The shifting role of healthcare marketers

Technology is changing the game for all businesses, and marketers are also finding new ways in which to do their jobs more effectively. Now healthcare marketers are discovering the ways in which they can use technology to identify and engage their target market.

In order to identify the priorities for healthcare marketers in the upcoming year, Affect, a public relations and social media agency specializing in technology, healthcare and professional services, spoke with a panel of senior healthcare executives from organizations like, Illumina, MDxHealth, Pfizer and Phoenix Children's Hospital. Based on those discussions, it published a guide to navigating major trends in healthcare marketing in 2018 with a look at five key areas:

1. Advanced social media use to increase awareness  and loyalty
2. Highly customized content plus promotion
3. Creative media relations
4. Emerging tech campaigns
5. Business-oriented metrics

I spoke with Melissa Baratta, SVP and healthcare practice lead at Affect, about the state of healthcare marketing in today's environment. She said that because of the increasingly important role technology is playing marketing, “the role of marketers for healthcare is shifting.”

Read more in Prescriptions for Healthcare Marketing in 2018

Can Facebook Prevent Suicide? Ethical Questions Arising from AI

In today’s hyperconnected world, we are generating and collecting so much data that it is beyond human capability to sift through it all. Indeed, one application of artificial intelligence is identifying patterns and deviations that signal intent on posts. Facebook is using AI in this way to extract value from its own Big Data trove. While that may be applied to a good purpose, it also raises ethical concerns.

Where might one get insight into this issue? In my own search, I found an organization called PERVADE (Pervasive Data Ethics for Computational Research). With the cooperation of six universities and the funding it received this September, it is working to frame the questions and move toward the answers.

I reached out to the organization for some expert views on the ethical questions related to Facebook’s announcement that it was incorporating AI in its expanded suicide-signal detection effort. That led to a call with one of the group’s members, Matthew Bietz.

Bietz told me the people involved in PERVADE are researching the ramifications of pervasive data, which encompasses continuous data collection — not just from what we post to social media, but also from the “digital traces that we leave behind anytime we’re online,” such as when we Google or email. New connections from the Internet of Things (IoT) and wearables further contribute to the growing body of “data about spaces we’re in,” he said. As this phenomenon is “relatively new,” it opens up new questions to explore with respect to “data ethics.”

Read more in 

The Ethics of AI for Suicide Prevention

AI Raises Awareness of Fake News

The proliferation of fake news couldn't happen without technology. The internet allows anyone, anywhere to spread information -- whether or not it is true. But technology could also help serve as a tool that makes people more aware of which stories are not trustworthy.

(Image: Mega Pixel/Shutterstock)

True story: one of my social media connections asked for recommendations for reliable new sources and got a few outlets named, though some of us -- myself included -- said that you simply cannot rely wholly on any single source and have to check through multiple sources to be sure you get the full picture of the facts in context to find where the truth lies.

But not everyone is sophisticated enough to be aware that reports they see -- even from outlets with solid reputations -- need to be taken with a grain of salt. That's why Valentinos Tzekas founded FightHoax. Its AI-powered algorithm that empowers anyone to ascertain if an article is fake or not in just seconds without Googling the story.

Read more in 

How AI Can Help You Decide What to Trust in Online News

Going Green In the UK

According to Britain’s environmental mandate traditionally powered cars and trucks will be eliminated from the roads altogether in the next couple of decades. That’s why now telematics are being applied to several models to find the most sustainable choices—both for consumer and industrial purposes.

This past July the UK took another step in its ambitious CO2 reduction targets that would keep pace with the plans set in France. UK environment secretary Michael Gove  announced that Britain would ban the sale of any cars powered by gas (petrol, as they call it,) or diesel fuel by 2040. That means that car manufacturers have to find economical designs (and the supply chains to bring those designs to reality) for cars and trucks powered by electricity in the near future.

To that end, the government has directed toward research and testing with funding of £20 million to be distributed via the Office for Low Emission Vehicles (OLEV) and Innovate UK among 20 firms that were selected to participate in the trial of low and zero emissions vehicles. The objective is not just to reduce C02 from auto emissions for the sake of improved air quality but to contribute to England’s aspirations “to be a global leader in electric vehicle technology.”

Read more in 

Auto OEMs Supply Chains Pave the Road to Green

IFTF's Forecast for 2030

Key changes to result from the rise of machines in the workplace that we can anticipate over the next 13 years include:

• Cloud computing would become the norm.
• While some jobs will be handled by machines, new jobs that don't exist yet will make up the majority of positions in 2030.
• The machine and human interaction will yield greater efficiency in finding talent, managing teams, delivering products and services.
• Workers will learn what they need to do 'in-the-moment,' while on the job to keep up with the skills in demand for the rise of machines in the workplace.

The whole nature of individual careers is expected to change. "By 2030, expectations of work will reset and the landscape for organizations will be redrawn, as the process of finding work gets flipped on its head." The trend currently observed of people working in a "gig economy" is expected to grow to the extent that people would find that they are hired for tasks rather than permanent positions.

The report also envisions a future in which people would not be seeking jobs as much as the jobs will be looking for them: "Reputation engines, data visualization, and smart analytics will make individuals' skills and competencies searchable, and organizations will pursue the best talent for discrete work tasks." As organizations hire people exactly where and when they are needed, they will gain the advantage of becoming "leaner and more competitive," as well as "more agile and profitable," thanks to the reduction in "costs and overheads."

