#ChalkChat: 5 Acronyms to Great Advertising

This episode of #ChalkChat features “Acronym Soup” with Paul Harrington, Palio’s SVP Creative Director, who shares 5 key guidelines to keep in mind when creating your next advertising campaign.

#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Paul pharrington@palio.com.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Managed Markets Monday: Illumination on CER

By Micahlyn Whitt-Flicker, Copywriter, Managed Markets at Palio, m.whittflicker@palio.com

There are over 100 terms and organizations officially referred to by the acronym CER. From certified emission reductions to complete engine repair and Camp Eagle Ridge, CER means many things to many people. Even in the healthcare industry, where “our favorite” CER is currently a hot and frequently debated topic, meaning and application can, and often do, take on many forms for many different stakeholders.

Comparative effectiveness research. Now, say it 3 times fast. What do we need to know about it, and how can we better understand and apply it in the world of healthcare? Since the answer to this question can probably fill at least 10 volumes of government-issue utilization reports, we must consolidate and curb our discussion. This, therefore, is the first in a series of 3 CER-focused blogs that we hope will help illuminate its history, current definition, and utilization across the spectrum of healthcare.

A brief account of a long (and often forgotten) history

The concept behind CER has been in play since the 1970s, when leaders in healthcare and federal government turned to meta-analyses, health technology assessment (HTA) and evidence-based medicine (EBM) in an effort to improve the quality, consistency, and value of interventions. These efforts have been referred to in different terms over the past 4 decades:

  • 1970s: Health technology assessment
  • 1980s: Effectiveness research
  • 1990s: Outcomes research
  • 2000s: Evidence-based medicine and comparative effectiveness research

In 2009, the American Recovery and Reinvestment Act (ARRA) set forth an expansive government-researched and funded CER initiative; $1.1 billion were allocated to 3 overseeing agencies, each commissioned with a set of comprehensive CER objectives. Since then, federal agencies such as the ARRA-established Patient-Centered Outcomes Research Institute (PCORI) continue to commission CER initiatives through normal appropriations. Private organizations are also engaging CER by funding their own initiatives.

Defining CER

In one of the most widely referenced definitions of CER, the Institute of Medicine of the National Academies (IOM) describes CER as the generation and synthesis of evidence that compares the benefits and harms of alternative methods to prevent, diagnose, treat, and monitor a clinical condition or to improve the delivery of care. The purpose of CER is to assist consumers, clinicians, purchasers, and policymakers to make informed decisions that will improve healthcare at both the individual and population levels.

PCORI has expanded IOM’s definition by including the assessment of benefits and harms of varying interventions and strategies in real-world settings. Interventions and strategies considered in CER may include medications, procedures, medical and assistive devices and technologies, diagnostic testing, behavioral changes, and delivery systems. CER initiatives should focus on patient-centered research to provide evidence-based information to patients, physicians, policymakers, and anyone else who needs to make a decision about healthcare. CER is designed to develop information that helps these parties make informed decisions about the appropriate options for individual patients and patient populations.

Some benefits of CER

CER aims to examine and illuminate the patient experience — including varying life experiences, medical histories, and values — in different healthcare environments, such as private medical practices, hospitals, pharmacies, and outpatient programs. Evidence produced by comprehensive CER studies may be utilized to help reduce the frequency of clinician error, and it may also improve patient awareness. Information derived from CER initiatives may help healthcare professionals be more consistent, transparent, and rational in diagnosing illness and prescribing treatment.

The future of CER

CER is anticipated to be an increasingly important tool across the spectrum of healthcare.

High-impact disease states and underrepresented populations will continue to be an important focus of CER initiatives in the United States due, in part, to the growing prevalence rates in nonwhites for major disease states like type 2 diabetes and HCV.

For managed care decision-makers, there is a growing recognition of the potential role that CER can provide for patients, physicians, and payers alike.

In upcoming CER blogs, we’ll take a look at CER study design (advantages and disadvantages of applied methodologies and outcomes) as well as specific examples of CER utilization in private managed care organizations. 

Managed Markets Monday is a weekly series that provides insight into what we think it takes to meaningfully and effectively communicate with the payer customer.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

#ChalkChat: Using Shared Context to Communicate Effectively

In this episode of #ChalkChat, Neall Currie, VP, Creative Director at Palio, shares insights into how using shared context can make communications more effective.

#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Neall @neallcurrie.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Managed Markets Monday: Who are the Formulary Decision Makers?

