Happy National Doctors’ Day! Over 80 years ago, this holiday was founded to recognize contributions of physicians and mark the first use of general anesthesia in surgery. It’s unbelievable how far medical research has come in the past few years—stem cell research, targeted cancer therapies, face transplants, and bionic limbs, to name a few.
With patients responsible for more of their own out of pocket expenses, healthcare costs on the rise, and options for wellness continuing to grow, patients are doing more research than ever. Hospitals and healthcare providers are beginning to acknowledge the ‘consumerization’ of healthcare. And leaders in this space, from Kaiser to Express Scripts and Novartis, are looking to connect with patients where it matters the most—their hearts. Few decisions are based more on emotion than ensuring the well-being of one’s self or family.
Americans use preventive services at only half the recommended rate, says a recent Centers for Disease Control study. And Cigna is looking to change that, one patient at a time. The insurance company’s ‘"America, Say Ahhhh’":http://www.cigna.com/takecontrol/ campaign looks to make a values-based connection with people focused primarily on stability and protecting their families.
Picture your best customers. How much would your business grow if you could attract more customers like those? What if you could double that number?
Core values are a driving force behind much of contemporary consumer behavior. In order to set themselves apart, brands now need to create value-based relationships with their customers in order to establish long-term relationships that will ensure not only immediate success, but also future engagement with the company as well. Recent research has shown that 47% of consumers report buying something monthly to support a cause. Furthermore, when quality and price are the same, consumers now say social purpose is the most important factor in their purchase decisions, with an increase of 26% from 2010. Many brands, such as Patagonia and Sephora , have successfully integrated a sense of corporate responsibility in their messaging, yielding positive results. Conversely, yoga brand Lululemon serves as a cautionary case study of the potential pitfalls of ignoring or misreading societal trends, as well as the values of its own customer base.
Zenzi’s Social Values Project seeks to identify key markers of consumer values in order to allow brands to communicate with their customers on a deeper, value-based level. Two of the value-driven motivational types the project has uncovered are Prestige Seekers and Pleasure Seekers. While these two types are similar, there are also key differences that could significantly impact the effectiveness of messaging targeted to these consumers. First let’s look at a description of both:
One of the more talked about trends in marketing recently is “happiness marketing,” which describes an attempt by many brands to associate their offerings with increased happiness for the consumer. Coca-Cola’s “Open Happiness” campaign and Zappo’s “Delivering Happiness” messaging are just two examples of how brands are capitalizing on consumer demand for products and services that help them satisfy their psychological needs, as opposed to basic, utilitarian needs.
For teens and others getting their first tastes of the Internet the implications of making rude remarks about others or posting questionable comments and pictures of themselves might not be clear. Yet the electronic world is critically important to kids and comments online can have lasting effects. And a new study suggests cyberbulling may also be prevalent in some workplaces. What are you doing to keep your community safe?
Food growers can have kids “eating out of their hands” and it does not have to be rocket science, new survey says
A new study says that organic fruits and vegetables might not actually be better for you. What can consumers take from Stanford University’s School of Medicine? And what should growers and producers of organic food be doing to make their case?