Keeping up with new communication technologies and online trends is a critical bar for entry in our business. Reconciling ever-shortening attention spans with the urgent need to provide balance and safety information will be our short-term struggle as we work with regulatory and legal review committees whose full-disclosure requirements sometimes take the punch out of our pithy, consumer-ready prose. Over time, though, we are bringing the full array of social media tools into our programs (perhaps we should commission teenagers to translate product info pieces into text message language to reach the next generation?).
However, in the course of mastering the next, novel technology pathway, we would do well to remember that many people still benefit from straight talk, delivered through traditional means or, dare I say, even face-to-face discussions.
I was recently reminded of this as we worked with a client to support Medicare Part D Open Enrollment. This month, seniors are able to engage in their relatively new, annual health coverage enrollment decision. While Part D brings access and reduced cost to many, considering options is still a challenge. That Part D may be provided by a company that is different to their Medicare coverage is confusing. Calculating costs that differ from pharmacy to pharmacy and plan to plan is virtually impossible. Comparing formularies with different covered branded and generic medications can be bewildering. Seniors want clear, simple explanations and a place to turn to for answers.
For this and other initiatives, the tried-and-true method of placing the consumer right in the center makes a world of difference. Divining the perfect creative approach and integrated marketing program with a constellation of online and offline executions is, of course, then the next step.
Lynn Hanessian, CEO, Zeno Group
From the November 01, 2007 Issue of MM+M - Medical Marketing and Media
