Jane Alpers

What is consumerism in healthcare?

What is consumerism in healthcare?

What is consumerism in healthcare? There are so many interpretations out there. Is it Consumer Orientation? Shopping? Selecting providers based on cost? Consumer Experience? Consumer Engagement in their own care? To me it’s about winning new patients and retaining existing patients. As health systems trudge toward full vertical integration to deliver on population health, they […]

Name-droppers? Why Nike, Starbucks and Target may be doing it

Name-droppers? Why Nike, Starbucks and Target may be doing it

I am wondering why major consumer brands lose their names, leaving their brand icons to serve as their entire visual identity? Last week, I drove past a new Target store built into a tight little urban area near Fenway Park that is being rejuvenated with posh, high-rise residences. I knew it was Target because of […]

Market vigilance: a key job for strategic marketers

Market vigilance: a key job for strategic marketers

A key job of strategic marketers is to be on constant look out for changes in their consumers and their markets. But most of us don’t have this on the top of our priority lists of things to do. Most of us analyze our markets and develop our strategic plans for driving growth under the […]

The consumerization of healthcare

The consumerization of healthcare

One hears a lot these days about the trend of “Consumerism” in health care. The term has become so broadly applied, in my mind, that it makes me wonder whether anyone really knows what it means. As a classically trained consumer packaged goods marketer who works in health care, I am particularly sensitive to the […]

How Marketers Should See Marketing

How Marketers Should See Marketing

In many companies today, marketing seems to have two meanings. Marketing means advertising, digital communications, social media, sponsorships – in short, communication to and engagement with the target consumer. This is often how sales sees marketing, as support to generating sales. I get worried, however, when this is how marketing sees marketing. I get especially […]

What does Simon Sinek’s Golden Circle offer marketers?

What does Simon Sinek’s Golden Circle offer marketers?

Simon Sinek, the Rand Corporation consultant and leadership guru, gave his original Golden Circle Ted Talk in 2009, and it continues to be one of the most viewed over the past 5+ years. I like it and yet am somewhat skeptical about whether The Golden Circle tells us anything new. Sinek’s Golden Circle is simply […]

What is Health Care Consumerism?

What is Health Care Consumerism?

One hears a lot these days about the trend of “Consumerism” in health care. The term has become so broadly applied, in my mind, that it makes me wonder whether anyone really knows what it means. As a classically trained consumer packaged goods marketer who works in health care, I am particularly sensitive to the […]

Name-dropping: Nike, Starbucks, and now Target

Name-dropping: Nike, Starbucks, and now Target

I am wondering why major consumer brands lose their names, leaving their brand icons to serve as their entire visual identity? Last week, I drove past a new Target store built into a tight little urban area near Fenway Park that is being rejuvenated with posh, high-rise residences. I knew it was Target because of […]

Time to Elevate Market Vigilance

Time to Elevate Market Vigilance

A key job of strategic marketers is to be on constant look out for changes in their consumers and their markets. But most of us don’t have this on the top of our priority lists of things to do. Most of us analyze our markets and develop our strategic plans for driving growth under the […]

Are you doing marketing communications or strategic marketing?

Are you doing marketing communications or strategic marketing?

In many companies today, marketing seems to have two meanings. Marketing means advertising, digital communications, social media, sponsorships – in short, communication to and engagement with the target consumer. This is often how sales sees marketing, as support to generating sales. I get worried, however, when this is how marketing sees marketing. I get especially […]