The ACA is changing the health insurance marketplace. The industry, which by and large is considered to have a business-to-business orientation, now recognizes the need to boost its direct-to-consumer strategies in order to tap the new customers who will be forced to buy coverage by 2014.
However, health insurance brands are having difficulties selling to those customers.
The pharma industry will face many challenges in the coming years, from expiring patents on many blockbuster drugs to the uncertainty resulting from health care reform; not to mention the generally bad rap the industry has had for years. It’s clear that pharmaceuticals need to reinvent themselves and demonstrate the value of their brands.
Pharma can learn a thing or two from Apple and Amazon — companies that are on top of their game because they managed to build a customer and service-centric culture into their brands.
Looking back at 2012, I can say with certainty that the year was one of the most uncertain that the health care industry has seen in a very long time.
At the heart of the confusion was how and when elements of the Affordable Care Act (ACA) would take effect.
Compounding the indecision was a Supreme Court ruling on the legality of the individual mandate (a decision that both FOX News and CNN initially called incorrectly), a presidential election (that went largely unnoticed), a divided Congress, and, if these factors were no
Last summer, the Department of Veterans Affairs (VA) released its social media policy. Often regarded as a massive bureaucratic department with communications challenges, the VA has come a long away. Its social media can be considered progressive, especially for the agency that takes its roots in the military.
When presenting to potential investors, the majority of startups concentrate on their product or service, the market demand, and the strength of their executive team. This often causes them to ignore a well-thought out marketing plan. Here is where these entrepreneurs get it wrong. Investors are looking for big ideas: ideas that can change our way of thinking, ideas that can build a highly profitable company. Without a strong message and brand positioning plan, it is very hard to imagine a company’s potential.
This year is going to be filled with uncertainty for the health care industry—and, as a result, for health care communications. For starters, the Patient Protection and Affordable Care Act will continue to reshape our health care system, and the Supreme Court will also decide whether an individual health care mandate is constitutional.
But even with so many political, economic and regulatory questions hanging in the air, here are four trends that will affect health care communications in 2012.