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This Report Examines a New Approach to Selling Healthcare Via New Media

Posted on: Wednesday, 12 September 2007, 12:00 CDT

Research and Markets (http://www.researchandmarkets.com/reports/c68170) has announced the addition of NOT Ur Parents' Healthcare Anymore: The 411 on Selling Health via New Media to their offering.

Podcasts. Blogs. Cell phones. Texting. Instant Messaging. Social networking. Tagging. Web 2.0. UGC (user-generated content). Not only must healthcare and other industries be wired for new technologies, they must also speak the shorthand defining each new medium. Beyond the IT challenge, 20- and 30-somethings appear to turn a deaf ear to traditional healthcare and health insurance products.

But some healthcare organizations have ventured into this new territory. In the special report, NOT ur parents' healthcare anymore: The 411 on selling health via new media, three healthcare marketers divulge how novel marketing and product development tactics are grabbing the attention of Generation X and Generation Y. These early adopters share the unconventional and sometimes unintentional marketing strategies that are paying off in profitable new products that appeal to a generation that may be less invincible and more mature than most marketers believe.

This 35-page special report chronicles:

-Generation Gaps -- who's who in Gen X and Gen Y and why you need to know what they think about healthcare;

-Being where they are -- tips for understanding and locating key cohorts of Gen X and Gen Y and crafting a marketing message that resounds with them;

-Real-life examples of new media-based offerings that are getting results by tapping technology to deliver the message and the product;

-The impact of iTunes on downloads of Mayo Clinic podcasts;

-Why your ER may be the ticket to Gen X and Gen Y;

-The development, naming, launch and success of Tonik, Wellpoint's unique no-frills health insurance product aimed at 20-somethings;

-Guidelines for staying top of mind and top of Google;

-And much more!

Throughout this 35-page report, get out-of-the-box strategies for approaching new media and segments from these cutting-edge healthcare marketers:

-Lee Aase, manager of national media and new media at the Mayo Clinic, talks about Mayo Clinic's venture into new media channels;

-Scott Schroeder, president and CEO of Cohorts Inc., defines the generations and the behavior differences that can influence marketing results.

-Aric Hooverson, account director, Grey Worldwide San Francisco and Shelley Patchin, director of advertising, Wellpoint, describe the research, development and marketing of Tonik, the Wellpoint's health plan whose urban language and edgy graphics are tailored to the lifestyles and attitudes of "young invincibles" (young adults ages 19 to 29).

This report is based on a March 2007 audio conference on developing and selling healthcare for the new generations via new media.

Content Outline:

-Talking About the New Generations: Marketing to Gen X and Gen Y

Segments of Generation X and Generation Y

Appealing to the Segments

Reinforce Brand Image to Stay Top of Mind

-New Media at the Mayo Clinic: Staying Top of Mind and Top of Google

Defining New Media

Reaching Across Generations

The Incidental Effect of iTunes

New Ways to Get Noticed

-Tonik for the Healthcare Industry: Case Study on a Product for "Young Invincibles"

The Down-Low on "Young Invincibles"

Life Stages

Developing Marketing, Developing the Product

What's in the Name?

Going Where the Target Is

Results: It's All About the Numbers

-Q&A: Ask the Experts

Matching Providers with Gen X and Gen Y Populations

Targeting the Proper Audience

Expectations for the Product

Customizing the Product for its Location

Effects on Other Products

Encompassing all Ethnicities

Effective Marketing Channels

Motivational Tools

Convincing the Young Invincibles

Tonik: Battle of the Sexes

Getting Connected

-Glossary

-For More Information

-About the Authors

For more information visit http://www.researchandmarkets.com/reports/c68170

Source: Business Wire

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