Nemours’ KidsHealth CMO Boyer On Principles Of Effective Content

“I’ll show the value of providing patient education and custom solutions designed from the consumer’s perspective and the three fundamental principles for content development that increase its positive impact,” said Madeleine Boyer, Chief Marketing Officer, Nemours Center for Children’s Health Media/KidsHealth®, describing her presentation at the 3rd M2W®HW™ – The Marketing Health & Wellness To Women Conference, Thursday April 26, Hard Rock Hotel, Chicago.

“As any health-related organization knows, patient/member education is both an ethical imperative and a regulatory requirement,” according to Boyer. “In today’s environment, web & mobile content, social media, video, and patient instructions are just a few of the tools health care organizations should leverage to engage ‘doctor mom’ and her family. In addition to achieving better outcomes, when done well, patient education can have a tremendous impact on satisfaction and brand loyalty.”

Boyer added, “For 20 years, the nonprofit Nemours Center for Children’s Health Media, has been creating and distributing consumer-oriented content solutions across multiple platforms, including KidsHealth.org, the #1 site devoted to children’s health, and its more than 300 partners. Nemours is one of the nation’s largest non-profits devoted to children’s health.”

“We’re excited to have Madeleine on our stage. With the ever growing onslaught of social and digital media, its critical for health and wellness marketers to understand how to optimize their patient/customer communications,” according to Nan McCann, M2W®HW™ producer.

“Companies who have sent execs and teams to M2W®HW™ include: Microsoft Health Solutions, Bayer, AARP, Kraft, GlaxoSmithKline, Brigham & Women’s, Clorox and Sanofi-Aventis,” McCann added. “They attend because they recognize that women mean business and brand growth, especially in the health and wellness categories.”

M2W®HW™ is sponsored by Global Sponsor: Chicago Sister Cities International; Associate Sponsors: Ketchum, Yahoo!, Vibrant Nation, Digitas Health, Campbell Ewald, Redbean Society, Brogan & Partners, Nemours Center for Children’s Health Media/KidsHealth; Showcase Sponsors: BlogHer, Women’s Health Foundation, eHealthcare Solutions, Carolina Pad, HealthyWoman; Affiliate Sponsors: American Cancer Society, WomenHeart, American Heart Association, CMPI, Bcureful, Look Good… Feel Better; Video Content Resource: Snippies. This Year, M2W®HW™ Proudly Supports: Habitat for Humanity.

“M2W®HW™ actually starts Wednesday afternoon, April 25, with a pre-conference reception and runs through Thursday, April 26. It is the second major component of Women Mean Business!™ Week,” McCann explained. “The week is an executive education effort anchored by the 3rd M2W®HW™ and the 8th Annual M2W®- The Marketing to Women Conference. It is designed to inform business leaders about the global economic and cultural impact of women. In addition to the two conferences, the week’s activities include the Global Kickoff Luncheon, Global Brand and Global Agency pre-conference sessions.”

For complete information visit: www.m2w-hw.com or call 860.724.2649 x13. M2W®, M2W®HW™ and Women Mean Business!™ Week are produced by PME® Enterprises LLC, 912 Silas Deane Highway, Suite 101, Wethersfield, CT 06109.

Health, Wellness & The Latina Woman Explored

Finding the Cultural Link at M2W-HW.
“My session will show marketers how to address one of the biggest challenges for most pharmaceutical companies and health providers, and that is how to satisfy the needs of the ever-growing and important Hispanic consumer segment,” said Jackie Bird, CEO, Redbean Society, LLC, describing her presentation at the 3rd M2W®HW™ – The Marketing Health & Wellness To Women Conference, Thursday April 26, Hard Rock Hotel, Chicago.

“The Hispanic market, especially Latina women, represents one of the most important growth opportunities for businesses today,” Bird stated. “Yet, the very demands of medical legal requirements in pharmaceutical companies are often a barrier to fully realizing that opportunity. Translations alone don’t drive education, compliance or loyalty among Hispanics.”

