A FutureM 2012: Marketing Makeover for Unsexy Industries

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Presentation for the FutureM Conference 20/20 Track, October 2012.

Presentation for the FutureM Conference 20/20 Track, October 2012.

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  • 1. A Marketing Makeoverfor Unsexy IndustriesJacquelyn Miller - @JacquiMiller TALK ABOUT US USING THE EVENT #FUTUREM #XXXXXXXXXX
  • 2. image from cleverthursday.com
  • 3. (There is a ninja in this picture, too)
  • 4. What does it meanto have fun inmarketing? (There is a ninja in this picture, too)
  • 5. Inbound Content-driven Customer-centric EngagedBlogging Video Social Media Guerilla tactics
  • 6. “Lack of transparency is especially problematic for younger generations who grew up on Facebook. For these people, privacy and transparency have muchdifferent meanings than they do for someone who didnt grow up in the digital age.”- Marketing Lessons from the Grateful Dead,David Merriman Scott & Brian Halligan, pg. 31
  • 7. 1. Bypass Accepted Channels1. Keep Failing1. Free Your Content
  • 8. 1. Bypass Accepted Channels1. Keep Failing1. Free Your Content
  • 9. "Traditional marketing may be dead, but the new possibilities of peer influence- based, community-oriented marketing, hold much greater promise for creating sustained growth through authentic customer relationships.”– Bill Lee, “Marketing is Dead”, Harvard Business Review Blogs, 6 Aug 2012
  • 10. Social Networks + Health 2.0#XXXXXXXXXX 11
  • 11. 1. Bypass Accepted Channels1. Keep Failing1. Free Your Content
  • 12. - Samuel Beckettimage from swissmiss.com
  • 13. (There is a ninja in this picture, too)
  • 14. "Were trying to create new relationships with entrepreneurs and innovators and developers who are doing out-of-the-box thinking around healthcare […]” - Kyle Armbrester, AthenaHealth Boston Globe, 6 June 2012#XXXXXXXXXX 15
  • 15. 1. Bypass Accepted Channels1. Keep Failing1. Free Your Content
  • 16. In the 21st century, new trust networks and the reputationcapital they generatewill reinvent the way we think about wealth, markets, power and personal identity in ways we MARKETING can’t yet even imagine.- Rachel Botsman, “The currency of the new economy is trust.” TedGlobal 2012, June 2012
  • 17. Making the simple complicated iscommonplace; making the complicated simple,awesomely simple, that’s creativity. - Charles Mingus
  • 18. The next time someone complainsabout Millennials, maybe remind them who linoleum-ed over all the hardwood floors. - Julieanne Smolinski (@boobsradley), Twitter
  • 19. #XXXXXXXXXX 22
  • 20. A Marketing Makeoverfor Unsexy IndustriesJacquelyn Miller - @JacquiMiller TALK ABOUT US USING THE EVENT #FUTUREM #XXXXXXXXXX
  • 21. References• http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html• http://www.latimesmagazine.com/2011/01/q-la-amy-poehler.html• http://www.amazon.com/Marketing-Lessons-Grateful-Dead- Business/dp/0470900520• http://www.ted.com/talks/rachel_botsman_the_currency_of_the_new_e conomy_is_trust.html• http://www.technologyreview.com/news/418874/patients-social- network-predicts-drug-outcomes/• http://www.patientslikeme.com/• http://www.athenahealth.com/cmp/more-disruption/more- disruption.php?intcmp=10011572• http://www.forbes.com/sites/davechase/2012/09/09/patient- engagement-is-the-blockbuster-drug-of-the-century/
  • 22. A huge upside of technology has been its democratization, giving ordinary access toinformation and tools that had previously been the preserve of the few. Industry after industry has seen the creative destruction wreaked upon it as Internet technologies pull down walls. Health carehas, so far, remained relatively unscathed. For how much longer?– Ben Rooney, “Health Care is the Next Frontier for Big Data”, Wall Street Journal, 19 Jan 2012