Branding is Believing

Each generation either breathes new life into a brand or presides over its last breath.

What do you believe? Take a moment to answer.

1. Is the Encyclopaedia Britannica the authoritative source for information?

Not anymore. Today,  Britannica, established in 1768, ceased publishing its venerable printed volumes. We stopped believing.

2. Are American cars as good as vehicles produced by foreign competitors?

Maybe. A generation ago, the American auto industry led the world. More recently, it was flatlining until a Federal bailout shocked it back to life. Will it come back? Only if you believe.

3. Is Apple the leading source for whatever is new and cool?

Yes. In mid-2011, Apple surpassed Google as the world's most valuable brand by reaching an estimated value of $153 billion (Brandz Top 100 Ranking.) Apple made believers out of us.

4. If you had a serious illness, where would you go for treatment? Where would you never go?

Most likely you know. Something influenced you to believe your care would be excellent or poor, perhaps the opinion of a physician, family member or friend. How we gather the information that shapes our beliefs is beginning to change. A recent poll found that 57 percent of consumers thought that "social media connections would have a strong impact on their likelihood to seek treatment at a hospital." (YouGov Poll published in Becker's Hospital Review)

What do you believe?  Over time, brands rise and fall based on their ability to continually win the hearts and minds of their constituents. How? By remaining relevant and in a close relationship.

Branding is believing.

— Tom DeSanto

Image: Google Images

Measuring the "Where" to Enhance Care

By deploying real-time location systems (RTLS), health care providers are adding another dimension in the drive toward improving the quality, safety and efficiency of care.

RTLS enables administrators to determine and track the real-time location of clinicians, patients and medical equipment. When coupled with workflow automation software technology, RTLS provides accurate, actionable information to aid in the optimal deployment of resources. It documents patient episodes of care to enable workflow and process improvement.

Real-time RTLS monitoring can help emergency departments improve patient throughput to avoid diversion of ambulances and the resulting loss of revenue. It can also provide documentation for patient-safety practices, such as hand-washing programs to reduce hospital-acquired infections, as well as compliance to many other protocols that affect outcomes and ratings.

Having the ability to locate patients, physicians, nurses and staff quickly through RTLS enables providers to remain on-time for procedures and more effectively coordinate treatment. When RTLS tagging eliminates unproductive, frustrating hours wasted in equipment searches, nurses can spend more time with patients to improve quality of care and satisfaction.

Hospitals and health systems that deploy RTLS technology have greater opportunities to improve quality, productivity and profitability. Knowing "where" is the next major leap in acquiring and applying data that can help health care providers meet the demands of health-care reform.

— Tom DeSanto

Image: Google Images, Barco.cz

GTR: Getting a Handle on Genetic Testing

Genetic tests currently are available for approximately 2,500 diseases. Burgeoning testing capability continues to spawn new products and services. The global market for genetic testing reached US$1.5 billion in 2010 is forecast to reach US$4 billion by 2015, according to RCNOS Industry Research Solutions.

Such rapid growth makes it nearly impossible for researchers, physicians and patients to grasp the scope of genetic testing.

In response, the National Institutes of Health launched the Genetic Testing Registry (GTR) on March 1, 2012. Developed by the National Center for Biotechnology Information, this online resource includes a searchable database of data voluntarily submitted by genetic test providers. Information includes the purpose and limitations of each test, what is measured, methods used and the name and location of the test provider. http://www.ncbi.nlm.nih.gov/gtr

Consumers now have an online resource to explore possibilities and receive referral information for the more than 2,700 certified genetic counselors now practicing in the U.S. 

Medical professionals and researchers can find detailed information about tests' analytic and clinical validity, as well as a their ability to predict or improve outcomes. Peer-reviewed, clinical descriptions of more than 500 conditions and links to a depth of other valuable resources also are available.

NIH Director Francis S. Collins said, "This registry will help a lot of people — from health care professionals looking for answers to their patients' diseases to researchers seeking to identify gaps in scientific knowledge."

The GTR is an important baby step in navigating the new world of genetic testing. We have a long way to go in establishing effective regulation and ethical application.

— Tom DeSanto

Happy Birthday to One Smart Cookie

Today we celebrate the 100th birthday of the Oreo, a beloved cookie and an iconic American brand.

But did you know that the Oreo was preceded in the marketplace by a remarkably similar cookie called the Hydrox? In 1908, the fledgling Sunshine Biscuit Company launched Hydrox, which rapidly became its flagship product.

Hydrox would have celebrated its 100th birthday in 2008. Instead, its obituary ran in the Wall Street Journal: "The Hydrox Cookie is Dead and Fans Won't Get Over It." (http://online.wsj.com/article/SB120069573721101481.html)

Why is one cookie in the grave and the other is a healthy centenarian?

Was Oreo the superior product?

Arguably not. Hydrox cookies had a loyal following. One review stated that Hydrox had a "tangy, less-sweet filling and a crunchier cookie that stood up better to milk." In a taste test conducted by Advertising Age in Manhattan in 1988, the final score was Hydrox 29, Oreo 16.

Two major product differences stand out among the cookie contenders. Hydrox contained no lard and was granted kosher certification. The Oreo contained lard and was granted U.S. Patent #0093009.

Many marketing pundits believe the real difference in longevity can be attributed to Nabisco's superior marketing muscle and distribution capability. In the battle for market share, Hydrox never really had a chance.

A number of marketing missteps also led to Hydrox's demise. In 1991, the Hydrox brand was revamped and represented by a character named Drox. Unfortunately, Drox soon bit the dust because he too closely resembled the Pillsbury Doughboy. Pillsbury sued and won.

In 1996, Hydrox cookies were reformulated with added sweetness and were renamed "Droxies" to increase their appeal among children. Although reminiscent of Coke's 1985 reformulation blunder, abandonment of the classic recipe was never repealed. The once-famous Hydrox cookie slipped into oblivion by 2003. A brief reprise occurred in 2008. And then, kaput.

Happy birthday to Oreo, a great product given long life by consistent and clever marketing. A visit to www.nabiscoworld.com/oreo/birthday shows why.

Celebrating 100 years, Oreo is one smart cookie.

What does this have to do with health care, you might ask. Smart marketing has everything to do with longevity and success in branding. Besides, you just took a healthy break with some Oreos without adding a single calorie to your diet.


— Tom DeSanto

Look Before You Leap

Today is Leap Day, that extra day in February we earn every four years.

It's not among the observances commonly marked by health-care organizations, but we can learn from how others have sought to seize the opportunity.

"People jumped off tall buildings all around the country Wednesday, but no one got hurt," proclaimed the provocative lead-in to an AP story published online by the Washington Post, Fox News and Newsday.

The story went on to say that parachutists leaped off skyscrapers in Miami, Detroit and Las Vegas to be filmed for an energy drink commercial. The energy drink wasn't mentioned by name, but one of the stories carried a photo with a parachute emblazoned with the Red Bull logo.

The stunts were right on target because they fit the Red Bull brand promise of "giving wings to people who want to be mentally and physically active and have a zest for life." But when I went to the Red Bull website to learn more, there was no mention of Leap Day or the parachutists.

Red Bull missed the opportunity to leverage its event in another channel. Social media could have connected to the website, which could have amplified the story and perhaps offered a promotion.

When marking an observance or holding an event, be sure to look at all the possibilities. It pays to look before you leap.

— Tom DeSanto


Image:AP Photo/Mel Evans Cropped