“While language is an important priority to consider, the more significant challenge is a lack of understanding of the cultural nuances around health and wellness among Latina women who are the primary decision makers in the Hispanic community,” continued Bird. “I’ll show how Cultural Linking(SM), a proprietary methodology to develop the path to compliance and loyalty, can strengthen market strategies and drive this increasingly critical segment to action.”

“Everyone should realize that success in the Hispanic market is increasingly important to every health and wellness brand,” according to Nan McCann, M2W®HW™ producer. “Every brand and agency exec will benefit from Jackie’s session. She is a seasoned marketer with enormous experience in the Latina space. This is a don’t-miss presentation.”

“Companies who have sent execs and teams to M2W®HW™ include: Microsoft Health Solutions, Bayer, AARP, Kraft, GlaxoSmithKline, Brigham & Women’s, Clorox and Sanofi-Aventis,” McCann added. “They attend because they recognize that women mean business and brand growth, especially in the health and wellness categories.”

M2W®HW™ is sponsored by Global Sponsor: Chicago Sister Cities International; Associate Sponsors: Ketchum, Yahoo!, Vibrant Nation, Digitas Health, Campbell Ewald, Redbean Society; Workshop Sponsors: Brogan & Partners, Nemours Center for Children’s Health Media/KidsHealth; Showcase Sponsors: BlogHer, Women’s Health Foundation, eHealthcare Solutions, Carolina Pad, HealthyWoman; Affiliate Sponsors: American Cancer Society, WomenHeart, American Heart Association, Look Good… Feel Better, CMPI; Video Content Resource: Snippies. This Year, M2W®HW™ Proudly Supports: Habitat for Humanity.

“M2W®HW™ actually starts Wednesday afternoon, April 25, with a pre-conference reception and runs through Thursday, April 26. It is the second major component of Women Mean Business!™ Week,” McCann explained. “The week is an executive education effort anchored by the 3rd M2W®HW™ and the 8th Annual M2W®. It is designed to inform business leaders about the global economic and cultural impact of women. In addition to the two conferences, the week’s activities include the Global Kickoff Luncheon, Global Brand Panel and Global Agency Panel pre-conference sessions.”

For complete information visit: www.m2w-hw.com or call 860.724.2649 x13. M2W®, M2W®HW™ and Women Mean Business!™ Week are produced by PME® Enterprises LLC, 912 Silas Deane Highway, Suite 101, Wethersfield, CT 06109.

Women’s Generosity is theme of winning Red Cross video

This video was a Finalist in the 2011 American Red Cross MOFILM competition. MOFILM inspires film-makers to create videos for big brands and social causes. The Red Cross received 129 submissions, the most of any brand in the competition (the average brand received 56).

This is an example of cause marketing that resonates well with women as it taps in to their nature to be generous with one another, especially in matters related to health. Learn more about what health messages women respond to at M2W-HW – The Marketing Health & Wellness to Women Conference, April 26, 2012 in Chicago.

Bridget Brennan To Keynote M2W-HW

Bridget Brennan, author of the highly acclaimed Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers, and CEO of Female Factor, will kick off the 3rd M2W®HW™– The Marketing Health & Wellness To Women Conference, Thursday April 26, Hard Rock Hotel, Chicago.

Brennan, an acclaimed and engaging speaker whose book was called "essential reading" by the Wall Street Journal and "required reading for anyone burdened with a Y chromosome" by Fortune Small Business, will teach the audience of marketing executives the fundamentals of gender psychology, and the global trends driving women’s purchasing decisions.

She’ll provide a roadmap showing health and wellness execs how to evaluate both sales and marketing from a female perspective. Highlights will include why women may notice aspects of products, marketing campaigns or sales environments that even the most savvy marketers might have overlooked. She’ll detail the six most important trends driving global female populations that are key to determining women’s wants and needs — particularly in health and wellness. She’ll show marketers how to see their business through a female lens.

