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Or, send you to ligation hell because some data was misused, HIPAA was violated or patients just don't like the idea of marketers have access to data no matter how confidential and the security steps taken to keep it that way? Me, I believe big data will set healthcare organizations free and in the process their marketers as well. You see, healthcare marketing should be driven by data. Data used to identify unmeet healthcare consumer medical needs, where those unmet needs are located and in the design of the healthcare consumer friendly offering, priced at a point that they will be willing to pay. This is the way it always should have been, but hasn't. Goes for some healthcare IT and medical device manufacturers too. Now that Walgreens and other non-traditional providers of healthcare services are expanding and taking a retail approach which is driven by big data, hospitals and health systems as well as others need to start paying attention and looking at their healthcare servi

The CMO Advisory Service at IDC is conducting its annual barometer survey. This is the 10 th year of the survey.  All respondents will receive a free copy of the report produced from the results of the survey and an invitation to IDC's exclusive Client Telebriefing. During The CMO Advisory's 2012 Marketing Benchmarks survey we collected data from ~100 of the largest and most influential tech companies, their combined revenue totaled nearly $750 Billion.  The barometer survey provides a "finger in the wind" follow up to the Benchmark Survey providing detailed guidance to senior marketers. Areas of focus include: budget ratios, program spend, headcount allocation, and in-depth insights into key trends in the industry and forward looking roles and programs.    If you are interested in participating:  contact Sam Melnick at smelnick (at) idc (dot) com Below are some answers to questions you might have: Q: A free report and webinar, cool! Wait what type of information

Previously, Australia Part 1: The Farm We left my sister's family's farm on December 29th, Eleanor's 35th birthday. We got into Maroubra (a diverse beach suburb to the south of Sydney) in the afternoon, picking up a wholly inadequate birthday cake at the local Greek bakery on the way. (This chocolate-vanilla layer cake was literally the only disappointing food we ate during our entire trip--too bad it cost a whopping $50!) The kids immediately ran outside to play with my sister's Australian niece and nephew, Sylvie and Finn. Eleanor and her family live in a two flat above Simon's twin sister Kate and her family (her two children are about the same age as mine), which makes for very close, happy cousins. Kate offered to babysit that first night so that we could celebrate Eleanor's birthday in style. At Icebergs for Eleanor's birthday Simon took us all to a super swanky restaurant overlooking Bondi Beach, where we had delicious food, craft cocktails and two m

It's a valid and serious question given Walgreens publically stated goal of being the "healthcare provider of choice for everyday health" . Walgreens took a big step in that direction with the approval of three ACOs. Interestingly enough in my 30 years of healthcare marketing, being the provider of choice has long been a staple of hospital and health system goals and objectives, business plans and presentations to the Board and medical staffs. Has anyone ever really accomplished that? That is more of a rhetorical question than anything else. But I am willing to bet that the answer is no. And I seriously doubt that it can be achieved from a hospital or health system marketing perspective. At least not to the extent that Walgreens and other non-traditional entrants into the healthcare marketplace that are well funded, understand consumer behavior and marketing, service development, pricing, customer experience and brand recognition can achieve. If you're serious about

Last week with the CMS announcement of an addition 106 ACOs, scant attention was paid to who those ACOs were awarded too. Buried in the 106 new ACOs announcement, you will find the Walgreens Company had three market applications awarded to them in partnership with 3 physician groups. The ACOs are in Texas, Florida and New Jersey. Their employer worksite clinics have been certified as medical homes . It is rumored that Walgreens is making plans for their own private health insurance exchange . A formidable competitor in the retail clinic space, they just became the 800 pound gorilla in the room. I have written about Walgreens eight separate times and their retail health efforts that would fundamentally change healthcare from a competitive and marketing standpoint since I started writing this blog. (If you're interested you can use the search function of the blog and find the posts. Just search the term Walgreens.) And for the most part the reaction has been "it's just a f

Here are our Top Ten calls for 2013. Please feel free to contact me in 365 days and we can tally up our success rate! 1. The C-suite (CEO, CFO, and COO) will demand that the CMO produce both a strategy and a plan for how market-driven data will significantly contribute to corporate objectives. 2. The CMO and the CIO will begin the year as functional peers and end the year as either friends or frenemies, and per the CEO, the CIO will become more actively involved with the CMO in all marketing automation decisions that have cross-functional implications. 3. The automation outlay could approach 10% of marketing's discretionary budget in 2013, with two-thirds of the total outlay coming from marketing and one-third coming from IT; for "best practice" organizations, this will shift to 50:50 by 2014. 4. Even with their new partnership with the CIO, many CMOs will find that their positions are in jeopardy as they failed to produce a robust data analytics function — or even a game

With healthcare changing so rapidly, 2013 promises to be even more challenging as the implementation of ACA moves forward. The healthcare industry whether they like it or not is becoming more consumer oriented. Those individuals enrolled in Consumer Directed Health Plans are shopping for healthcare services based on price and are price sensitive for example. Many more changes are coming that will put the healthcare consumer in charge and they will be demanding answers. Here are 10 more steps that healthcare marketing departments need to take right now to be relevant and lead their organizations to a more healthcare consumer focused environment. 10. Educate your organization about the value of your department and work. Lead and prove your departments ROI. Marketing just doesn't make things "look pretty". 9. Scan the B2C companies for their marketing successes. Learn about them, adapt them to healthcare, and implement successfully. Healthcare will take giant steps in 2013