Many brands spend significant time and money developing customer personas or archetypes to gain more understanding of their customers. But what exactly are personas and archetypes? Do you need to use them all? And which offer the best insights to effectively communicate with customers?
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.
Are you a creative thinker and communicator? Do you pride yourself on a high-quality work ethic and attention to detail? Do you aspire to join a results-oriented team to help develop your professional skills while working alongside senior-level executives? If you answered yes, this is the internship for you.
When Under Armour got its start in 1996, with founder Kevin Plank selling gear from his car, the market was already dominated by strong performance brands. It had to strike a chord with customers to make an impression, and fast. Flash forward to today. Under Armour has surpassed industry giants like Adidas, with $3 billion in sales last year alone.
REI continues to make headlines, with its bold announcement that it will be closed on Black Friday, encouraging employees and consumers to instead #OptOutside. The retailer’s social media hits are up over 6,000 percent compared to this time last year says Salesforce.com.
Whether we realize it or not, our values impact the decisions we make every day. Backed by proven science and decades of psychological research, the way we prioritize these psychographic needs is one constant that speak to the heart of our identity. Our values determine where we live, what we do, and the brands we buy. How can marketers tap in to this information to develop better campaigns?
How much do you really know about your best customers and what motivates them to buy again and again? Read on to discover how with help from Grocery Outlet Bargain Market and its spokes-puppets, Zenzi increased the brand’s Instagram followers by 400% in six months and won a 2015 Edward L. Bernays Award of Merit for this engaging campaign.
What is the most neglected aspect of patient care? Often, health care providers don’t look deeply enough into the psychographics of their patients. Sarah Hardwick, CEO of Zenzi, will be speaking on this topic at the Healthcare Communicators of Oregon’s Fall Conference on November 13, 2015. She will also be previewing new research on the role of patient values in healthcare.
What can major brands learn from moms & pops? A lot, says this industry expert.