 M2W®-HC™ features two days of general sessions, panels and workshops led by the best and brightest in marketing pharma & healthcare to women. |
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The Pill has helped empower women and given them the opportunity to spend time on themselves, their families, and their careers. The 50th Anniversary of the Pill campaign, created by Bayer, serves to celebrate the fact that the Pill has helped women go for their goals over the past five decades. Working with best in class partners such as Daily Candy, Facebook and Facebook Causes, Step Up Women’s Network, and a few well known celebrities, the program quickly evolved into a community that inspired women to engage with the campaign. Using this historical event as a unifying theme, women are invited to participate with the program on a personal level – like making a pledge to better themselves or the world around them. The elements that made this campaign a success were a targeted media partnership, strong public relations presence, a centralized online destination, and many opportunities to interact. Join us as we dig in to the execution of this campaign and highlight key learnings across platforms. |
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Engaging Dr. Mom... Jill Griffiths Vice President and Head of Market and Clinical Communications Aetna |
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As if mom didn’t have enough on her plate, research shows that she has become the Chief Medical Officer for her entire family. The opportunity is huge for the health plan that simplifies health care decision-making for “Dr. Mom.” Learn more about how Aetna is focusing on this important audience with a unique combination of tools and resources – ranging from mobile web and smart phone “apps,” to plain language web resources and materials that demystify a complex health care system. Join a panel of experts from Aetna, its customers and other partners as it demos these tools/resources, shows how they work in the real world, shares new research, and demonstrates how you can successfully engage women in making smart, financially sound health care decisions.
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Six Secrets to Reaching Boomer Women: Help Them Help Themselves Laurel Kennedy Author, The Daughter Trap President Age Lessons |
Laurel Kennedy, author of the acclaimed new book, The Daughter Trap: Taking Care of Mom and Dad…and You, and founder of the “thinking firm” called Age Lessons, presents important insights into how healthcare and pharma marketers can successfully reach Boomer women. Get into their world! Get into their heads! Get into their lives! Then get your fair share of the biggest wallets around. Boomer women are complicated, and now they’re adding elder care responsibilities to a schedule already over-booked with child care duties, career pressure, partner needs, personal development and domestic chores. Discover how to identify their lifestage needs and then tailor your products, services, media and marketing to meet the challenges they face daily. Learn about their key touchpoints, who they talk with, who they trust, where they turn for information and how you can help them to help themselves, and your bottom line.
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Changing the Culture and Consumer Mindset Scott Bennett National VP, Marketing American Cancer Society |
Scott Bennett, the American Cancer Society's chief marketing officer, will speak about transitioning the iconic brand that is the American Cancer Society from a focus on disease management to a more inclusive and relevant culture of cancer prevention. Scott will provide the audience with an inside view into how the Society was able to reposition itself as The Official Sponsor of Birthdays, and subsequently introduce a new movement and cause brand called Choose You. The key to success - internal communication and alignment, coupled with a laser-like focus on women as the critical target audience to ensuring the Society achieves its life-saving mission.
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It’s Careworthy, But is it Shareworthy? How to be the Health Brand Women Share Marcee Nelson President and Founder Pink Tank |
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Gretchen Goffe-Wagner SVP, Consulting Practice Pink Tank |
Every day, each of us receive emails containing jokes, photos, health information or safety tips. We discover new websites or see new items of interest. We hear about new products. We may laugh at a cartoon or video, be shocked by some news or touched by a story. We can be asked to share or even have our luck or karma threatened if we don’t share. But what do we forward? How do we decide what we share?
What determines shareworthiness is not what content says about the brand, but what it says about the sharer. If a woman shares content or news she must be willing to attach her name to it. In that split second snap judgment, women subconsciously decide if it reflects how she sees herself or helps her fulfill a desired self-perception. In this session, Pink Tank will reveal the key tenets of creating shareworthy brand content and campaigns. They’ll also compare recent healthcare campaigns against their Shareworthy Index to uncover missed opportunities and new ways to give women something they can’t wait to pass on.
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The Health and Wellness Brand Check-up: Are brand reality and consumer perceptions ever the same? Leslie Schrader SVP, Director, Consumer Health & Wellness Practice Ketchum |
With 2010 signaling the convergence of three major health initiatives plus ongoing economy-based consumer health proactivity, many organizations and brands are attempting to align their products and services with timely health and wellness messages. As consumers become increasingly savvy about when and where they get health-related information for themselves and their family, brands need to be able to clearly and authentically define and communicate their brand’s health and wellness proposition. In this session, Ketchum’s Well Connected brand-building specialty will unveil a new proprietary tool, The Health and Wellness Brand Check-up that offers communicators a comprehensive – yet specifically targeted – marketing tool to measure the impact of a brand’s health and wellness communications online and offline. The tool helps brands understand the brand reality and consumer perceptions in the health and wellness space by analyzing three key areas, brand essence, products and services offered and marketing communications. During the session, the presenters will share a case study of a program designed to address The Health and Wellness Brand Check-up ‘diagnosis.’
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Healthcare marketers heal thyself! Simple strategies for creating campaigns that connect rather than alienate Mary Dean Founder & CCO KickSkirt, Inc. |
Ask almost any woman about her least favorite ads or campaigns, and a healthcare company is sure to be on the list. It’s time to change that. Which means it’s time for all of us to embrace our inner creative spirit and humanity to make our marketing as great as our mission. There is not a formula, but there is a roadmap, and this presentation will put you on track.
Back by popular demand, Mary Dean and KickSkirt are known for connecting with women digitally, traditionally and, often, telepathically. Don't miss this presentation by one of the highest rated speakers in the M2W®-HC™ 2009 program!
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From All in the Family to Modern Family: The Evolution of Today’s American Families and What Health Marketers Should Know to Connect Respectfully and Helpfully with Them Bonnie Ulman President, The Haystack Group Co-Author, “Trillion-Dollar Moms: Marketing to a New Generation of Mothers” |
Society’s fascination with the evolution of families is reflected in decades of popular tv sitcoms, providing an armchair view of the tribulations of single parents in One Day at a Time to the challenges of iconic blended family, The Brady Bunch, and today’s Modern Family. George Lopez focuses our attention on the daily life of an LA-based Hispanic family while nobody could hate Chris for sharing the perspectives of an African-American family.
Contemporary media reflects in part the many nuances and dynamics in today’s evolving American family. Families with single Moms, single dads, LGBTS parents, White, Black, Asian or Hispanic Moms, special needs or chronically ill children and all or some of the above in combination. What’s a health marketer to do?
Moderated by Bonnie Ulman, this panel discussion features leading media, research and marketing experts who will discuss the attributes today’s family units have in common as well as their unique differences. How do families from different cultural backgrounds actually define “good health”? What are the keys to successful messaging?
Ulman will inject an important perspective on this issue that might help you revise your target marketing strategies. Expect to learn how to better connect, improve health literacy, and build brand with today’s diverse American families while still working within the challenging realities of today’s leaner marketing budgets.
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