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.
Table of Contents
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
Convincing the Young Invincibles
Tonik: Battle of the Sexes
For More Information
About the Presenters