"Bridget always wows us," exclaimed Nan McCann, M2W®HW™ producer. "She was one of most exciting and popular speakers in 2010 and 2011 at M2W® – The Marketing to Women Conference. This is her first time on the M2W®HW™ stage. She will inform, enlighten and inspire everyone who attends and build the buzz for this year’s program!"

"M2W®HW™ actually starts Wednesday afternoon, April 25, with a pre-conference reception and runs through Thursday, April 26," McCann added. "It is specifically designed for marketers in the health and wellness categories.  Companies who have sent execs and teams to M2W®HW™ include: Microsoft Health Solutions, Bayer, AARP, Kraft, GlaxoSmithKline, Brigham & Women’s, Clorox and Sanofi-Aventis. They attend because they recognize that women mean business and brand growth, especially in the health and wellness categories."

M2W®HW™ is sponsored by Global Sponsor: Chicago Sister Cities International; Associate Sponsors: Ketchum, Yahoo!, Vibrant Nation, Digitas Health, Redbean Society; Workshop Sponsors: Brogan & Partners, Kids Health; Showcase Sponsors: BlogHer, Women’s Health Foundation, eHealthcare Solutions, Carolina Pad, HealthyWoman; Affiliate Sponsors: American Cancer Society, CMPI; Video Content Resource: Snippies.

"M2W®HW™ is the second major component of Women Mean Business!™ Week." McCann explained. "The week is an executive education effort anchored by the 3rd M2W®HW™ and the 8th Annual M2W®. It is designed to inform business leaders about the global economic and cultural impact of women. In addition to the two conferences, the week’s activities include the Global Kickoff Luncheon, Global Brand Panel and Global Agency Panel pre-conference sessions."

For complete information visit: www.m2w-hw.com or call 860.724.2649 x13. M2W®, M2W®HW™ and Women Mean Business!™ Week are produced by PME® Enterprises LLC, 912 Silas Deane Highway, Suite 101, Wethersfield, CT 06109.

Chicago Sister Cities Int’l Named Women Mean Business!™ Week Global Sponsor

Chicago Sister Cities International, in the spirit of its mission to promote Chicago as a global city, develop international partnerships and networks, and share best practices on a city-to-city basis, has become a Global Sponsor of Women Mean Business!™ Week and its associated events, April 23 – 27, 2012, in Chicago.

The week is an executive education effort anchored by the expansion of two marketing conferences, the 8^th Annual M2W^®– The Marketing To Women Conference, and the 3^rd M2W^®HW™– The Marketing Health & Wellness To Women Conference. It is designed to inform business leaders about the global economic and cultural impact of women. In addition to the two conferences, the week’s activities include the Global Kickoff Luncheon, Global Brand Panel and Global Agency Panel pre-conference sessions, and a mid-week fundraiser.

“We are very pleased that Chicago Sister Cities International has agreed to join us in this effort,” stated Nan McCann, Women Mean Business!™ Week, M2W^® and M2W^®HW™ producer. “Over the past several years we’ve attracted growing attendance from literally every continent. It seemed only natural to form an alliance with Chicago Sister Cities. Their goals and mission align perfectly with ours.”

Women – The Key To Economic Growth In The 21^st Century
“Reflecting the week’s Women Mean Business!™ theme,” McCann added, “the power-packed agenda is filled with learning opportunities focusing on the economic opportunity of women. We want to help everyone from the C-Suite— and throughout the enterprise— understand the economic imperative of women in every aspect of their business, in every corner of the globe. The week’s schedule also includes fundraisers, social activities and special events to help participants build business connections regionally, nationally and globally.”

“Not many people realize it, but women now control over $20 trillion in spending worldwide,” McCann explained. “That’s larger than the combined economies of the U.S., China and India. At a time when leaders are looking for ways to fuel and reset the global economy, they need look no further than women. The Women Mean Business!™ Week Kickoff Luncheon will set the tone of optimism for very real and present solutions offered to multinational businesses and organizations. It’s an exciting and invigorating message that should appeal to every key decision maker in the world today.”