In this segment of Managed Markets Monday, Palio’s John Guarino, SVP, Managed Markets and Payer Strategy, describes who Formulary Decision Makers are and what they do.

Managed Markets Monday is a weekly series that provides insight into what we think it takes to meaningfully and effectively communicate with the payer customer. Follow up with John Guarino at john.guarino@palio.com.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

#ChalkChat: 5 insights to clear behavioral communication objectives

In this weeks #ChalkChat, Maureen Wendell, Palio’s SVP, Account Services, shares 5 key insights to developing clear behavioral communications objectives.

#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Maureen  maureen.wendell@palio.com.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Another Look at QR Codes

qr.kaywa.com

by Taegan Grice, Interactive Designer at Palio, @tmgrice

Don’t look now but… are QR codes getting useful and cool again?

The much-hyped and often-misused technology, QR codes have been something of a darling among online and mobile marketers. And why not — at their best, QR codes are a vehicle to instantly act on interest, deliver on a value proposition and marry the sometimes-estranged worlds of print, online, mobile and POP marketing.

Everyone’s getting on board: QR codes and other mobile action codes, including Microsoft Tags and 2D barcodes, grew 617 percent from January to December 2011 in the Top 100 U.S. magazines, according to a study by Nellymoser, a mobile marketing and technology company. Advertisers drove the majority of QR and action code growth. From January to December, the percent of ad pages containing a code jumped from 3.6 percent to 8.36 percent.

In that same study, more than half of all QR codes and Microsoft Tags led to a video (54%), which usually was a product demo, behind the scenes look or an entertaining clip. Data capture and list building for opt-in communications, usually with a sweepstakes, were also very popular with 30 percent of action codes leading to this type of engagement. Social media sharing, where action codes enable Facebook, Twitter and email sharing, represented 23 percent of mobile engagements. E-commerce was also popular with 19 percent of mobile engagements leading to an online-store for instant product purchases, brick-and-mortar store locators and/or coupons.

The challenge? There’s just so much bad QR-code work out there. From uninspired drop-ins in big national campaigns to well-intentioned but off-the-mark use in small community newspaper ads, seemingly everyone wants to jump on board the QR-code train, but doesn’t quite know how to make it stand out (Lookin’ at you, Facebook, with your silly roof-mounted QR code). However, a handful of new campaigns give savvy mobile and digital marketers reason for hope.

There was a Korean retailer’s 3-D sunlight-activated QR code, which was scannable only at lunch, when the shadows lined up. Gimmicky, you say? It also boosted lunchtime sales by 25 percent. And, although it’s almost a year old, we’re still fans of how eBay handled its first retail storefront: As a series of QR-code-enabled windows.

Now, we have this Guinness QR code on a beer glass. The twist: It’s activated by the product—you pour a Guinness into the glass, and the beer’s black color fills out the code. Like your beer on the lighter side? Then you won’t be able to see the code. Scan the code with your smartphone, and it “tweets about your pint, updates your Facebook status, checks you in via Foursquare, downloads coupons and promotions, invites your friends to join you, and even launches exclusive Guinness content.” As the animated Guinness ads say: Brilliant!

So what will you do to break the mold with QR codes in 2012? At least go out and grab a Guinness!

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Managed Markets Monday: Medicare, Medicaid and Health Care Reform

In this Managed Markets Monday segment, we take a deep dive into the differences between Medicare, Medicaid, and Health Care Reform.

Managed Markets Monday is a weekly series that provides insight into what we think it takes to meaningfully and effectively communicate with the payer customer. Follow up with John Guarino at john.guarino@palio.com.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

#ChalkChat: 5 Leadership Qualities That Help a Brand Succeed

In this weeks #ChalkChat, Sacha Schroeder, Palio’s SVP, Account Services, describes 5 leadership qualities that can help us challenge ourselves, our teams, and our brand partners towards doing what is best for the brand.

#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Sacha sacha.schroeder@palio.com.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Managed Markets Monday: Do you know what FDAMA 114 is?

In todays Managed Markets Monday, John Guarino, SVP, Managed Markets and Payer Strategy, shares insight on FDAMA 114.

Managed Markets Monday is a weekly series that provides insight into what we think it takes to meaningfully and effectively communicate with the payer customer. Follow up with John at john.guarino@palio.com and follow us at #ManagedMarketsMonday.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

#ChalkChat: 4 Key Strategies to Building Strong Client Relationships

In this weeks #ChalkChat, Jessica Henkel, Account Executive, shares 4 key strategies for building strong client relationships.

#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Jessica @JessicaHenkel.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

© 2011 Palio.com