Kerry Hilton, HC&B HEALTHCARE COMMUNICATIONS

Kerry Hilton

PRESIDENT AND CEO | HC&B HEALTHCARE COMMUNICATIONS

It used to be that sacrificing one's own health was not an option. So now new responsibility has emerged for marketers. A new heightened need to educate is here. What are the benefits of sticking to your regimen? What are the dangers of stopping? How can you prioritize your lifestyle to put healthcare first? This dialogue can best be facilitated via the Web with accountability diaries that reward compliance or provide discounts. It's our responsibility to educate and encourage with new kinds of innovative communications.

Kerry Hilton

A much more stringent review of online messaging is most likely coming. Various rules will apply for display ads, rich media ads, banners, etc., depending on the real estate they occupy. I personally would like to see the industry step forward and lead this discussion with recommended guidelines now. This proactive approach will define the future rather than have it defined for us. Why not partner with Google? Let's merge together the future of online health with online health marketing.