The Kick-Off Luncheon will be followed by two global educational sessions, showing how companies can expand their international opportunities by leveraging the purchasing power of women. The first session will focus on advertising research and how-to strategies and methods. The second session will show how brand marketers from a variety of product categories have already successfully marketed their products worldwide.

“After that we move on to more traditional M2W^® components,” McCann continued, “including Marketing to Women 101 and a pre-conference workshop focusing on digital communication techniques. The day wraps up with M2W^®’s traditional pre-conference reception, which gives speakers, sponsors and attendees an opportunity to connect and compare notes.”

Defending The Caveman & A Gala Break From Business
“On Wednesday night after we wrap up M2W^®, and before we begin the 3^rd M2W^®HW™– The Marketing Health & Wellness To Women Conference,” McCann explained, “we’ll host a couple of transitional networking and entertainment elements of Women Mean Business! Week. First, we’ll present a custom performance of “Defending the Caveman,” Broadway’s smash hit comedy about the communication differences between the genders. It drives home the message that marketing to women requires a more informed and nuanced approach. “Caveman” will be followed by M2W^®HW™’s pre-con reception. After that everyone will celebrate with hors d’oeuvres and refreshments at the Women Mean Business!™ Gala.”

3rd Year For M2W^® – Health & Wellness
“The second major component of Women Mean Business!™ is M2W^®HW™– The Marketing Health & Wellness To Women Conference,” McCann continued. “It starts Wednesday afternoon, April 25, with a pre-conference reception and runs through Thursday, April 26. “M2W^®HW™ is specifically designed for marketers in the health and wellness categories.  It always features the very latest research, case studies, workshops and how-to sessions teaching marketers how to reach women and grow brands on every communication channel. Our content runs the gamut from traditional print advertising and packaging to the very latest digital media”

“Companies who have sent execs and teams to M2W^®HW™ include: Microsoft Health Solutions, Bayer, AARP, Kraft, GlaxoSmithKline, Brigham & Women’s, Clorox and Sanofi-Aventis. They attend because they recognize that women mean business and brand growth, especially in the health and wellness categories.”

M2W^®’s Eighth Year
“Over the years,” McCann stated, “M2W^® has grown to be the world’s premier conference on marketing to women. We’ve hosted attendees from all over Europe, the Mid-East, North and South America, Australia and Asia. M2W^® is annually attended by Fortune 1000 senior brand marketing executives,” she added. “Registration has included companies as diverse as Harley-Davidson, Bayer, Aetna, ESPN, Kraft Foods, Ford, GM, Johnson & Johnson, Kellogg, Diageo, Walgreens, Wells Fargo, NBA, Burton, Coca-Cola, L’Oreal, Procter & Gamble, ConAgra and Whirlpool.

“Women Mean Business!™ wraps up with a breakfast review on Friday morning.”

For complete information visit: www.m2w.biz, www.m2w-hw.com or call 860.724.2649 x13. M2W®, M2W®HW™ and Women Mean Business!™ Week are produced by PME® Enterprises LLC, 912 Silas Deane Highway, Suite 101, Wethersfield, CT 06109.

About Chicago Sister Cities International
Chicago Sister Cities International (CSCI) provides leadership to develop, manage, and coordinate comprehensive programs and projects with Chicago’s 28 sister cities. CSCI is committed to promoting Chicago as a global city, developing international partnerships and networks, and sharing best practices on a city-to-city basis. For more information about Chicago Sister Cities International, please call 312.201.4525 or visit www.chicagosistercities.com.

