Marketing needs to be much more than transactional. The best campaigns are also educational. And there are essential components that make the message more welcome, even appreciated.
For Johns Hopkins Children's Center in Baltimore, marketing firm HCB Health found an insight that led to surprising marketing success: Nervous new parents are looking for general guidance, but they also want instant feedback on their baby's health. That extends to potential indicators such as stool color, which can suggest problems with liver function or other illnesses that are best treated early. Johns Hopkins wanted to support them. So HCB Health created a mobile app called PoopMD that lets parents upload photos of their baby's stool and immediately get information based on the color, with the option to send the photo to a pediatrician. The app “teaches not only what to look for, but it also empowers patients,” said Nancy Beesley, chief marketing officer at HCB Health. “That's the most important part of educational campaigns.”
One Illinois hospital's campaign targeting the importance of mammograms emerged from research, said Jim Brown, chief operating officer at Hippo, a division of Muller Bressler Brown, and Shan Neely, creative director. The agency found that many women who didn't have a regular screening for breast cancer said they just didn't have the time to schedule an exam. With that in mind, the hospital began offering walk-in screenings. While it might have been easy for the hospital to focus on its technology offerings, it was more effective to focus on what mattered to the consumer.