By Dagmara Scalise Next-generation CRM in healthcare is here – but are ethics and personalization at odds? For The Drum’s health & pharma focus week, Merkle’s Dagmara Scalise and Erin Kelsh investigate. Today’s dominant personalization framework is all about knowing the individual and applying that information to intercept their journey and serve up relevant content that meets their needs. The end goal is to drive a relationship with the brand or product. That’s the theory. But the way it tends to play out in the real world is much less compelling. How useful, really, is it to send (or Read full story › Source: The Drum...
Read MoreBy Amy Houston As part of The Drum’s Health & Pharma Focus, we’re using insights from Kantar’s Marketplace, an automated market research platform, to look closer and creative trends and effectiveness in this huge category. When advertising in the health and pharma domain, there are often so many messages that brands need to get across to an audience – such as product benefits – that campaigns aren’t always the most enjoyable for viewers. But with the use of humor, brand mascots or catchy slogans and audio, brands in this sector can creatively capture the attention of consumers. It’s an ever-growing category with huge potential Read full story › Source: The Drum...
Read MoreBy Harry Lang From fat busting to FitTok, everyone can tell you how to live a healthier life, but only you can actually make it happen. Harry Lang discusses the dangers of health misinformation. There should be a government-sponsored service that tells you how to handle the next decade as you hit your 30th, 40th, 50th and 60th birthdays. A bullet point memo would neatly summarize the learnings and wisdom of millions of humans who have completed said decade. It could cover all the big topics – health, work, mindfulness, ethics, parenting, money, politics, sex and maybe a bonus segment on having Read full story › Source: The Drum...
Read MoreBy Claire Gillis For The Drum’s Health & Pharma focus week, VML Health’s Claire Gillis argues that marketers and researchers alike have to renew their focus on gendered gaps in health outcomes. For all of society’s talk about how much women count, the systems that underpin healthcare don’t count us properly at all. The net result is a women’s health gap at odds with advances in medicine. Something doesn’t add up. Despite headline achievements in the fight for equality, the small print shows that women spend 25% more time in poor health than men. Almost half of that burden Read full story › Source: The Drum...
Read MoreBy Audrey Kemp An effortlessly cool protagonist showcases how a pair of stylish smart glasses makes mundane moments extraordinary. Ray-Ban Meta has unveiled a new ad campaign for the spring and summer launch of its next-gen smart glasses. Ray-Ban Meta smart glasses, which run between $300 to $380, come in over 150 different color and lens combinations of the classic Ray-Ban frames. They boast high-quality audio and camera capabilitie, and an LED indicator on the left that lights up every time users take a photo or video. To showcase the glasses’ capabilities, Ray-Ban Meta enlisted the help of Charles Todd, a director and executive director at Read full story › Source: The Drum...
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