How to Partner for Success in an Award-Winning Campaign

Psoriasis is one of the healthcare challenges that our clients help patients deal with. Most people think of psoriasis as a skin problem. Few people realize that psoriasis poses risks that go far beyond skin lesions, and that psoriasis can even be life-threatening. Research indicates an increased risk of depression, anxiety and even suicide in people with psoriasis.[1] In addition, psoriasis is associated with often-debilitating psoriatic arthritis.[2] A survey published in 2013 found that 31.4% of patients with moderate psoriasis and 46.4% with severe psoriasis also suffered from psoriatic arthritis.[3]

The Golden Scalpel award

Helping a client support the psoriasis-care community carries its own rewards, but we’re also gratified when our work is recognized by the healthcare marketing community. We were thrilled when a patient-activation campaign for Celgene Österreich (Austria) — Rise Up Against Psoriasis — developed in collaboration with McCann Healthcare London, won a coveted Golden Scalpel award in the category Digital Media non-RX/non-OTC. The Golden Scalpel awards, which are presented by Pharma Marketing Club Austria, represent best-in-class pharmaceutical advertising in Austria. Two juries of industry experts — one with general marketing expertise and the other with digital marketing expertise — selected the award recipients.

Seamless collaboration across partners and time zones

Arteric developed and implemented riseagainstpsoriasis.com, the campaign’s website centerpiece, in a seamless collaboration across 3 time zones with the client, McCann Healthcare London, and McCann Wien. Working in unison with multiple partners across time zones is nothing new for Arteric. Since 1999, we’ve helped brands share life-changing information with 6 million people speaking 28 languages in 35 approved markets and 150 countries.

Our decades of experience with multiagency projects and fluency in the language of marketers and technology teams explains why this partnership was as smooth as it was successful. As Jonathan Kukathasan, General Manager of McCann Healthcare London, explained, “While developing the Rise Up Against Psoriasis campaign, we worked alongside key partners to ensure that it was a success. As the creative agency, we enjoyed working with Arteric, which played a critical role. It was great working alongside them to create this campaign and we look forward to working with them in the future.”

“While developing the Rise Up Against Psoriasis campaign, we worked alongside key partners to ensure that it was a success. As the creative agency, we enjoyed working with Arteric, which played a critical role. It was great working alongside them to create this campaign and we look forward to working with them in the future.”

Maximize engagement

The Rise Up Against Psoriasis campaign was developed to motivate patients who disengage from the healthcare system to visit dermatologists and seek treatment. The campaign has been successful because it authentically speaks to the psoriasis sufferer’s daily struggles with the disease — it calls out to all those directly and indirectly affected by psoriasis, sending the essential message that help is available.

The website applies 4 tactics to engage site visitors and deliver these messages:

  1. A short movie follows 3 people through their daily struggles to help psoriasis sufferers recognize that they are not alone.
  2. A quiz based on the Dermatology Life Quality Index helps psoriasis sufferers quantify the impact of the disease on their daily lives.[4]
  3. A physician finder connects psoriasis sufferers to local dermatologists.
  4. A discussion guide creates the foundation for a successful conversation with the physician.

 To maximize engagement, we performed extensive A/B testing to define the optimal location for a pop-up callout to the quiz. The research also identified the frequency in which the callout should appear.

To further enhance engagement, the website’s attractive, fully responsive design prominently displays the callouts to the survey and the physician finder on screens of any size. And to guide future campaign development, our Search and Development teams instrumented the website to track engagement and provide insights about visitors.

Maximize ROI

Maximum value at the optimal investment is the hallmark of every Arteric project. We optimize development costs by including only essential, pivotal functionality. Unnecessary complexity complicates software development, increasing the risk of cost overages and delays. As we worked with multiple partners in the creation of riseagainstpsoriasis.com, our domestic and international teammates likewise embraced this focus on essential, pivotal functionality. With two decades of multinational, multiagency experience behind us, we used well-established processes to get everyone to agree on strategy long before kickoff.

Another approach that we use for containing short- and long-term costs is to apply standards-based, open-source development technologies. This policy allows clients to avoid vendor lock-in. While we give clients every reason to work solely with Arteric, our use of nonproprietary development technologies gives our clients the option to work with the vendor of their choice throughout their project’s lifespan.

We maximized the ROI of riseagainstpsoriasis.com by developing the site with technology and design choices to accommodate hyperlocalized content in multiple languages, in the event that expansion websites are launched in other countries in the future.

Perpetually improve

Whether we work alone or with partner agencies, the conception, development and implementation of persuasive multilanguage digital marketing tactics across time zones involves challenges beyond those in domestic projects. Arteric’s digital veterans use field-proven, continually optimized processes as well as overcommunication to keep all parties informed, thus minimizing risk and ensuring a smooth experience for all involved. Given comments such as “When I give a project to Arteric, I don’t have to worry[5]” and a 100% project completion record, we’re highly confident in our approach, but we are never content.

