Why Your Health Marketing Campaigns Are Failing

AMINA EISA | January 10, 2022 | 83 views

It is no doubt that the disappointment of a failed launch or campaign is one that is costly, especially in the healthcare industry. However, becoming acquainted with the possible flaws in your marketing strategy is the first way to remedy the situation and achieve your business goals.

With the new rise of post-pandemic integration of businesses into online systems, consumers have become more selective than ever when it comes to the brands they are willing to buy from and support. Healthcare businesses are re-orienting into greater awareness about their online presence and visibility.

 No Marketing Strategy

The first mistake one could make is having no marketing strategy to begin with. Some healthcare businesses think that they can DIY their online content marketing strategy. I’m here to tell you that could not be farther from the truth. Putting strategy on the back burner is the equivalent of flushing money down the drain.

Having a custom marketing strategy that takes your readers through a journey on your website ending in your desired conversion is essential for success online. The same content strategy is one that needs to be implemented effectively across all your social media platforms, and used to hit your target audience at multiple touch points.

No Target Consumer

Generalising information and attempting to create content for everyone is the second most common mistake. A lack of targeted action is bound to decrease the effectiveness of your marketing campaigns. One of the most essential parts of establishing a content strategy that increases your revenue, is specifying your target group. For a brand that sells health enhancing supplements, this could be 50-70 year old African American men and women who want to live longer and healthier.

The next step after identifying your target consumer, is to create an avatar profile that includes all details about your customer’s age, gender, marital status, income, residence, their daily struggles and needs and many more. Personalising the service and products you provide, and tailoring them in this way is going to get you more engagement and clicks, which will convert into red hot leads.

Inconsistent Branding

The third most common marketing mistake you may be making is lack of consistency with branding. This one is important because your reputation as a health business is vital to your success in the industry. Logos are meant to have stories behind them that constitute the mission that brought about the creation of your brand.

But it’s not just logos, every piece of content on your website needs to be created with your strategic business objectives and aims in mind. You need to question if your brand promise aligns fully with your values and the level of service you are providing to your consumer. How is your brand contributing to their lives in unique ways? Is your brand easily recognisable to your target consumers?

Ignoring Credibility

It comes as a surprise that most health brands often neglect this strong aspect of marketing their business. If your services are not fully supported with a backbone of credible subject matter experts who are well known in their communities, your brand will not be recognised as an authority in your field, adding to the growing mistrust that consumers already feel.

One way you can improve this is to reach out to the influencers your target consumer already follows and knows, and involve them as part of your outreach. This will increase brand awareness and lead to more sales and more trust.

Another factor to never underestimate, is the power of positive reviews. Consumers trust each other more than they trust you, so enabling them to have conversations involving your service or products, including the ability to give a rating, is the optimum for increasing engagement, building trust and brand loyalty.

Lack of Healthcare Specific Approach

This is where you can assess your website to see if the content there is appealing to your patients or customers. Is it accessible and simple to understand for the average person, or is it full of medical jargon and complicated, dense information?

Many businesses forget that the core purpose of the healthcare industry as a whole, is still ‘care’. So are you caring and catering to your consumers by providing not just any information, but the information that they are specifically looking for? Are you answering their questions and tending to their concerns in a way that they understand and comprehend? Are you enabling them and empowering them to make informed decisions about their health?

These are all aspects that help build a long-lasting relationship with your customer in which they consistently turn to your services and products, because you have made your marketing strategy centered around them. You have made it easy for them to get the help they need.

By regularly providing content that is useful and full of value, search engines will begin to automatically direct more traffic to your website.

Lack of Relevant Metrics

Regularly assessing and improving on the efficiency of your marketing initiatives, is what will propel your business into new heights.

In the words of H. James Harrington, “measurement is the first step that leads to control and eventually to improvement”. You need to identify the metrics that directly correlate with your business objectives, and start actively examining them against your marketing campaign aims.

This will enable you to identify what messaging works on your consumers, leading to better outcomes for your campaigns.

The Bottom Line

Tweaking just one detail in your marketing strategy could be the key to multiplied revenue for your business. This is why it is important to work with experts in order to make sure you are aligned with your highest potential, enabling you to invest your time into the other aspects of your business that need it. If you would like to continue the conversation about how health content marketing could help your brand, feel free to reach out to me.

Spotlight

Seton Medical Center

Seton Medical Center has been serving the health care needs of San Francisco and northern San Mateo County since its founding as Mary’s Help Hospital in 1893. Today, Seton Medical Center and its sister facility Seton Coastside continue the tradition of patient-centric, quality health care to our entire community. Recognized for its stroke treatment, cardio-vascular excellence, including STEMI certification, Seton offers a comprehensive range of medical specialties on both an inpatient and outpatient basis, as well as emergency and urgent care services...

