Finding the Simplest Path to the Highest Good in Healthcare
This story is part of a series of interviews with 2022 Clio Health supporting partners about the evolution of healthcare marketing. See more articles from the series here.
Muse: What is your guiding philosophy or approach to creating health marketing that makes a difference for clients and the world at large?
Centron: Our purpose is to find the simplest path to the highest good for our clients, their brands, and the communities they serve. In practice, this means helping our clients navigate complexity by deeply understanding their customers, prioritizing what matters for impact, and leaving the non-essential behind. This approach yields a fresh perspective and original solutions, creating customer experiences that are meaningful and go beyond the expected.
Describe a recent campaign that embodied that approach.
"Home Suite Home" with Genevieve Gorder. Our task was to help our clients convey the flexibility and benefits of an in-home self-infusion to patients who had become accustomed to receiving treatment in the clinic—and who, we learned, were hesitant about the prospect of medicalizing their home and handling needles themselves. We knew that standard brand-centric communications wouldn't create the mind shift we were looking for. Instead, we considered who our demographic—individuals in their 30s to 60s—trusted for content and advice about their homes: HGTV designers and personalities. We partnered with Genevieve Gorder (Trading Spaces on TLC, White House Christmas on HGTV) to script and film a four-episode streaming series intended to help patients "hack" the infusion experience and make it an integrated and positive part of their daily lives. This content was deployed across social, brand and patient service channels, and became an integral part of the consideration and on-boarding experience.
What excites you most about the future of health marketing, and how are you preparing for that future?
Prescription digital therapeutics (PDT) are very exciting and on the cusp of some significant breakthroughs. It is similar to the electric car market. Just a few years ago, seeing an electric car on the road was very exotic. All of a sudden, you see them in your neighbor's driveway, and every major automaker has a car on the street or one in the pipeline. PDTs are not too far behind.
With some progress on regulation and payer acknowledgement, and acceleration of technology acceptance due to Covid, we could be on a cusp of a similar scale tip—as most major established manufacturers, and some really smart startups, are all investing resources into PDTs. And it's the end patient and their healthcare team who will benefit, from PDTs that are interventions themselves, or complimentary technologies. We at Centron are keeping a close eye on this sector, and feel our focus on technology-based solutions and nimble size make us good partners for upcoming PDT products.