The science of communication
Talk about arthritis with most people my age and you'll get little or no traction. It's usually 'not our disease'. But change the dialogue from arthritis to bone health and everything changes. Bone health is relevant and important. And you get the response that marketers long to hear: TELL ME MORE!
It works on the clinical side too. Some of you might remember the term cardioselective with regards to beta-blockers. It basically articulates the beta-1 selectivity of this class of drugs that make them more appropriate from both an efficacy and tolerability perspective. It's an interesting scientific story about receptor site specificity and binding affinity and how good old propranolol isn't a drug of choice anymore. But mechanism of action stories are difficult to tell and busy healthcare providers demand the simple story.
So, cardioselective become the single-minded point of difference that expressed an effect on the heart and only the heart. And it's all rolled up in a simple word. But don't scrub the SCIENCE here--it will fall apart. It's the MARKETING that owns the day and physicians' prescribing habits.
Innovation and the Mommy bias
Everyone's baby is beautiful. And the same goes the products of inventors. But the reality is different. Unfortunately, digital health has adopted this bias right out of the gate. They advertising offers their "baby' as the key visual and build the story around their products's height and weight. On occasion, they default to a consumer or physician to add some 'user' context. But the result is creative pabulum. Or perhaps even baby puke. And that doesn't do the grand innovation of digital health creative justice!
But what about
Yes, but there is one key difference: everyone know what vacuums and cell phones are! These products have a leg up and can expand upon an existing need and relevance. With all do respect to many of the digital device manufactures, some of their products look like ill-defined space age widgets. The beauty of these wonderful devices only becomes full realized when it's put into context. Just consider the innovative design of Philippe Starck. His classic juicer was a bit of a mystery--until you understand what it did and how it fit into your life.
One challenge of digital health is to empower innovation with bold and effective communication!
Remember one thing. Many products such as the Scout from Scanadu and the Shine from Misfit Wearables are truly beautiful. But the social and clinical relevance is even MORE attractive--downright seductive. The life-saving aspects of today's devices and those just down the road deserve a communication platform that captures the true beauty and meaning of these clinical tools, even if these tools are sometimes disguised as art.
To someone starving person, a sandwich is a beautiful thing. And to someone drowning, a life preserver is equally as powerful. So remember, in the context of wellness and health, aesthetics and advertising communications take on a more complex role that includes the emotional and physical aspects of those who are depressed, ill, worried and in pain.
So, you have to ask yourself, does a simple product photograph really tell the story that your brand and innovation deserves?