At Arteric, the quest for improvement never ends.

QUESTIONS? LET’S TALK.


For two decades, Arteric has worked directly with healthcare clients and partnered seamlessly with their service providers to develop award-winning websites, mobile apps, and Web applications that drive multichannel campaigns and enhance marketing operations. Contact Arteric at 201.558.9910 or email our Client Services Team to put Arteric’s digital marketing expertise and exceptional software engineering skill to work for your brand.

References

  1. Kurd SK, Troxel AB, Crits-Christoph P, Gelfand JM. The risk of depression, anxiety, and suicidality in patients with psoriasis: a population-based cohort study. Arch Dermatol. 2010;146(8):891-895.
  2. Gottlieb A, Korman NJ, Gordon KB, et al. Guidelines of care for the management of psoriasis and psoriatic arthritis: Section 2. Psoriatic arthritis: overview and guidelines of care for treatment with an emphasis on the biologics. J Am Acad Dermatol.2008;58(5):851‑864.
  3. Discover psa.com. Available at http://www.discoverpsa.com/. Accessed August 20, 2017.
  4. Findlay A, Khan G. Dermatology Life Quality Index (DLQI). 1992. Available at http://www.bad.org.uk/shared/get-file.ashx?id=1653&itemtype=document
  5. Vice President, Corporate Communication, Celgene.

Your Business Card Is Costing You Business

You are missing an opportunity to create value the moment that you offer someone your typical business card. The missed opportunity is the creation of a memorable moment and the encoding of your essential messages. And, you didn’t even realize that the opportunity existed.

This missed opportunity reflects: 1) the investment, thinking, and strategy that guided the card’s design and 2) the lack of research into human interactions. Correcting the situation requires analyzing the hurdles that business cards overcome, searching for opportunities to add value throughout the business card exchange experience, and executing to deliver that value.

Let’s start with the hurdles.

Cultural touching points

Cultural norms regarding physical contact vary by culture and geography. Southern Europeans touch each other very frequently, unlike their northern European counterparts.1 Friends in England do not touch each other during conversation, but in France, they touch each other up to 110 times per hour.2 In Puerto Rico, friends may touch each other up to 180 times each hour.2 Although subtle touching encourages a stronger physical connection and provides an indication that people are comfortable with each other, in a professional setting, excessive touching carries cultural and legal risks. These barriers present challenges to establishing interpersonal connections, especially in a business setting.

The business card is our opportunity to simultaneously establish a connection in multisensory fashion — verbally, visually, and physically, driving a stronger impression — and to share valuable messages that together create a memorable moment.

Discover opportunities that add value

Leverage neuroscience

Arteric’s president, Hans Kaspersetz, shared neuroscience research with me indicating that the brain’s haptic memory system can be leveraged to add value to a business card.3 Haptic memory is associated with texture and shape. When we touch an object, haptic memory encodes the characteristics of the object and associates them with the memory of the object. Based on this research, we created a haptic event — a uniquely embossed element — and included it in the design of our business card. Each time someone picks up the card, we leverage haptic memory in addition to visual and aural cues to recall the engagement.

Deliver key messages

We wanted our business cards to deliver multiple messages beyond Arteric’s visual brand, among them:

  • Everything by design
  • Show, don’t tell
  • Push the boundaries of what’s possible
  • Include only the functionality that delivers competitive advantage

After much brainstorming and testing, we selected these design elements:

  • Dedicated space for writing notes — research indicated that note taking was desired-but-missing functionality in card design
  • Exceptionally thick card stock for a firm, confident feel — and essential for effective note taking
  • An embossed logo — to trigger a haptic memory and provide a firm grip on the card, also essential for note-taking. To differentiate from the competition, the embossed elements had to be readable on both sides of the card — the embossed side and the debossed side. This dual readability is physically impossible to achieve in a single embossing event.
Design highlights of the Arteric business card.
The embossed logo is readable on both sides of the card.
The embossed logo is readable on both sides of the card.

Act on those opportunities

Turn concept into reality

Our design requirements created production challenges. Card stock that was heavy enough to allow note taking (160 lb) was too thick for clean embossing. Finding a printer who could overcome these hurdles AND figure out how to create an embossed logo that was readable on both sides of a card was our next challenge. More than a printer, we needed a research partner willing to experiment collaboratively.

We met with a slew of printing firms before we found one whose love for out-of-the-box-thinking and experimentation matched our own. We found our partner in Tony Viscito of Metrographics Printing.

