By Tom Gillan Amid all the talk of cookie deprecation, we can’t forget that many digital marketing strategies still rely on getting users to opt-in to data sharing, says Space & Time’s Tom Gillan. In healthcare, that’s not easy. You can lead a horse to water, but you cannot make it accept cookies. In healthcare professional (HCP) marketing, as elsewhere, achieving high cookie acceptance rates is a common goal. But it’s not easy, amid concerns over privacy, regulatory compliance, and limited time and attention spans. on medicine, marketing, and media at The Drum’s health and pharma focus These challenges underscore the importance of navigating the delicate Read full story › Source: The Drum...
Read MoreBy The Drum Our quickfire analysis of the brand, marketing and media stories that might just crop up in your meetings and conversations today. Peloton loses CEO as sales tumble Home fitness brand Peloton has lost its CEO Barry McCarthy and is slashing 15% of its workforce to tackle a post-pandemic slump in demand for its connected fitness equipment. Sales at Peloton had boomed during the pandemic as gyms closed and people tried to stay fit from home. However, despite aggressive marketing and advertising sales collapsed as the world reopened and McCarthy attempted to revamp Peloton as a subscription business. Peloton has not made a net Read full story › Source: The Drum...
Read MoreBy Lucy Hobbs New legislation puts people before procedures, says Lucy Hobbs of Inizio Evoke for The Drum’s health and pharma focus. We’re no strangers to aesthetics. In fact, the number of people receiving ‘tweakments’ has grown to 11% of the UK population. So it’s no surprise that governments, both in the UK and elsewhere, are looking to shake up legislation around non-surgical procedures – and that those changes are sparking conversations across the aesthetics industry. Why the change now? Well, we’ve all heard horror stories of botched cosmetic procedures. For some people, the physical and emotional impact is immense. Devastating, Read full story › Source: The Drum...
Read MoreBy Jamie Bailey Ever shared an article on social media after reading only its headline? Jamie Bailey of Ledger Bennett explains that slowing down can be key to making meaningful content “Polar bears face starvation threat as ice melts.” What’s the point of a headline? To give the newspaper reader a clear picture of an event. That’s a good newspaper headline because the message has been shared concisely and clearly. You don’t really need to know anything else. You can infer that the melting ice results in a lack of food for polar bears. It doesn’t take much work. But there’s a big difference between Read full story › Source: The Drum...
Read MoreBy Frankie Everson Atomic Matter’s Frankie Everson has lost patience with healthcare’s dependency on language like ‘patients.’ She shares how her time with illness revealed just how dehumanizing the term actually is. As a strategist working on health brands, I’ve spent the best part of my career trying to imagine and evoke what has always been described as the ‘patient experience.’ I’ve diligently mapped out ‘patient journeys,’ trawling the internet for quotes and blogs that help bring to life the intricacies of living with a particular disease. I’ve tried my best to bring ‘patient insight’ into my briefs. Yet it was only a couple of Read full story › Source: The Drum...
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