Social Marketing as Health Intervention: A Profitable Partnership

flickr: surlygirl

A few years ago, researchers in Baltimore teamed up with their city’s Experience Corps (EC), a volunteer program that recruits adults who are 55 or older to volunteer in the public schools to tutor and mentor children.

The EC mainly focuses on increasing literacy among children who are in kindergarten through 3rd grade.  However, the researchers in this study did not focus on measuring the children’s reading outcomes. They were focused on measuring the older adults’ health outcomes.

The older adults who participated in the study were not told that by volunteering in the schools they could improve their own health through increased physical, cognitive, and social activity. Instead, involvement in the program was marketed to potential participants as a way to make a difference in the next generation. Read more

A Shoe-in Strategy: Building Adoptable Healthcare Social Media

The Olympics are over, but if you watched any of the races, or even just the opening ceremonies, you probably remember Nike’s neon shoes worn by many of the top athletes.

Nike wasn’t an official sponsor of the Olympics, and so its marketing opportunities were limited by Olympic rules, yet it pulled off one of the most memorable marketing campaigns during the Olympics in what writer Shareen Pathak dubbed the “neon-shoe ambush.”

Pathak published a post in which she interviewed Nike’s global creative director for the Olympics Martin Lotti. During the interview, Lotti shared insights into Nike’s Olympic success­–insights that could be adapted to kick-start the development of social media efforts in hospitals or healthcare clinics. Read more

Beyond Marketing: Social Media as a Cost-Saving, Life-Saving Healthcare Strategy

flickr: webtreats

Last week I was trolling ProQuest for recently published dissertations. I do this regularly to try and be on the front end of Internet and social media research. Before being published in journals or books, new researchers’ work is often published in dissertation form.

One of the disturbing trends is the prevalence of new reseachers’ assumptions that social media is a dominant force everywhere for everyone talking about everything. One dissertation published last month even claimed the study was an examination of “why we’re obsessed” with social media. Read more

Patient Online Communities: Lessons from Trials

flickr: dgray_xplane

This is part 2 of an interview with Naser Partovi, CEO of Wellaho, and the first in an occasional series exploring best practices for implementing online communities to prevent or manage illnesses. If your clinic, hospital or healthcare system would like to be considered for inclusion in this series, please contact dan@hivestrategies.com.

In my last post, Partovi shared how his personal experience influenced the design of his outpatient management software called Wellaho. Today’s post focuses on his advice for those considering online communities for patients.

Naser Partovi, who has implemented online communities for patients with congestive heart failure, diabetes, obesity, and asthma, shared his advice for others considering implementing online communities for their patients. Read more

From Tragedy to Trials: One Caregiver’s Story

This is part 1 of a 2-part interview with Naser Partovi, CEO of Wellaho, and the first in an occasional series exploring best practices for implementing online communities to prevent or manage illnesses. If your clinic, hospital or healthcare company would like to be considered for inclusion in this series, please contact dan@hivestrategies.com.

While traveling last week, Naser Partovi received a message from one of the patients involved in a clinical trial of his product: “You saved my life,” it said.

Partovi was encouraged, but not completely surprised. This type of patient satisfaction was what he anticipated when he envisioned a software tool that would link patients to healthcare providers, customized educational materials, track personal health data and provide support via social media. Partovi knew, from a painful personal experience, that there was a need for such a tool. Read more