After weeks of collaborative planning and experimentation between Arteric and Metrographics, Tony’s team overcame the challenges by gluing together two sheets of 100-lb card stock to provide a stiff foundation for note taking. To create an embossed element readable on both sides, each sheet was embossed separately prior to gluing — a novel process custom-created for the task. For the lettering on both sides to align seamlessly, Arteric’s design team had to produce artwork of sub-millimeter accuracy to produce readable embossed lettering on both sides of the card.

“Unique projects like this require the client’s design team to work seamlessly with our production group,” states Tony. “Just like my team, Arteric refused to compromise on any quality issue. This made it clear that they were all in on the project.”

Something we missed

We love the end result, but we’re guilty of an oversight. Our cards aren’t read perfectly by every card scanner. As a company that prides itself on putting itself in the clients’ shoes, we should have anticipated that many people would scan the card, triggering the need to test our font strategy on a variety of devices and mobile apps.

Card copy isn't read correctly on every card scanner.
Card copy isn’t read correctly on every card scanner.

 

Make the user experience memorable

As a creative director, I always ask myself if I’m doing everything feasible to deliver an experience that lodges your brand favorably in your audiences’ minds. Because the information cued by haptic memory has a very short lifetime — between 2 and 10 seconds — we optimized the entire business card user experience, beginning with the exchange.4

Brainstorming and optimizing led to this approach:

  1. Establish and maintain eye contact.
  2. Hold the business card at the bottom edge so that the recipient grasps the logo during the exchange. Testing indicated that when people rub the logo with their thumb and forefinger, they quickly sense the difference that the embossing creates.
  3. Continue the conversation by explaining that we planned the experience and then introduce the design thinking.
Present the business card so that the recipient grasps the logo.

Leave no opportunity behind

Engagement opportunities abound at every step of the customer journey. The number of opportunities found and the value that is added to them reflects the effort put into the search and the insight to know what to look for. Some will question the time, research, and expense that we invested in designing a business card. Others might point out the irony of a totally digital marketing agency like Arteric investing so heavily in an old-school analog asset like a business card.

But those groups would be missing the point, which is, that adding value to a touch point in the customer journey (the business card exchange) was driven by combining experience with curiosity, research, and experimentation. In this case, the data indicated that leveraging tactile sensations would add value to the business card exchange. This should come as no surprise. Dr. Joshua Ackerman of the Sloan School of Management at MIT points out that touch influences purchases and perceptions during interpersonal encounters.5 In one experiment, people who interviewed a prospective employee while holding either a heavyweight or lightweight clipboard considered the candidate to be more seriously interested in the job when the interviewer held the heavier clipboard.5

The lesson for healthcare marketers is that in an era of myriad digital connections and endless competition for eyeballs, brand teams and marketing communication departments have many opportunities along the customer journey to make an impression. In the interaction with any tactic — tweet, slim jim, email, Facebook like, or phone call — there’s value waiting to be mined and competitive advantage to be gained if you know where to look and do the research that helps you see the opportunities that your competitors miss.

Create remarkable customer experiences with Arteric

Experience, curiosity, research, and experimentation informed the design of our business card. The same approach produced double-digit increases in user engagement after we redesigned a website. Contact us at 201.559.9910 to maximize the value every time your customers engage with your brand.

References

  1. Furnham A. The psychology of touch: the taboo of physical contact. Psychology Today website. https://www.psychologytoday.com/blog/sideways-view/201507/the-psychology-touch-the-taboo-physical-contact. Posted July 31, 2015. Accessed July 28, 2017.
  2. Greene E, Goodrich-Dunn B. The Psychology of the Body, 2nd ed. Philadelphia, PA: Wolters Kluwer Health/Lippincott Williams & Wilkins; 2013.
  3. Haptic memory. Wikipedia. Available at https://en.wikipedia.org/wiki/Haptic_memory. Accessed August 2, 2017.
  4. Dubrowski A, Carnahan H, Shih R. Evidence for haptic memory. Paper presented at the World Haptics Conference. March 18-20, 2009; Salt Lake City, UT. https://www.computer.org/csdl/proceedings/whc/2009/3858/00/04810867-abs.html. Accessed August 13, 2017.
  5. Williams L, Ackerman J. Please touch the merchandise. Harvard Business Review. December 15, 2011. https://hbr.org/2011/12/please-touch-the-merchandise. Accessed August 13, 2017.

P.S.

To learn more about sensory marketing, check out these references. If you have any questions, don’t hesitate to contact me by email — ross@arteric.com — or by phone — 201.558.9002.

  • The science of sensory marketing. Harvard Business Review. March 2015. Available at https://hbr.org/2015/03/the-science-of-sensory-marketing.
  • Krishna A. Sensory Marketing: Research on the Sensuality of Products. New York, NY: Taylor and Francis; 2009.
  • Krishna A. Customer Sense: How the 5 Senses Influence Buying Behavior. New York, NY: Palgrave Macmillan US; 2013.

