Stop overthinking personalization
Initial patient journey maps and personas came from B2C and B2B with a heavy focus on transactional interactions and one-size-fits-all personas. They assume a single journey from awareness to decision. But that’s not how healthcare works.
White Rhino’s B2Me process featured in new book
The Insider’s Guide to Innovation at Microsoft demystifies how innovation happens at one of the most influential companies in the world. And, as featured in the book, a key part of that how is rooted in the psychology of behavior change outlined in White Rhino’s B2Me framework.
We let an AI agent choose a doctor for us – here’s what happened
Here’s how OpenAI’s Operator feature browses hospital websites, attempts to select a doctor on behalf of the user, and compares with ChatGPT. This is an example of agentic AI in action.
How to predict the future of healthcare marketing
Why do marketing technologies move across industries?
Part of the reason these technologies follow this trickledown path is because the companies who create them want to expand. Once they’ve captured the B2C market, they move on to B2B, then into complex industries like healthcare and finance.
Patient empowerment in the digital age
There’s uncertainty from healthcare marketers about how to navigate patient data. More specifically, what you can do, what you should do, and how to rectify those choices with the broader goal of patient empowerment and positive health outcomes. The changes in healthcare since many of us started our careers are seismic, but the approach hasn’t changed as much as it should to keep pace.
The best chatbot is worth the wait
A chatbot on your website should be built to serve your target audience and represent your brand. The magic for your website visitors won’t be in the technology (they’re getting used to that) it will be in how the experience is fully personalized to them and your brand.
How compliance teams think
In the case of navigating digital privacy, it’s important for healthcare marketers to understand how their compliance team thinks. And almost without fail, compliance teams are thinking about three things: Risk, impact and likelihood.
Healthcare marketing: not a zero-sum game
The need for collaboration in healthcare goes beyond medical treatment and research, the digital patient experience and data privacy are now at the forefront of innovation. Creating more industry-wide openness around privacy is the fastest way for us to create better patient experiences.
Leave the chewing gum for some other agency
Buying a pack of gum when you’ve chewed gum a thousand times before is very different from buying something that represents a completely different way of doing things.
Can you spot the innovator?
There is a type of person who sees the things most of us don’t and create the tools rest of us will use. We call them Humble Mavericks.