn from this campaign and how we can incorporate these kinds of insights moving forward. For example, working with a psychologist and extensive survey research went into this campaign.
So, even though at the end of the day, this campaign’s goal is to push products, the techniques they us should be incorporated into public heath campaigns other nonprofit campaigns. The point is by not making it about the product and focusing more about tapping into audiences attitudes and beliefs is what made this successful. Imagine if this was tied to an non profit organization aimed at empowering young girls. like Girls, Inc. I personally have worked with the organization and think its wonderful. It offers a range of services from teaching pregnancy prevention to media literacy to giving skills sets to identify and properly handle abusive relationships. I really think the Dove campaign would have benefitted if it worked to highlight a nonprofit who shares the values of female empowerment.
According to the MTA, 4.5 million people use the subway every day. This is astonishing as the population of NYC is estimated to be around 9 million. This means there is high reliance on the subway, but also it serves as an excellent medium to communicate with a large number of people.
Personally I feel MTA does a great job. The figures are simple and clear. Riders aren’t distracted by the messenger as they use colorful cartoon figures. Having this an option to communicate to such a large number of people is vital to public health professionals the ability to disseminate information to people quickly.
Here are a few more examples. You can see its well designed, has simple messaging. Even though the figures can be understood to people with varying English proficiency, these signs are great because they include multiple languages when they include additional information. The hoverboard example is a personal favorite.