Lloyd McGarrigal Promoted to Software Development Manager

Arteric, a digital healthcare marketing agency that fuses exceptional software development skill with healthcare marketing expertise to help brands connect patients, caregivers, and healthcare professionals with the health information and tools that patients need to live longer, healthier lives, is proud to announce the promotion of Lloyd McGarrigal to software development manager.

Mr. McGarrigal plays critical roles across the entire development cycle for the websites, mobile apps, and Web applications that Arteric produces. At a project’s onset, Mr. McGarrigal collaborates with the client services team and the project management team to define the technical scope of work, selecting the platform and devising the development strategy. This means analyzing a clients’ immediate technical needs for their current information technology ecosystem, as well as anticipating the inevitable changes for the coming years.

During the development phase, Mr. McGarrigal ensures that Arteric’s programming team operates at maximum efficiency to deliver a defect-free product on time and on budget.

“Exceptional software development managers are masters of multiple disciplines beyond programming: project definition and planning, process control, and technical communication with digital experts and novices internally and on the client side,” states Hans Kaspersetz, Arteric’s president and co-founder. “An uncanny ability to simplify the complex and unwavering attention to detail is critical to deliver software that works everywhere and every time. With his broad experience, relentless pursuit of detail, and uncompromising quest to do things right, Lloyd sets up projects to succeed and effectively drives them to launch.”

Mr. McGarrigal is exceptionally skilled at wrangling continually evolving technologies while remaining focused on the big picture. This trait is essential for digital marketing teams and comes naturally to an endlessly curious, lifelong learner. When not voraciously consuming books on psychology, philosophy, economics, and cultural anthropology, Mr. McGarrigal is a frequent student and occasional teacher at programming workshops and conferences.

Jon Fisher, Arteric’s director of technology, adds, “Lloyd’s ability to understand the goals and strategy behind a given tactic allows us to efficiently discuss requirements, agree on the approach, and get the team started on the right track.”

Mr. McGarrigal summarizes his time at Arteric this way. “Growing professionally as Arteric expands has been very rewarding. The Arteric environment fosters open minds, honest opinions, and a relentless pursuit to do things right, without compromise. I couldn’t do it any other way.”

Cancer vs Communication. Helping Advocacy Organizations Win the Battle

There’s an immediate and urgent need to advocate for cancer research and for services for families affected by the disease. Fortunately for patients and caregivers, there are innumerable national and international advocacy groups dedicated to cancer research and support (see a partial list at the end of this article). But each of these groups faces the challenge of fighting through multichannel clutter to reach, engage, and persuade their government, academic, and public audiences. A Google search for “cancer advocacy groups” returned 19 million potential links. To succeed, advocacy groups must apply state-of-the-art communication strategies and tactics.

Searching Patient Advocacy on GoogleFrom the patient’s perspective, advocacy groups provide intuitive, informative content that helps them and their caregivers find and coordinate the best available care. For a family in crisis with a new diagnosis or recurrent disease, answers and solutions must be accessible and at their fingertips quickly and without struggle.

Supporting patient and professional advocates

Advocacy groups have their work cut out for them, which is why Arteric works with them to enhance their digital marketing capacity.

For the second year in a row, I had the good fortune to be invited to lead multiple workshops for advocacy group representatives attending the American Society of Clinical Oncology (ASCO) Annual Meeting. The 2017 workshop, titled SEO: Exploring the Boundaries of the Possible in Online Patient Advocacy, was designed for staff leaders with responsibilities in digital marketing, communications, and Web channels.

Prior to the workshop, attendees completed a questionnaire about their organization’s online marketing strategy and website assets, including competitor information, to ensure that the workshop addressed each organization’s real-world challenges.

What the audiences learned

Throughout the sessions, the audiences learned best practices and strategies for leading-edge digital marketing, Web development, and SEO. We reviewed each organization’s goals for its Web presence and assessed how effectively its website aligns with these goals. After spirited and insightful conversations, I worked with each organization to help them align their goals with their website tactics and reviewed how to quickly and effectively identify issues that may degrade their sites’ performance in search results. The conversations ranged from YouTube and video search optimization to the implementation of an artificial intelligence (AI)-driven chatbot care navigator.

What I learned

Similarities and differences

These workshops exposed me to a broad spectrum of advocacy organizations — some with 30-page websites that attracted 200 visitors per month, others with thousands of website pages and millions of annual visitors. Their questions were similar:

  • How do we draw more traffic?
  • How can we outrank our competitors?
  • How can we more effectively engage our visitors?
  • How can we make our content easier to navigate?
  • How can we structure and execute on our content strategy?
  • How can we use analytics to decide what kind of content to develop?