About PME Enterprises
PME® is a sales and marketing company specializing in events and expositions. Founded in 2001, PME®’s experience covers the complete event spectrum including national and local trade shows, national and local conferences, and a variety of special events. For sponsors, speakers, exhibitors & attendees…PME®’s on-going mission is to bring people together to build share and drive sales through the creation, promotion and production of events. PME® events are known for their top-quality execution, relentless dedication to service for all stake holders and best-in-class content. For more information about PME® visit www.pme-events.com or call 860.724.2649 x13.

3rd M2W-HW to Take Place April 26, 2012

Save the date! The 3rd M2W®-HW™ will take place April 26, 2012 in Chicago.

Visit the conference website for updates on speakers, sponsors and the event schedule.

Speaker and sponsorship opportunities are still available. Call Liz Fongemie at 860-724-2649 x11 for more information.

Hot Healthcare Headlines

These are some of the health marketing stories in the news this week:

‘Next They’ll Tell Us Junk Food Is Good For Us’ Syndrome: It’s not going to happen overnight but putting "No Fat" on your label could become more of a liability than a plus once new scientific thinking hits the mainstream (MediaPost).

Checkup: Bounty and Special K Build their Health Credentials: Special K and Bounty both recently launched new marketing messages that focus on health. The iconic cereal asks women to recognize the empowering inner benefits of reaching their weight management goals, and "the quicker-picker-upper" paper towel now takes an emotional approach, tied to an issue that resonates with every parent: cleaner schools (Promo Magazine).

Packing Up Old Digital Habits: One agency takes an amusing look back at how things have changed in digital marketing in the health space in the past ten years (MediaPost’s Marketing: Health).

Price of Drug to Prevent Preterm Labor Skyrockets: Last month the FDA approved Makena, a drug to help prevent preterm labor in pregnant women at high risk for it. The drug has been available from compounding pharmacies for years, at a cost of about $10 or $20 per injection, but now that a single company has won market exclusivity for seven years, the compounding pharmacies have to stop making the drug, and the cost for the FDA-approved product will now be as much as $1,500 per dose (WSJ Health Blog).

Marketing to Women “Full Circle Award” Goes To Nathan Littauer Hospital’s Cheryl McGrattan at M2W-HC

Above: Susan Kiernan, VP of Development, Nathan Littauer Hospital looks on as Cheryl McGrattan, Director of Public Relations for Nathan Littauer Hospital receives the M2W®-HC™ Full Circle Award from Nan McCann, President of PME Enterprises and Co-Founder of M2W®-HC™

The 2010 ‘Full Circle Award’ was given to Nathan Littauer Hospital’s Director of Public Relations, Cheryl G. McGrattan, during the annual M2W^®-HC™- Marketing Pharma & HealthCare to Women Conference, November 16 & 17 at The Chicago Cultural Center. The award is annually presented to the participant who best incorporates what they learned into a successful marketing campaign. Cheryl McGrattan joins past winners from Harley-Davidson, Motorola and Ghirardelli Chocolate. Nathan Littauer Hospital is a community hospital located in Gloversville, NY. After attending the conference in 2009, Cheryl was asked to join the Conference’s Leadership Committee. She also was a speaker at the conference.

“M2W^®-HC™ is designed to help brands improve their sales and marketing to women who make 90% of all healthcare decisions in this country,” according to Nan McCann, M2W^®-HC™ producer. “Cheryl McGrattan and Nathan Littauer won for using what was learned at M2W^®-HC™ 2009 to grow the hospital’s brand. Integrating new social media capabilities into their traditional media plan was smart, cost-effective, and successful.”

“Simply put, I was inspired.” McGrattan explained, adding, “I left last year’s conference with two missions. First, I wanted to create relevant, empathetic and respectful communications to the women in our region. Second, I wanted to create an integrated social media platform for our hospital. Luckily the conference prepared me to reach both goals.” She explained, “After attending the preconference workshop, I launched a social media platform for the hospital which included, Facebook, Twitter, and YouTube channels. We quickly gained traction and earned the title of ‘the most connected hospital in our region’”. In the spring the hospital launched a microsite – unlike any in the state- called www.radiologyrevolution.com. And the hospital created a new position: a Social Networking Technician, who oversees this important initiative for the hospital.

