A Highly Personalized New Year

personalized medicineWith a predicted annual growth rate of 4.8 percent, the health and wellness industry is, in a word, healthy. However, one of the segments within health care expected to grow at more than twice the rate of the industry as a whole is a specialty known as “personalized medicine.”

 

The simple definition of personalized medicine is “the right treatment for the right person at the right time.” According to The Institute for Systems Biology co-founder Dr. Leroy Hood, there are four attributes of personalized medicine:

 

It is personalized, because it takes into account an individual’s genetic profile;

It is predictive, because it anticipates health problems and drug reactions;

It is preventive, focusing on wellness and not on disease;

It is participatory, empowering patients to take more responsibility for their health care decisions.

Personalized medicine is made possible by advances in genomic testing and proteomic science that have resulted in more highly targeted diagnostics and treatment options. Supporters of this approach cite increased efficiency of treatments, reduced instances of adverse drug reactions, elimination of unnecessary treatments and improved outcomes. As individuals become more aware of their individual risk, low-tech approaches like functional foods and nutraceuticals will also play an important role in personalized medicine.

 

In a report entitled “The new science of personalized medicine: Translating the promise into practice,” PricewaterhouseCoopers predicts:

The U.S. personalized medicine market is estimated at about $232 billion and is projected to grow 11% annually, nearly doubling in size by 2015 to over $450 billion. The core diagnostic and therapeutic segment of the market—comprised primarily of pharmaceutical, medical device and diagnostics companies—is estimated at $24 billion, and is expected to grow by 10% annually, reaching $42 billion by 2015. The personalized medical care portion of the market—including telemedicine, health information technology, and disease management services offered by traditional health and technology companies—is estimated at $4-12 billion and could grow tenfold to over $100 billion by 2015. And the related nutrition and wellness market—including retail, complementary and alternative medicine offered by consumer products, food and beverage, leisure and retail companies—is estimated at $196 billion and projected to grow by 7% annually to over $290 billion by 2015.

 

By all accounts, personalized medicine is a disruptive innovation, taking place at a time when the U.S. health care system is already undergoing many changes. As a result, there are several exciting opportunities for companies within the core B2B medical industry sector, which includes pharmaceutical, biotech and medical device companies:

  • A reduction in the time, cost, size and failure rate of clinical trials
  • The ability to command premium pricing for drugs and therapies of proven effectiveness
  • Reduced number of drugs or devices recalled due to safety concerns

 

Healthcare providers who embrace this approach will benefit as well. According to the report, “the biggest opportunity in personalized medicine may lie in identifying new products, services and information targeted directly to consumers. Success in this space will require new approaches, new relationships and new ways of thinking.”

 

How does this relate to Armada clients and their marketing challenges in 2015 and beyond?

 

I believe the trend toward personalized medicine presents excellent marketing opportunities across the spectrum of healthcare businesses:

 

Device manufacturers are able to position their technologies to specialists for greater utilization within at-risk populations. For example, an individual at risk for stroke could benefit from enhanced cerebral perfusion monitoring on everything from complex cardiovascular surgical procedures to less invasive interventional radiology or orthopedic procedures. Marketing strategies include surgical team education, pre-op patient education and payer initiatives.

Biomedical testing companies can work with primary care physicians to better identify personal risk within broader patient risk categories. For example, a test that determines the effect of aspirin resistance can lead to a more personalized approach to reducing cardiovascular risk that may result in adjusted aspirin doses or alternate medications to achieve therapeutic goals. Marketing can capitalize on this with increased physician education through direct marketing and public relations targeting print and online media read by PCPs, as well as strategic partnerships with pharmaceutical companies.

Genetic testing improves the identification of cancer risk, and genomic tumor profiling results in more targeted and potentially less toxic cancer treatment with fewer side effects. For example, a hospital or diagnostic center specializing in breast health can embrace these technologies and differentiate itself from other providers in both referring physician and direct-to-consumer marketing, such as television, print, radio and digital advertising in order to attract and maintain loyal customers.

 

These examples represent the proverbial “tip of the iceberg” in marketing opportunity, and as history has shown, adoption can be accelerated through direct-to-consumer marketing approaches—even for companies that have previously focused exclusively on provider marketing.

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Armada’s On the Move

Armada New Building Exterior

We’re on the move at Armada Medical Marketing! We packed up the office we’ve occupied for the past nine years on 29th Avenue in Denver and we’ve gone ten minutes up the road to a new office in Arvada. We’re still in the process of unpacking, but we are quickly settling into our new space.

Our new address is 6385 West 52nd Avenue, Suite 2A, Arvada, Colorado 80002. Our phone number hasn’t changed; we’re still just a ring away at 303-623-1190. Rest assured while we settle into our new space our commitment to seamlessly serving our clients at the very highest level is still our number one priority.

We remain fully operational, and we would love to hear from you about your medical marketing needs.

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Dr. Seuss and Medical Marketing: Not Odd Friends Indeed!

