When Habits Die Hard: 3 Brand Strategies to Shift Behavior and Transform Markets

Habits are so essential to our survival that their behavioral patterns are imprinted into our subconscious neural pathways. And anything that is counter to those habits is seen as a potential threat to our stability and safety. 
But what happens when a brand needs their market to break free from these patterns?


The number one reason most product launches fail

When Google Glass launched to the public in 2014 after a $400 Million investment, it was heralded as the next big thing in wearable technology. But, less than a year later, the product was pulled from shelves. It’s a prime example of the unfortunate reality of innovation. Having a vision for a revolutionary product is not enough. 

The launch campaign for Google Glass struggled to paint a clear picture of its place in consumers’ everyday lives. 

“...though I tried, very hard, to make Glass a part of my life, I simply didn't feel comfortable with the screen hovering just out of my line of sight.” April 2014 Review in The Washington Post

Success and failure in innovation hinge on your ability to help others see themselves in the future you’ve envisioned. The iPod is a perfect case study. It wasn’t the first to market, but its success over other failed MP3 players can be attributed to Apple's ability to envision a new future of music consumption. Steve Jobs didn't just sell a device; he sold an experience, a new way of interacting with music that was so compelling that people wanted to be in this new world. 


A better recipe for cookies management in healthcare

Today’s media is buzzing with pretty dramatic headlines declaring the end of cookies on the web. But here's the thing: it's not all doom and gloom for marketers. For marketers who have relied heavily on third-party cookies over the past several years, the shift to a cookie-less web can feel daunting. But our ability to personalize messages and offers is not going away. We just need to be more mindful and strategic about the way we collect and use data. 


Under the Hood of Website Personalization


Creating moments of customer serendipity

Where “serendipity” is used to describe the coincidental occurrence of events in a beneficial way, the concept of customer serendipity is not a matter 
of chance at all.

With right strategy and technology, you can deliver the right content at exactly the right time that it matters. It seems like surprise to your users and yet it is a trusted and welcomed interaction.

Today’s modern and personalized web architectures allow you to give each user a unique experience tailored to their needs. 


The big telehealth disconnect

One month ago, telehealth was a distant roadmap item for most hospitals. Today’s it’s a necessity. Hospitals across the country are losing more than 50% of their revenue[1] due to cancelled appointments and elective surgeries. To counter the sudden “bleeding out,” most healthcare organizations have rolled out telehealth in just 3 weeks.


5 steps to a successful hospital website redesign

Hospital website redesigns aren’t easy. First of all, there’s the internal politics. They seem to put the needs of individuals and department agendas over the needs of the entire organization. This complication seems to affect hospital website redesigns more than any other industry.


4 ways to make your website content more patient-centric

With healthcare consumerism in full swing, today's hospital marketers are keeping these four content strategies top of mind as they embark on their hospital website redesign.


3 trends upending healthcare: a report from HLTH 2018

Last week, Las Vegas hosted the inaugural HLTH Conference. According to organizers, it was "a much needed dialogue focused on disruptive innovation." Here's our take on a few noteworthy topics from the event.