Click & Read:
Pharma
by Karl Greenberg "Those of us who are boomers, entering a period where we will be drawing the biggest healthcare expenditure, will not put up with this," Jeff Kindler tells the Innovation Forum. "It's a system so far behind every other industry when it comes to customer control and choice that the paradigm has to change, and will change. And I include my industry among the guilty parties." ...Read the whole story >>
Awards
by Karl Greenberg
"Creatively, it was the engagement here," a judge tells Marketing Daily. "It got people involved. The engagement idea was hard to pull apart; it was robust and authentic. People could get involved at a very sincere level. They showed up at rallies, put signs on their lawns. This was not a 'send me your video.' This authenticity is refreshing in a sea of sameness in the brand world." ...Read the whole story >>
Research
by Karlene Lukovitz Kraft used consumer communities to explore "diet" product concepts. "What they learned was that people didn't want 'diet' foods ... they wanted tasty snacks and foods, but in portion-controlled packaging," says Communispace's Julie Wittes Schlack. "That was an insight with huge implications -- Kraft 100 Calorie Packs basically created a whole new category that's since been emulated by many competitors." ...Read the whole story >>
Financial Services
by Tanya Irwin
The Richmond, Va.-based financial services company has created a new Facebook fan page devoted to the celebration of parenthood. WWW.genworth.com/celebrates invites browsers to share a story about a time when their parents came through for them" ... when it mattered most." ...Read the whole story >>
Retail
by Sarah Mahoney The company began the shift last year with the introduction of its Poppy line, Michael Tucci, president of the chain's retail division, explained at the event, which was webcast. That move, he says, took average ticket sales down to about $300, "the sweet spot." ...Read the whole story >>
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