“Our social media efforts have definitely had a positive effect.” Cheryl McGrattan notes, “For our hospital our social media channels are a valuable touch point. People from all over the country are on our sites. And our staff has really embraced this project.” Says McCann, “It takes organizational will to make these kinds of changes. Cheryl McGrattan got management approval to attend the conference. When she returned and told them about what she learned they listened, and allowed her to enhance the communications strategy with social media. That’s why this is a solid win for the entire Nathan Littauer organization. This is a team that works well together!”

M2W^®-HC™ is national event, annually attended by a wide variety of health care organizations such as: Novartis Pharmaceuticals Corp. Pfizer, Coyne PR, WebMD Corporation, Kraft Foods, Inc., Bayer Healthcare Pharmaceuticals, Paychex, Inc., Obstetrical and Gynecological Association, Methodist Healthcare, WomenK!nd LLC, WellSpring Pharmaceutical Corp., NBC Universal, The Clorox Company, NBC News & CBS News, Ogilvy CommonHealth Worldwide, Healthy Advice Networks, Hologic, Inc., e-Healthcare Solutions, Inc., March of Dimes, American Cancer Society and others.

“The talent at this conference center is staggering.” stated Cheryl McGrattan

For conference schedule and information: www.m2w-hc.com or 860.724.2649 x13. M2W^®-HC™ is produced by PME^® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

Nathan Littauer Hospital and Family of Health Services serves Fulton, Montgomery and Hamilton Counties in Upstate New York with a full-service 74-bed hospital, eight primary care centers, a nursing home and a community education center. The hospital was founded 119 years ago, has 950 employees and recently opened a new Emergency Care Center this fall. More information about the hospital can be found by visiting www.nlh.org.

Wanted: Senior Sales Executive

PME® Enterprises, producers of M2W®-HC™, is looking for a Senior Sales Executive to build content and generate sponsorships for our successful national marketing conferences. See www.pme-events.com for more info about our company. Position requires 5 -7 yrs experience, strong track record selling sponsorships, events and non-traditional media to national accounts. For consideration call Jim 860.724.2649 x12 TWTh betw. 10 – 11 a.m. ET

Medtronic Finds Success with Bladder Control Campaign Targeting Women

For women, bladder issues appear to becoming part of more mainstream conversations—thanks in part to campaigns from brands such as Poise (recently highlighted in our M2W®-HC™E-ssentials feature of “Campaigns We Love”) and now Medtronic.  In support of Bladder Health Awareness month, Medtronic is extending its national women’s health campaign, Facing Our Moments™ which is designed to encourage women with overactive bladder (OAB) to face their bladder control issues and “reclaim the important life moments that often are missed due to concerns about bladder control.”  This year’s campaign features a series of both fun and educational Girls’ Time Out events during the month of November where women have the opportunity to talk to a bladder health expert and meet other women who suffer from similar conditions. Girls’ Time Out events are being hosted by partner hospitals and clinics in more than 25 cities throughout the country.

The campaign is a partnership between Medtronic and women’s health advocacy groups Accidental Sisterhood Foundation and Women’s Health Foundation. As part of this partnership, Medtronic has provided grants to both foundations to support their activities in connection with this awareness campaign. “Overactive bladder can have a substantial impact on daily living, which often results in a woman’s sense of control and happiness being compromised,” said Cindy Kent, Vice President for Urology, Gastroenterology and Deep Brain Stimulation Therapies in Medtronic’s Neuromodulation business. “Medtronic has seen positive momentum through our awareness campaign, and we want to help more women understand their condition and what they can do to treat it.”

REGISTER NOW to hear about other successful healthcare campaigns during M2W®-HC™-The Marketing Pharma and Healthcare To Women Conference, November 16 & 17, 2010 at the Chicago Cultural Center.