The differences lay in each organization’s digital marketing and communication maturity, its available resources, and its vision for how it can best serve its audience. What was consistent was the workshop participants’ commitment and enthusiasm. Their questions drove us to discussions about how to set goals for digital marketing, how to measure progress, what innovative/transformative technologies are available to deepen their engagement, and practical next steps. I was deeply impressed by what small organizations can accomplish with limited resources and how much they’ve learned and progressed from year to year.

Small organizations

I believe that the biggest area of opportunity for small patient advocacy groups is to clearly define their content mission and the measurements they will use to determine if their strategy is working. Then, every 90 days, the group should review both the execution of their content strategy and their key performance indicators, adjusting what they are publishing online based on how well the content is performing. This analysis should be combined with insight mining of their pay-per-click (PPC) performance, search-terms report, and query data from Google Webmasters Search Console. I suggest this analysis because the data often provide inspiration for content that should be published and because Google offers advocacy groups PPC grants based on their status.

Large organizations

I was impressed by the willingness of the exceptionally large and successful advocacy groups to consider new ideas and technologies. Specifically, they have an opportunity to leverage their large content sets (thousands of pages) to build automated/guided experiences for visitors who are seeking answers. Thousands of user-generated discussions about disease, quality of life, and treatment create unique and interesting data sets to train AI. One discussion included the question “Do we hire a team of chat operators to interact with visitors or do we hire a team of chat operators to supervise a chatbot that is being trained to interact with visitors?”

Personally, I find it deeply frustrating to chat with a person online. I send my question. I wait 2 to 3 minutes while the person looks up the answer. I lose interest, switch to another window, waste the operator’s time, and the session dies. I prefer to ask the AI a question, get a pretty good answer, and then have the option to trigger a live chat session if my question wasn’t answered. It’s faster, and I prefer to fail faster.

My day with our advocacy partners reminded me about the breadth and depth of the challenges that they face, as well as the need to provide a variety of tailored solutions to their problems. It inspired me to think deeply about how we can do more with less and about the symbiotic relationships among consumers, advocacy, and brands. I was reminded that our healthcare system relies on a balance of partners — and, that patient advocacy and professional advocacy are essential in connecting stakeholders to the health information patients need to live longer, healthier lives.

Lending a hand

Working with advocacy groups that educate patients, caregivers and professionals is a privilege, but it’s also a natural fit for Arteric for two reasons:

I’m pleased that Dr. DeVita feels that the medical community is gaining the upper hand on cancer and that we are moving toward a world free from cancer; but for the foreseeable future, people affected by cancer will need advocates on multiple fronts. Arteric will continue supporting these organizations. If you want to join the effort, check out the domestic and international advocacy groups listed at the links below.

Push your digital engagement to the max

For two decades, Arteric has developed digital marketing strategies, websites, mobile apps, and Web applications that drive growth for healthcare brands and advocacy organizations. If you’d like me to lead a workshop for your organization, or if you would prefer to schedule a 15-minute conversation to discuss how Arteric can maximize the impact of your digital communication programs, please contact me at 201.558.9910.



Cancer Support Advocacy Groups

References

  1. The growth of the cancer e-patient and their thirst for control. The growth of the cancer e-patient and their thirst for control. info. January 2014 survey. Blog article available at https://www.patientpower.info/blog/2014/04/04/the-growth-of-the-cancer-e-patient-and-their-thirst-for-control. Infographic available at https://www.healthworkscollective.com/cancer-patient-use-internet-medical-information/. Accessed July 9, 2017.
  2. Katz B. Launch planning in a new customer reality. Decision Resources Group. Page 12. Available at http://www.drgdigital.com/ebooks/launch-planning-in-a-new-customer-reality?NoGate. Accessed July 12, 2017.
  3. DeVita VT, DeVita-Raeburn E. The Death of Cancer: After Fifty Years on the Front Lines of Medicine, a Pioneering Oncologist Reveals Why the War on Cancer Is Winnable—and How We Can Get There. New York, NY: Sarah Crichton Books, 2015.
  4. Cancer Statistics. National Cancer Institute Web site. https://www.cancer.gov/about-cancer/understanding/statistics. Updated March 22, 2017. Accessed May 17, 2017.
  5. World Health Organization Web site. http://www.who.int/mediacentre/factsheets/fs297/en/. Updated February 2017. Accessed May 17, 2017.

 

Heather Eckhaus Promoted to Group Account Director

Arteric, a digital healthcare marketing agency that fuses exceptional software development skill with healthcare marketing expertise to help brands connect patients, caregivers, and healthcare professionals with the health information and tools that patients need to live longer, healthier lives is proud to announce the promotion of Heather Eckhaus to Group Account Director.

