3 Ways Digital Marketing in the Health Category is Different Than Other Markets

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For several years, our agencies have worked with healthcare brands and companies selling health-related products.  We’ve developed a specialty in it. Because of the unique regulatory challenges of marketing in the broader “health” space, it can be challenging for digital marketers in particular.  Marketers are usually pretty well-versed in dealing with data privacy, CAN-SPAM compliance… Read more »

For several years, our agencies have worked with healthcare brands and companies selling health-related products.  We’ve developed a specialty in it.

Because of the unique regulatory challenges of marketing in the broader “health” space, it can be challenging for digital marketers in particular.  Marketers are usually pretty well-versed in dealing with data privacy, CAN-SPAM compliance and even TCPA rules.

Add in new acronyms like HIPAA and OPDP, just to name a few, and confusion can set in. If you can become adept at dealing with these unique requirements placed on healthcare marketing, it opens up a new world of possibilities for clients.

Here are 3 important issues you have to address when merging the world of digital marketing with health.

  1. It’s not as simple as flipping on Google Ads.

Advertising pharmaceutical products, telemedicine, many health-related tests, or simply running a comparison of these products requires prior registration and approval from a service called LegitScript. The major ad platforms – including Google Ads, Facebook Ads, Bing and Yahoo – have adopted LegitScript as an approved third-party verification partner for health related companies.  If you want to advertise a service or product that falls into these categories, and/or want to charge a credit card for those services or products, you must work with LegitScript prior to getting approved on these ad platforms.

  1. You have to be ultra clear on what you can and can’t say.

The regulatory nature of healthcare marketing is much deeper and specific than most digital marketers are used to. Whether you’re marketing new medical devices, pharmaceutical or therapeutic products, or reviewing consumer DNA tests, this matters. And it becomes quickly apparent when you start to hear some of the new acronyms mentioned above.

Are you prominently displaying ISI (important safety information) on all pages? Any branded health website that describes a product must display ISI. What about OPDP? The Office of Prescription Drug Protection works to ensure information published or marketed online about prescription drugs is “truthful, balanced, and accurately communicated.”  More specifically, any Google Ads you run must be reviewed by an internal regulatory team as well as the OPDP. While it can be hard to include ISI on ads themselves, it does need to be included on all websites (desktop and mobile).

  1. Data privacy and protection is more serious.

Digital marketers and agencies are used to collecting information from website visitors and either selling or storing that information (or both).  In health care, privacy policies and opt-in language has to also consider additional regulatory bodies like HIPAA.  A good outline of HIPAA compliance that explains what to do with your privacy policy, as well as your data storage, can be found here.

 

Internet Business Insights Volume #2

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Hey All! Here is Insights #2! To allow you to get to the content you find most valuable, I broke each idea out into its own micro-post, which are below. If you would like to see the full article in its entirety, click here. Here are the topics, please choose any that may be relevant… Read more »

Hey All!

Here is Insights #2! To allow you to get to the content you find most valuable, I broke each idea out into its own micro-post, which are below.

If you would like to see the full article in its entirety, click here.

Here are the topics, please choose any that may be relevant to your business:

    1. CRO and Paid Media: Tied Together.
    1. Title and Meta Needs to be Sales Copy, Not Keyword Stuffing and It Is Not Only Hurting Your SEO Traffic.
    1. Not going after the hard conversion in ecommerce. Information gathering could make you more money.
  1. When Do You Need an App? Hardly Ever.

When protecting your brand with paid media is worthwhile and when it’s a waste of money.

What does the $18.5b Snapchat IPO mean to your tech business? Absolutely Nothing

Selling to Amazon or selling through Amazon?

New website conversion issues and evolutionary web design.

 

Internet Business Insights Volume #1

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Hey All, Here is Volume #1 of my Internet Insights Newsletter. Just straight to the point facts on topics that I discussed with clients and businesses I am involved with that I feel can be beneficial to you in many respects. Not all of these will apply to your business. If you want to get… Read more »

Hey All,

Here is Volume #1 of my Internet Insights Newsletter. Just straight to the point facts on topics that I discussed with clients and businesses I am involved with that I feel can be beneficial to you in many respects. Not all of these will apply to your business.

If you want to get the newsletter each month, please subscribe on the form on the right.

Click Here for the entire post on one page

Volume #1 Topics:

MVP / Lean first methodology is not just for app companies

Increase Conversions with Time Sensitive Promotions

Importance of Website Speed for Conversions

Direct to Consumer Brands, what to do with Amazon?

Launching a New Website? Keep SEO in Mind

Kickstarter is a marketing platform, not a funding strategy

How long does it take to rank for SEO?

 

I hope you enjoy Volume #1!