One of the common reasons for business failure is the absence of a workable marketing plan. Whatever the reason — lack of time, motivation or expertise — too many early-stage companies don’t have a plan to get them where they want to be.
Public relations can seem nebulous to startup owners. Oftentimes when companies are first getting out of the gate, immediate results will trump long-term planning, overshadowing the strategic media coverage that can be key to a company’s sustained success.
Publicity is the secret weapon of successful entrepreneurs — it allows them to build trust in their product/service, increase company awareness in competitive marketplaces and—most importantly—generate sales.
Today, four in ten Americans are still unaware that the Affordable Care Act is the law of the land. However, we can anticipate that these numbers will start changing right before the health exchanges’ launch this fall as consumers begin paying closer attention to their health insurance options.
Needless to say, there is much work to be done before October.
It’s in the interest of insurers to help Americans understand the value of having health coverage and to get them to take action.
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.