For more than a decade, Ms. Eckhaus’s digital-first approach has helped clients such as Celgene, Moberg Pharma, J&J, UCB, GlaxoSmithKline and BMS conceive and launch successful multichannel marketing campaigns on time and on budget. Whatever the therapeutic or product area —oncology, immunology, infectious disease, medical devices, Rx or OTC, Ms. Eckhaus formed strong partnerships with all her clients.

Ms. Eckhaus explains. ”It’s essential to put in the time in to learn about a clients’ specific needs, including the organization’s culture, business objectives, past successes and challenges, and the nature of the consumer and competitive environment. I draw from experience, but always craft individualized, strategic recommendations and tactics that align with my client’s specific situation.”

Sean Carr, vice president, account director, shares his thoughts. “Heather has been a great member of the Arteric team. She’s brought invaluable experience and insight to Arteric. Her energy and passion have been instrumental in growing our portfolio and I couldn’t imagine where we would be without her.”

Ms. Eckhaus’s promotion after joining Arteric in February 2016 reflects her impact on strengthening and expanding Arteric’s client base. Arteric president Hans Kaspersetz adds, “Heather inspires confidence from her clients with a friendly, professional approach and a laser-sharp ability to quickly identify what REALLY matters to the success of a digital healthcare marketing project.” Mr. Kaspersetz continues. “At Arteric, everything we do is by design. Heather’s client-centric vision helps ensure that what we develop is what the client truly needs.”

Regarding her time at Arteric, Ms. Eckhaus shares, “It’s an exciting time at Arteric. With several new business wins, strong, long-standing client relationships and innovative, challenging work, I’m thrilled to be a member of the senior account team.”

Arteric Sponsors Digital Pharma West

Arteric, a digital healthcare marketing agency that fuses exceptional software development skill with healthcare marketing expertise to help brands connect patients, caregivers, and healthcare professionals with the health information and tools that patients need to live longer, healthier lives announced today that they will again be a major sponsor for the 2017 Digital Pharma West Conference taking place in San Francisco from June 13 to June 15.

Digital Pharma West is one of the healthcare industry’s most eagerly anticipated events. Thought leaders from pharmaceutical, biotechnology, and medical device companies meet with their counterparts from the strategic marketing and marketing technology companies that support their efforts to engage patients and healthcare providers. Representatives from academia and government healthcare offices join these groups to discuss the spectrum of opportunities and challenges that digital technology creates in the healthcare space

Jayson Mercado, head of digital events for ExL Events and lead organizer for Digital Pharma West comments. “We’re happy and lucky to partner with Arteric annually on our Digital Pharma events. Whether it’s how to integrate new technologies, improve patient and HCP communications, or strengthen broader digital strategy, they have their finger on the pulse of the topics being discussed at our conferences. As a digital agency with a deep roster of life science clients, they can weigh in on many of the issues being discussed from multiple perspectives.”

Digital Pharma West is the largest healthcare digital marketing conference on the West Coast, yet is highly regarded for its intimate environment that cultivates frequent, highly productive conversations between attendees from every aspect of pharma development and healthcare marketing. “Arteric’s mission revolves around connecting patients and healthcare providers with life-saving and life-enhancing information — which aligns perfectly with the broad collection of speakers and thought leaders who attend.” states Hans Kaspersetz, Arteric’s president and co-founder. “The opportunity to connect with a broad array of commercial pharma and biotech leaders provides invaluable insight that I can take back and integrate into our client work.”

Attendees will have much to discuss — the comprehensive agenda includes strategy and tactics that affect every stage of the pharma product life cycle and the patient journey. Topics include delivering an end-to-end digital experience for customers and end users, assessing omnichannel user experience, driving digital transformation, and content development technologies. In addition, social media strategy, tactics and technology will be discussed in a separate full-day session.

Mr. Kaspersetz continues, “The variety of topics and the ease of connecting with thought leaders working through challenges similar to those facing our clients creates a tremendous learning opportunity for our team. Meetings like this, Digital Pharma West in particular, give us a sense of what’s being talked about, and more importantly, why it’s being discussed.”

Learn more about Digital Pharma West

Live From New York — It’s MM&M Awards Judging Time!

In June, a small gathering of highly regarded healthcare marketers will meet in a Park Avenue conference center in Manhattan to face a daunting task — select recipients of 2017 MM&M Awards.

These jurors will debate the merits of hundreds of incredibly clever, meticulously planned and exquisitely designed campaigns and their assets to determine who wins these highly coveted awards at the October ceremony. I’m honored and humbled to have been invited by MM&M to serve as a live juror at this June gathering.

The MM&M awards are among the most respected in the healthcare marketing industry. Agencies from around the world compete in nearly three dozen categories to determine best-in-class media and brand programs, outstanding visual and strategic creativity, and exceptional performance within agency teams.

