"Share for Good" with Anheuser Busch and DAVID the Agency

Estrella Jalisco, an beer under the Anheuser-Busch family of brands, noticed that the autocomplete function when typing "Mexicans are" in the Facebook search bar revealed very negative results that did not reflect the truth about Mexican culture. The brand embarked on a mission to change the negative stereotypes through “Share for Good,” a next-generation content marketing campaign, partnering with Mexican artists, filmmakers, designers, and creators to unleash a tidal wave of positive, inspiring content about Mexican people and culture.

> See all episodes
Half-Human, Half-Machine, All Marketing: Managing Algorithmic Limitations

When AI-based algorithms were introduced to the marketing world they were an immense game changer: they upped the ante on how brands could target their existing audiences, and they sped up the process of understanding how to build new ones. As machine learning grew exponentially, however, it also lost much of its human touch. Without a balance of human input and safety checks, algorithms can adopt human biases (including hate speech), and cannot adapt fast enough to real-time crises like COVID-19. The resources here discuss how marketers can best work with algorithms to ensure they reach desired targets with efficient, optimized results, and avoid communicating the wrong messages.

> See all issues
Pulse Issue 19

The Doctor Will Zoom You Now: Telehealth During COVID-19 and Beyond

July 2020

By Josch Chodakowsky, Senior Manager, Research & Innovation at Ask the Expert
By Josch Chodakowsky, Research Manager at Ask the Expert
Prior to the pandemic, adoption of virtual doctor visits was negligible (at just 11%, according to a McKinsey survey). Since social distancing and quarantine, however, those numbers have rocketed to 46 percent, and the comfort and ease both consumers and doctors are finding through telehealth, or telemedicine, indicate that it’s here to stay post-COVID. But the surge in telehealth begs the question: if some vital services like healthcare can be delivered virtually, what other traditionally physical industries may also find themselves delivering via cyberspace? For the moment, telehealth is ruling the space and the resources below discuss its growth, application, and future.
In response to the COVID-19 pandemic and aided by unprecedented regulatory and commercial payer flexibility, providers have rapidly expanded telehealth services. According to McKinsey, as a result of this telehealth boom providers “are seeing 50 to 175 times the number of patients via telehealth than they did before.” Further analysis of claims suggests that more than 20 percent of all office, outpatient, and home health spending could be delivered virtually with impacts differing by sector. The potential growth in telemedicine could be staggering assuming these temporary “flexibilities” are made permanent through legislative, regulatory, and private market changes. Obviously, this transition to telehealth will require providers to rethink fundamental questions about how they go to market and deliver services in the virtual arena.
It is hard to imagine a category more relevant to consumers during a pandemic crisis than telehealth. But the D2C company Ro was especially well positioned for a locked-down clientele because it had built itself as a full stack of solutions. In addition to three online health clinics —Roman for men, Rory for women, and Zero for addiction treatment — it also has a network of pharmacies for prescription and home delivery. In this interview, cofounder and Chief Growth Officer Rob Schutz describes selling telehealth by targeting the ailment, not by trying to sell the idea of the D2C doctor.  
Successful technologies have their big adoption moment—the event that pushes them past the “tipping point” to become a part of everyday life. The COVID-19 pandemic and the corresponding reduced barriers to virtual care are pushing telehealth further into the mainstream as many health care providers are moving quickly to implement or expand telehealth capabilities. The opportunity for health care marketers is clear: market telehealth as a central part of your COVID-19 plan — and an essential, accessible service to patients and communities. The recommendations in this article can help healthcare marketers effectively support their telehealth initiatives, across all marketing channels.
Based on a survey by Sage Growth Partner and Black Book Market Research, 25 percent of consumers had used telehealth prior to the current COVID-19 pandemic. Fifty-nine percent reported they are more likely to use telehealth services now than previously, and 33 percent would even leave their current physician for a provider who offered telehealth access. Lisa Mazur, partner at McDermott Will & Emery specializing in the digital healthcare space, stated, “Telehealth was already experiencing significant momentum and growth prior to this public health emergency, and its continued trajectory has been solidified by the vital role it is playing in care delivery today.” This Forbes piece discusses the reasons why telehealth will last beyond the pandemic.
Telehealth is paramount in reinforcing the principles of social distancing while providing sick patients with immediate support, which means marketers must immediately educate consumers on the benefits. The next step, then, is to start promoting telehealth as not just a viable alternative to an in-person visit but as a necessary first line of defense against the virus. Rajesh Midha, chief strategy officer at Bottle Rocket, explains how healthcare marketers can undergo a paradigm shift in how they view their customers holistically, plus what the healthcare landscape might look like post-pandemic, and where marketers best fit in.
Are you an ANA member with a research request? Contact Ask the Expert to submit your question.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

Email: marketingfutures@ana.net

 

marketingfutures.ana.net