Dialogue Blog

Diabetes Education at a Crossroads

Posted by Glen Greissinger on Sep 8, 2015 6:21:00 PM

The healthcare professionals we work with tell us there’s a disconnect between diabetes patients and the educational resources which can most help those patients.  It seems that diabetes patients who are in most need of education about their disease are frequently the least likely to become educated, and thus they can fall into an unfortunate spiral that leads to disease progression.

With 29 million people in the U.S. having diabetes, and 1 in 4 not knowing they have it, clearly there’s an important role to be played in building diabetes awareness and in disseminating educational resources to more patients.1 But the CDC reports that only 57% of diabetes patients age 18+ have attended a diabetes education class.2 Barriers to participation include...

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Cause Marketing Through Animal Shelters

Posted by Glen Greissinger on Jan 27, 2015 8:04:00 PM

Cause marketing is based on the idea that people enjoy doing things that are good for society and their community. To put it simply, people feel good when they can help others. And when pets can be helped as part of the mix, the positive halo created by cause marketing grows exponentially.

An example of a very good cause is the work done by the dedicated people at animal shelters and pet adoption organizations nationwide. These volunteers work hard to fight the problem of pet overpopulation and to put more cats and dogs into permanent loving homes.

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Have You Suffered From Brand Damage?

Posted by Glen Greissinger on Nov 26, 2014 11:45:01 AM

It’s hard to know for sure, but I suspect tens of thousands of people suffer brand damage every year. In some cases it’s a lingering condition that persists for years, slowly growing in intensity, and other times there’s a sudden onset of the condition. Symptoms can be mild or severe, but usually consist of changes in perception and deterioration of loyalty, which usually leads to long term changes in behavior, specifically a fundamental change in usage and purchasing behavior.

A brand is the sum of a great many parts. It doesn’t matter whether the brand applies to an automobile (composed of many parts) or a bottle of water (composed of just one ingredient). A brand might be built on image (think Gucci) or it can be based on pure functionality (think Super Glue). But across the board, a brand can be damaged when it disappoints a customer. That’s because customers pay good money for brands, and along with that monetary exchange comes a set of expectations. Those expectations are intertwined with the perception of the brand, and in most cases they form the core reason why that particular brand was chosen above all others.

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Brand Loyalty & Marketing of Healthy Foods

Posted by Glen Greissinger on Oct 13, 2014 10:48:18 AM

We are all habitual creatures living within familiar boundaries. We tend to go through life carrying out the same routines, retracing our steps time and time again.

And so it is with the brands we buy. Take a simple test for yourself. Do you drive the same make of car that you drove previously? Are you still with the same cell phone carrier as your last contract? Are there certain appliance, television and computer brands you gravitate towards? And not to get too personal, but when is the last time you changed the brand of deodorant you buy?

Chances are you see some repetition evident in your own purchasing and usage habits. It’s only natural to stay with the tried & true, the known over the unknown, even when there is little risk associated with trying an alternative.

Food Consumption Is No Different

The purchase of groceries follows the same general pattern of buying from a preferred set of food types and acceptable brands, with a few favorites at the top of the list, along with a dash of experimentation from time to time.

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Improve Your Results Through Target Marketing

Posted by Glen Greissinger on Oct 2, 2014 10:32:46 AM

Would an archer ever shoot an arrow without first taking careful aim at the target? Arrows are expensive and every shot should count. Like archery, every marketing dollar should be carefully aimed, wisely invested and properly accounted for.

One of the best methods to achieve marketing success and maximize return on investment is through target marketing. The main benefit of target marketing, sometimes referred to as niche marketing, lies in the value it provides for aiming your marketing investment. It requires a thorough understanding of your intended audience, whether that audience is composed of consumers, business people, professionals or segments of many different groups. The better you can define your ideal audience, the more likely you will be able to find efficient means to reach that audience.