But, I must step back for a moment.

My feelings about awards are somewhat conflicted, and I’m not alone. Award ceremonies generate diverse opinions:

  • “Awards sell tickets, and they’re a clever publicity stunt.” Actor Tony Randall
  • “Awards can give you a tremendous amount of encouragement to keep getting better, no matter how young or old you are.” Actor Alan Alda
  • “I win my awards at the box office.” Director Cecil B. DeMille

I thoroughly analyze the contestants’ data and creative to evaluate their impact and how the campaigns and tactics moved the needle for the brands and consumers. This performance-driven philosophy is fundamental to what I do every day at Arteric. Everything at Arteric revolves around driving results that truly matter to our clients’ business needs. It’s why we focus on determining which data points and KPIs matter most to our clients’ businesses and then build assets to deliver on them. We believe that our work should be measured, analyzed, and judged against real-world results.

As we become better, more-efficient, more-creative communicators, we ultimately enhance the entire industry’s ability to connect with patients and healthcare providers.

One point is unequivocal — there’s tremendous value in gathering with talented peers to analyze the industry’s latest thinking and gauge where it’s heading. Selecting the best work and celebrating at an event puts everyone on notice to the new standards. The cliché is that a rising tide floats all boats. As we become better, more-efficient, more-creative communicators, we ultimately enhance the entire industry’s ability to connect with patients and healthcare providers. As jurors, we establish new baselines and drive innovation and creativity industry wide.

I’ve served as an online juror for the MM&M awards since 2014. The experience was exceptionally rewarding. Discussing and debating the approaches behind the next generation of best practices in person with the industry’s creative and strategic elite is undeniably icing on the cake.

For these reasons, I enthusiastically approach next month’s gathering of jurors and the earth-shaking ideas that will be my privilege to evaluate. Would I love to see more awards on display at Arteric? Sure, what agency wouldn’t? But even then, my favorite awards will remain those that don’t sit on a shelf or hang from a wall — it’s knowing that the work we do every day improves peoples’ lives and helps them to live longer, healthier, and happier.

Arteric Welcomes Kristen Giordano as Interactive Art Director

Arteric (http://arteric.com), a digital healthcare marketing agency that fuses exceptional software development skill with healthcare marketing expertise to help brands connect patients, caregivers and healthcare professionals with the health information and tools that enable patients to live longer, healthier lives is pleased to announce that Kristen Giordano has joined Arteric’s Creative Services team as an Interactive Art Director.

A graduate of New York’s School of Visual Arts, Kristen has helped transform strategic vision into award-winning websites, physician portals, interactive training materials and print materials for consumer and healthcare professional audiences. During Kristen’s near decade of increasing responsibility with Ogilvy CommonHealth, she created multichannel campaign assets that helped build and launch multiple brands, among them, Bydureon®(AstraZeneca), Skula®(Bayer), Xarelto®and Yondelis®(Janssen) and Flonase®(GSK).

“Competition is fierce for creative talent with a proven track record of exceptional design and UX (user experience design) skill applied to healthcare campaigns.” states Hans Kaspersetz, co-founder and president of Arteric. “Adding Kristen’s top-tier agency experience to our expanding Creative Services team further enhances our ability to create transformative experiences for our client’s healthcare brands and campaigns.”

Arteric’s Creative Director, Ross O’Shea, who worked previously with Ms. Giordano at Ogilvy CommonHealth, adds, “We’re very excited to have Kristen join the team. Her work ethic is like no other, and her exemplary design and user experience skill is already creating unique, transformative experiences for our clients.”

Mr. Kaspersetz adds, “Arteric’s mission is to help clients explore the boundaries of what’s possible. To do that, we search for people who aren’t afraid to step up, propose what hasn’t been done before and then find a way to make that happen. Kristen’s track record highlights her ability to do just that.”

Bydureon is a trademark of AstraZeneca Pharmaceuticals LP
Skyla are trademarks of Bayer Pharmaceuticals
Yondellis and Xarelto are trademarks of Janssen Pharmaceuticals, Inc.
Flonase is a trademark of GSK

Arteric Technology Utilized in Hypertension Medication Adherence Study at Baylor College of Medicine

OnTimeRx® Automated Reminder Service Tested in Stroke Prevention Program Targeting African-American Women

Arteric is a digital agency, but ultimately, we’re in the life extension business. By blending exceptional software development skills with healthcare marketing expertise, we help brands and healthcare organizations connect patients, caregivers and healthcare professionals with the health information and tools they need to live longer, healthier lives.

Susan Torrico, a career pharmacist and medication-adherence pioneer, is also in the life extension business. In 2000, after watching too many patients lose their transplanted organs because they didn’t follow their anti-rejection treatment regimens, Susan began experimenting with mobile technology as a method to improve medication adherence. As Susan explains, “It was devastating seeing so many people, especially teens, miss out on an opportunity for a healthier life simply because they didn’t take their medication. At that point, I developed the concept that became OnTimeRx®.”