Workers would gain a kind of agility, as well as get trained "in-the-moment" for the tasks required by the organization. Maguire explained that thanks to immersive technologies like AR and VR, workers would not "have to leave the job to complete a curriculum" for retraining. Instead, they'd be able to apply "a digital layer over work stations" that could guide them in new skills and applications right in the workplace.

from 

Preparing for Our Future: The Human Partnership with Machines

Timing is Key to Effective Social Marketing

As everyone now acknowledges, social media is an essential marketing channel. With the ability to reach billions, and to identify what's important to them, social combines the benefits of targeting and scale.

Connecting the dots that makes the targeting effective is the business of data science and media technology platform 4C. I spoke with 4C's CMO, Aaron Goldman, about his company's latest State of Social report. 

Read more in 

Focus on Key Moments for Social Advertising Success

Beyond Games: The Future of AI and AlphGo Zero

Intel's Bob Rogers explains the possibilities that emerge as AI progresses beyond standard machine learning. DeepMind's self-taught Go champion is just the beginning.

The next iteration of AI is the step of generating its own examples with which it builds the models to extract rules. That’s what AlphaGo Zero did in generating a million examples of different rounds of Go to improve its own play. That was achieved through reinforcement learning, which relies on “feedback — positive reinforcement for what’s right and penalties for what’s gone wrong,” Rogers said.
While that ability opens up great possibilities for systems to learn to answer the questions we want answered, the thing to remember is that the systems “are very much unitaskers,” Rogers said. AlphaGo Zero may be an unparalleled Go player, but playing Go is the only thing “the program is designed to do.” Through transfer learning, AI systems can shift to apply the same kind of deep learning to another domain. Still, they would not do so on their own; someone would have to set them up for that.

Read more in

What AlphaGo Zero Means for the Future of AI

Holiday Marketing Fail from Adora Dolls

Below is the email I just saw copied exactly as it appeared except for the manual addition of one of the pictures.  So how many things does this get wrong?

1. Market targeting: my youngest is 16 -- in other words way past the stage of playing with dolls.

2.They say "multi-cultural" when they really mean muti-racial. Dolls don't have culture, and these are not the kind that come dressed in native costumes that reflect a particular ethnic or cultural identity.

3. They give themselves a big pat on the back for making dolls of color avaialbe yet show a girl of color holding a white doll.

4. Notice that for all their claiming broad-mindedness, including stressing the possibility that a boy may want to play with dolls, they don't show any little boy with a doll here. At best, they showa doll who could be dressed as a boy, or what they like to call"gender-neutral." In fact, parents have thought of giving their boys dolls to play with already decades ago (at least I did) and the fact that a doll may be dressed as a girl or as a boy really is not part of the equation. My girls had baby boy dolls, as well as those that were dressed in a gender-neutral clothing. 

5. The whole princess/prince thing is absurd. I never called my kids that, and it actually has very negative connotations in certain contexts.

So there you have it: if you're going to pitch your products in this way, do it right, and make sure you're actually reaching your target market via email rather than spamming countless people. 

Hi Ariella,

Isn't there enough racial tension today?  Not with Adora dolls.  This brand creates authentic multi-cultural dolls, boy dolls and gender neutral designs.  Their award winning dolls are also Machine Washable & BPA Free.  This is a company you want to support!!  Let me know if I can request a sample.  Thanks!  Jessica :)

Make It A Multicultural Holiday Season With Dolls From Adora

BPA-free, machine washable dolls & accessories for every child

It has been said America is the melting pot and today it could not be truer. Ethnic diversity has accelerated in recent decades, a trend which is expected to continue into the future. Ethnicity has important implications for culture, identity, and well-being that is why Adora has created a variety of ethnically diverse dolls that all children can identify with. No matter their ethnicity the nurturing aspect of doll play is good for all kids, (yes, boys too).

Adora encourages nurturing doll play with award-winning dolls and accessories that kids and moms love. Adora offers handcrafted toys that are as responsible as they are fun. Unlike other doll brands, Adora not only has gender neutral patterns, but many of their multicultural dolls have unique sculpts for different ethnicities.

Finding that special doll a child can identify with is essential to nurturing play and helps foster a healthy self image. In addition, doll play improves a child’s motor skills, social skills, sparks imaginations and teaches important social skill such as kindness and compassion.

Truly find a doll for ANY child and boost their confidence with Adora

 

• PlayTime Baby Floral Romper: Handmade with care, this adorable Asian baby doll is perfect for cuddling! With a bean bag weighted bottom which gives them their life-like feel, it’s great for ages 1 and up.

• PlayTime Baby Little Princess: The perfect first baby doll weighing just 12 ounces, your little one will love the life-like features from their button noses to little hands and feet! Created in exclusive, lightly baby powder scented, Gentle Touch vinyl, these baby dolls have a cuddly, silky-smooth body that reminds us all of the beloved trim on a child’s favorite blankie.

PlayTime Baby Little Prince: While some may still see dolls as a “girl toy,” there are plenty of little boys out there who adore their baby dolls. Downright adorable, this little prince will be the perfect cuddle buddy for your tiny tot!

Let Adora help foster a healthy self image with nurturing play this holiday season. Surprise them with an Adora doll that shows them just how beautiful they are in their own skin!

Prices range anywhere from $12.99 to $119.99. Adora Toys can be purchased online at http://www.adoraplay.com. For more information or a sample, contact jparise@chicexecs.com.