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The Exercise Prescription

Posted by Glen Greissinger on Sep 23, 2014 5:52:19 PM

Any senior will tell you, as the human body ages, it undergoes a significant amount of change. Almost always these changes are not for the better. Still, the body requires a certain amount of exercise to keep the heart and muscles in good shape. Balancing these two immutable facts requires not only a balanced exercise regimen designed for seniors, but also the right equipment, appropriate footwear and even proper personal care items. Here are some things for marketers of these products to keep in mind:

Seniors Do Need Exercise – Advancing age does not necessarily mean a sedentary lifestyle. There are seniors who practice the martial arts, climb the highest mountains and even run marathons. While these warriors are exceptional, all seniors require a certain amount of exercise or they run the risk of serious health issues. Even seniors who have undergone health setbacks need to receive regular exercise to return to good health.  Still, some feel that an injured knee, arthritic joints and similar non-life threatening ailments disqualify them from exercising. Nothing could be further from the truth.

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An Alternative to Traditional DTC Advertising to Reach Cardiovascular Patients

Posted by Glen Greissinger on Sep 17, 2014 9:36:05 AM

Over the last several years, direct to consumer drug advertising has seen some significant changes. Long form television spots, branded websites, digital advertising and social media are a few examples of the evolving marketing mix. But one goal remains unchanged…pharma marketers continue to seek efficiency in generating the best possible ROI for any investment in DTC advertising.

The Funneling Process

Traditional pharma advertising can be a shotgun approach that attempts to reach a relatively small number of target consumers by blasting a general message to the masses. This frequently involves a great deal of wasted ad delivery to consumers outside the target. Combine that with “fair balance” and “major statement” requirements from the FDA, and a typical DTC ad is loaded (some would say over-burdened) with a great deal of necessary content that must be delivered in a limited amount of space or time, which puts additional downward momentum on ROI. As a different approach, we've taken these realities to heart and created a funneling process that focuses directly on the most relevant patients.

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Marketing Opportunities Presented By Changing Vitamin Needs Among Seniors

Posted by Glen Greissinger on Sep 9, 2014 9:48:00 AM

For centuries people have struggled to stay healthy as they age. Improvements in diet, medical care and understanding of the aging process certainly have helped to extend life spans and the quality of life.

Middle age and older consumers consider regular vitamin intake as one of the simpler means to maintain their health and well-being. But older consumers in particular may have evolving vitamin & supplement needs because they are more likely to experience changes in their health status. As a consequence, they are more likely to be taking prescription medications that can sometimes deplete certain nutrients in the body. For example:

 

  • Proton pump inhibitors (PPIs) that manage acid reflux may result in lower levels of calcium, vitamin D and magnesium.
  • Some high blood pressure medications can produce reductions in potassium and zinc levels.
  • Statin drugs that are commonly prescribed to lower cholesterol may reduce CoQ10 levels.
  • Medications used to prevent blood clots can interact with some vitamins.
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Understanding the Mind of the Heart Patient for Better DTC Marketing

Posted by Rob Burnett on Sep 2, 2014 10:07:35 AM

What is a patient who recently had a heart attack or stroke thinking? What are their biggest health concerns, and what kinRehab2ds of diet and lifestyle changes are they most likely to make? Where do they go for information and education?

Our business, and our success, relies upon an understanding of what these patients are going through. We have to understand what heart patients are experiencing if we are going to help connect them to educational information, products and services that are going to provide the support they need to make changes that could save their lives. So at Dialogue, we do extensive research to provide answers to these important questions, and we’ve published a free white paper, Wellness Marketing: Helping New Heart Patients Make Life-Saving Changes, that we want to share with those who market heart healthy products and services.

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Marketing Heart Healthy Products? Reach Patients When They’re Ready to Listen

Posted by Glen Greissinger on Aug 20, 2014 2:53:00 PM

Patients with heart disease—especially those who have just been through a major cardiac event like a heart attack or heart surgery—are confronted with the need to make significant changes in their lives in order to get and stay healthy. For many patients, these changes, including stopping smoking, eating a heart healthy diet, and engaging in a regular exercise program, can be very difficult to make, and sticking with them is nearly impossible without support. That’s why organizations like the American Heart Association, as part of their Active Partnership program, recommend that heart patients take part in a cardiac rehabilitation program.

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12 Questions to Ask Before Planning A Sampling Campaign

Click Here for a Free Download

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Product sampling can be a very beneficial marketing strategy if it is applied to the right brand, in the right context, with proper controls put in place. This White Paper reviews sampling best practices and helps analyze the key factors to evaluate when considering an investment in a product sampling program:

  • Products best suited for sampling
  • Target audience selection and critical distribution controls
  • Consistency with your overall marketing and brand advertising
  • Measuring & boosting sampling ROI

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