Armada BoothSpring at Armada means we are gearing up for some of the annual industry conferences at which we attend or exhibit. Our preparations for these conferences had all of us asking, “If we were our own client, what marketing recommendations would we give?” And, then a funny thing happened. A quote from Dr. Seuss found its way into our brainstorming meeting and took hold. Or, to put it in Dr. Seuss terms, we “Thought left and thought right and thought low and thought high. Oh, the thinks you can think up if you only try.”

The question of, “Why fit in when you were born to stand out?” inspired us to design a new marketing campaign for our agency. Using the genius and simplicity that Dr. Seuss’s words and characters embody, we decided to creatively position our brand and have a little fun while doing it. Once we nailed down the central theme, our art director got busy creating original Dr. Seuss-inspired characters. Sketches of those characters then became the basis of a new trade show booth we designed, complete with a very Seuss-ical banner display that lets passersby know at a glance that Armada’s core competencies are branding, social media, digital marketing, advertising and public relations.

Direct mailerTo support our new trade show booth, we designed two different pre-show mailers using our original Dr. Seuss-themed artwork and Dr. Seuss-esque language. We also designed posters that serve as tabletop displays of work from our portfolio. The tabletop posters use the same color scheme as the new trade show booth and the Dr. Seuss-like font for an overall coordinated look. We chose teal and lime green as the primary colors on all of the marketing collateral we created to reflect Armada’s new, more modern visual branding launched at the beginning of the year. We have even committed to making our clothes tie-in with the Dr. Seuss theme. What can we say? When we commit, we commit!

We like this approach to marketing ourselves because it is different. It’s eye catching and engages the audience with humor. And, just like Dr. Seuss, meaningful and serious messages are delivered. But in a way that’s creative enough to garner our brand top-of-mind awareness. Or, to quote the poet yet again whose famous words and images have been captivating people for generations, “And will you succeed? Yes! You will, indeed! (98 and ¾ percent guaranteed).”

 

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Armada Earns Healthcare Marketing Honors

It was a great night at the Colorado Healthcare Communicators (CHC) 2013 Gold Leaf Awards last night! Armada Medical Marketing sponsored the new-this-year After Party, offering the signature Armada Colada and a raffle of local Denver gifts and goodies.

Check out the CHC’s Twitter hashtag #GoldLeafAwards for complete coverage of last night’s award ceremony. Photos from the event will be shared on CHC’s Facebook page!

 

We’re very proud of the six projects that the CHC judges deemed worthy of awards:

  • Writing: Sales/Marketing Material – “From Manuscript to Medical Marketing” for Atherotech Diagnostics Lab

 

  • Social Media: Other Social Medium – “Broadcasting Breast Cancer Awareness
    on YouTube”
    for Radiology Associates of Hartford

 

  • Collateral over $10,000 – “Mitroflow Valsalva Conduit Collateral System” for Sorin Group

 

  • Social Media: Twitter – “Tweeting to a Physician Network” for Atherotech Diagnostics Lab

 

  • Event: Large – “Changing Hearts and Minds” a campaign for the American College of Cardiology Scientic Sessions for Atherotech Diagnostics Lab

 

  • Media Relations: Proactive Story Placements – “Driving participants to the Mammothon through Effective Media Relations” Radiology Associates of Hartford

For a full list of all of Armada’s awards visit our Awards and Honors page.
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How to Kick-Start an Employee Wellness Challenge

1208701_10101931161578573_1394992726_n (2)As an active and healthy Denverite, I wanted to bring forth an organized employee wellness effort into our company. Studies show that healthy employees take fewer sick days and work better overall. Starting last month, the Armada Wellness Challenge aimed to encourage healthier lifestyle behaviors among our crew and add some fun activities into our day-to-day work.

The month-long challenge featured a different goal each week:

• Week 1: Rest, Relaxation and Sleep

• Week 2: More Water, Less Caffeine and Sugar

• Week 3: Cook at Home, Pack a Lunch

• Week 4: Get Active

The greatest obstacle was to create weekly goals that were not only attainable by every employee but also fun and engaging to participate in. Weekly emails included helpful resources related to that week’s goal and stand-out employees were recognized as the week’s “Honorable Mention” via a virtual challenger board and on Armada’s social media channels.Dan Wellness Challenge

Every business can benefit from creating a short or long-term wellness challenge — it’s a win-win effort.

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Armada Medical Marketing Sponsors After Party at CHC Gold Leaf Awards

 

It’s the most anticipated awards event of the year for health care organizations’ marketing teams and medical marketing firms in Colorado: the Colorado Healthcare Communicators Annual Gold Leaf Awards. Taking place Thursday, October 24 at Mile High Station near downtown Denver, Armada Medical Marketing will continue the celebration as the exclusive sponsor of the event’s first-ever after party.

Attendees of the after party must be registered to join in the fun. For tickets to the Annual Gold Leaf Awards ceremony and dinner, visit www.healthcarecommunicators.org and click on 2013 Gold Leaf Awards. Hurry, ticket sales close October 16!

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