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Article

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.

Case Study

HearLIFE, a hearing-loss clinic in the United Arab Emirates (UAE), used a radio ad to increase awareness and clinic visits.

Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Article

Looks at how patients are getting better outcomes through the application of BE to guide and improve the decision-making of doctors and healthcare workers.

News

ORLANDO, FL: UnitedHealth Group, the healthcare firm, has enjoyed significant benefits by extending the Net Promoter Score (NPS) beyond its traditional role as a marketing metric and using it to inform broader aspects of its business strategy.

Article

UnitedHealth, the healthcare organization, has made the Net Promoter Score (NPS) a key metric not just for marketing, but for its entire business.

Case Study

P&G, a multi-national consumer goods corporation, created a weighted algorithm that combined multiple metrics, to measure the impact of its digital content in the UK.

Research Paper

Nuffield Health, a non-for-profit healthcare provider, gained a deep insight into mental health using an online community of customers and prospects in the UK.

Research Paper

Cardinal Health, an American healthcare services company, aimed to evaluate its brand equity and profiling of customers by conducting a segmentation study.

Article

Pharmaceutical marketers often lag behind in the world of content marketing, and are missing out on valuable opportunities as a result.

Article

Pharma brands must adapt to an increasingly complex digital future, with non-traditional players like Amazon offering invaluable guidance to health-related companies.

Article

Point-of-care marketing provides an opportunity for pharma brands to reach consumers in relevant, contextual ways.

Case Study

The Sports Medicine and Orthopaedics division at Cincinnati Children's Hospital Medical Center, US, used search and display video ads to increase the number of self-referring teenage patients.

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.

Case Study

Healthcare brand Fortis used a multichannel campaign featuring disabled war veterans to increase organ donations in India.

News

NEW YORK: Planned Parenthood, the non-profit organization that provides reproductive health services, is staying true to the “big idea” behind its brand to ensure it remains strong and relevant during a time of rising political ...

Article

Planned Parenthood, the reproductive healthcare services provider, faces a major challenge as political opposition to its activities reaches a fever pitch.

Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

News

BEIJING: An innovative digital business is shaking up the healthcare sector in China by offering a platform service for drugstores, hospitals and individual customers.

Case Study

This case study looks at how Northwell Health, an American healthcare system, established an emotional connection with its audience by creating an amphibious prosthetic to change the lives of amputees.

News

CANNES: United Healthcare, the healthcare provider, has effectively leveraged humour as a means of engaging consumers in a classic low-interest category.

Article

This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

Case Study

This case study explains how UnitedHealthcare, an American health insurance company, used humorous ads - including on TV, radio and social media - to build trust, consideration and sales.

Article

This paper explores how a recent shift towards consumerism and patient empowerment has encouraged companies to reassess the role and structure of patient support programs.

Case Study

CRDL, a product that promotes physical contact between people with mental illnesses or disabilities and their loved ones, successfully launched in the Netherlands by tailoring its communication strategy to both wide and health-related audiences.