In 2005, Arteric teamed up with Susan to develop the OnTimeRx® Automated Reminder Service — mobile technology that provides Web-based reminder-scheduling and notification messages that are delivered by text message, phone call or email. The Automated Reminder Service is the most recent addition to the OnTimeRx® adherence software collection, which include apps for the iPhone® and iPad®, for Android smartphones, and for Windows® desktop computers. These software apps provide reminders in the form of alarm sounds and/or on-screen notices as an alternative to text messages, phone calls or email.

We’re very interested in determining if the automated phone and email reminders sent by OnTimeRx® improve medication adherence in this at-risk population. Preliminary results from a very small patient population look promising.

In addition to transplant patients, OnTimeRx® technology has been applied in adherence studies involving HIV treatment in young people. It was inspiring to learn that OnTimeRx® software is now being evaluated in a population at risk for hypertension.1 African-American women are more prone to hypertension than non-African Americans — 47.5% vs 28%.2,3 Medication non-adherence can cause these women to develop a decreased threshold for stroke development or an increased progression of cardiovascular disease.

To address this issue, researchers at the Baylor College of Medicine are implementing the OnTimeRx® Automated Reminder Service in a pilot study investigating the efficacy of smartphone-based services to improve medication adherence.4 The study is funded by The Lone Star Stroke Consortium, which is a Texas-based collaboration of major stroke centers, and the Texas Nursing Association-District 9.

Study researcher Vanessa Monroe, Clinical Assistant Professor at Prairie View A&M University College of Nursing and PhD Candidate at Texas Woman’s University-Houston, shared these thoughts with us. “We’re very interested in determining if the automated phone and email reminders sent by OnTimeRx® improve medication adherence in this at-risk population.” Vanessa continued, “Preliminary results from a very small patient population look promising. We’re in the midst of adding more patients to the study.”

We’ll keep you informed about Vanessa’s progress, because non-adherence remains a vexing challenge, with rates ranging from 30% to 60% depending on the condition, the treatment, the patient and the setting.4 Medication error rates are just as worrisome — 20% to 80% of patients make mistakes and up to 60% of patients stop their medication too soon.Non-adherence also creates an economic burden. The cost of drug-related morbidity and mortality in the ambulatory setting in the United States has been estimated to be as high as $136 billion.5

Nonadherence has many contributing factors, and so presents a moving target. But mobile communication technology is continually evolving, and we’re evolving our platforms and extending OnTimeRx® functionality to help patients and healthcare providers meet the challenge.

LEARN MORE ABOUT ONTIMERX

Software solutions  from apps to enterprise

Arteric connects patients, caregivers, and healthcare professionals to the health information they need to live longer, healthier lives. We achieve this by finding and filling unmet needs with intuitive well designed technologies. However needs change and technology evolves, count on Arteric to combine infinite curiosity, what if? thinking and unstoppable software expertise to develop life-changing custom mobile apps and out-of-the-box-ready enterprise solutions for pharma, biotech and life science marketers and the people that they help

For information about OnTimeRx® products, contact Jon Fisher at 201.546.9902.
For information about the clinical trial, contact Vanessa Monroe at 832.971.8682.

OnTimeRx is a registered trademark of Arteric.
Windows is a trademark of Microsoft Corporation                                             iPhone and iPad are trademarks of Apple Inc., registered in the U.S. and other countries.
Android is a trademark of Google Inc.

References

  1. Monroe V, Dello Stritto R, Langford R, Young A. (2017). Texas Woman’s University-Houston. Testing a Smartphone Application Intervention to Improve Medication Adherence in African American Female Clinic Patients with Unstable High Blood Pressure: A Two Group Randomized Control Trial. Presented at the Southern Nurse Research Society Symposium. Dallas, Texas.
  2. Taylor J, Peternell B, Smith J. (2013). Attitudes toward genetic testing for hypertension among African American women and girls. Nurs Res Pract. 2013;2013:341374. doi:10.1155/2013/341374 
  3. Still C, Craven T, Freedman B, et al. (2015). Baseline characteristics of African Americans in the systolic blood pressure intervention trial. J Am Soc Hypertens. 2015;9(9), 670-679. doi:10.1016/j.jash.2015.06.012
  4. Gottlieb H. Medication Nonadherence: Finding Solutions to a Costly Medical Problem. Medscape. Available at http://www.medscape.com/viewarticle/409940_6. Accessed May 3, 2017.
  5. Johnson J, Bootman J. (1995) Drug-related morbidity and mortality. A cost-of-illness model. Arch Intern Med (18):1949-56.