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FUTURE OF HEALTHCARE

Role of AI and ML in the Healthcare Industry

Article | January 8, 2021

Alexa, Are You There? If Siri, Alexa, Google Now, or Cortana are your friends, you do not need any special introduction for today’s topic! This is because these digital assistants have become part and parcel of our lives; from completing our minimal tasks to helping us solve our problems, they make our day-to-day life simpler and more manageable. Popularly called AI, Artificial Intelligence is the simulation of human intelligence processes by machines. Similarly, Machine Learning, also called ML, is the capability of a machine to imitate intelligent human behavior. Digital Assistants-cum-Doctor Assistants The unpredictable pandemic years, which took thousands of lives, depict the rise of complexities in the healthcare industry. To deal with such cases in the future tactfully, the healthcare segment needs to be proactive and implement advanced technologies to detect, resolve, and prevent untimely death. Modern technologies such as Artificial Intelligence and Machine Learning help the medical fraternity perform tasks usually done by humans quickly and accurately, saving much time that can be utilized elsewhere. Let’s take a quick tour of how AI and ML can boost the healthcare industry: Artificial Intelligence can broadly scan patient databases or consult patients via a chatbot or online support system to understand their symptoms, send data to doctors, and get real-time diagnoses and prescribed medicines. Machine Learning, a subset of AI, can replace traditional processes with a supervised one, as in, a patient can be treated based on similar symptoms and treatment of other patients. The process requires a quick scanning of the database, which can be time-consuming if done by human effort. Taking technology by storm, patients suffering from neurological disorders can be treated via Brain-Computer Interfaces (BCI) backed by AI. With the help of this technology, normal bodily functions, such as the ability to move, speak or react, can be restored. It can also assist doctors in treating patients with strokes, locked-in syndrome, etc.The healthcare segment is revolutionizing, as sensitive operations such as heart surgery are being performed with robotic precision and control with AI-based algorithms. For this purpose, precision machine learning processes are being used to train robots and improve accuracy. AI can also help in digital pathology. Instead of placing separate slides or tissue blocks and observing them manually, pathologists can do it via AI, which can help analyze digital slides using image analysis and machine learning. Toward an AI-friendly Life! If you never forget to wear a smartwatch, track daily steps, get water intake notifications, eat mindfully, and consistently monitor pulse rates, then you are already AI-friendly! You have successfully incorporated AI into your life and taken the first step towards a healthy life!

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FUTURE OF HEALTHCARE

What are the Key Types of Healthcare Supply Chain Management Solutions?

Article | October 25, 2021

Introduction Within the last two years, the healthcare industry saw an influx in patient care as COVID-19 swept through communities across the globe. The widespread shortage of patient care tools, personal protective equipment (PPE), and medical technology amid the pandemic led to an exponential rise in health expenditures and demand for essential supplies. In response to the medical demand-supply imbalance, the governments of numerous countries increased their medical care expenditures to counter the challenges of patient care equipment shortages. For instance, according to the National Healthcare Expenditure Data, federal government spending on healthcare and medical care grew by 36% in 2020 and is estimated to reach US$ 6.2 trillion by 2028 in the U.S. Despite the rise in medical budget allocations, medical facilities are still facing difficulties obtaining enough supplies with the growing prevalence of numerous chronic, infectious, and hereditary diseases. As a result, organizations are focusing on deploying innovative solutions, such as healthcare supply chain management software, to keep track of inventory, procurement, logistics, and others and strengthen their supply chain. Healthcare Supply Chain Management Solutions: Key Types Healthcare systems, hospitals, and other patient care sites require a broad array of supplies to perform diagnosis and treatment, from masks and gloves to catheters and implants. Inadequate supplies coupled with inflation is making supply chain management a crucial but complex component in providing optimal patient care across the healthcare industry. This has shed more light on the role of supply chain management in saving lives. Effective supply chains help various regulatory agencies, including medical goods manufacturers and insurance companies, deliver essential supplies, resources, technologies, and other patient care goods to healthcare establishments. Supply chain management solutions are thus garnering massive traction among healthcare organizations for simplifying and automating manual supply chain and logistics operations. Let’s have a look at the types of supply chain management software that assist healthcare organizations to optimize their supply chain processes: Inventory Management Software Efficient medical inventory management is critical for the running of healthcare organizations. The software provides real-time inventory tracking, assisting organizations in closely monitoring inventory changes, avoiding shortages of both low-value and high-use patient care items, decreasing the wait time for access to medical supplies, and reducing the chances of late delivery. Order Management Software It is crucial for healthcare establishments to have an estimate of the demand and supply of goods to prevent shortages. Order management software enables these organizations to coordinate supply chain demand planning and forecasting. It also assists in streamlining warehouse operations, resulting in faster and more accurate order placement. Sourcing and Procurement Software By tapping into the power of sourcing and procurement solutions, healthcare organizations can develop robust sourcing processes and automate, streamline, and optimize their entire procurement processes. The software also assists establishments in improving their supply inventory levels, identifying the best supplier, and reducing their overall purchasing cost. Shipping and Tracking Software Shipping and tracking software assist in the planning and execution of the physical movement of goods. These solutions are primarily used by medical equipment manufacturers and suppliers during the delivery or relocation of patient care goods. The integration of these solutions enables organizations to track and manage numerous batches of goods in transit. The Bottom Line Growing competition, healthcare regulations, shipping costs, and increased logistics requirements from medical institutions have complicated the supply chain management processes. As a result, life-science companies are investing in cutting-edge supply chain management solutions to reduce numerous errors, improve logistics, and eliminate unnecessary costs spent to fix them. Thus, several companies are now emphasizing the incorporation of cutting-edge technologies, including artificial intelligence and data analytics, into healthcare supply chain management software to reap benefits such as process automation, streamlined inventory, reduced waste, improved decision-making, and lower labor, supply, and operational costs.

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FUTURE OF HEALTHCARE

Can Medical Providers Recommend E-cigarettes for Smoking Cessation?

Article | February 19, 2022

Smoking has a lot of consequences to one’s health. It can lead to cancer, heart disease, and chronic obstructive pulmonary disease—all of which are chronic diseases. This is part of the reason why the Health and Human Services agency reports that 70% of adult smokers want to quit. As a medical provider, adults looking to stop smoking will come to you for advice and treatment. One alternative smoking product you might want to recommend is an e-cigarette, given their prevalence in recent years. In this article, let’s take a deeper look at whether e-cigarettes’ should be recommended for smoking cessation and what other treatment options to endorse to patients. Are e-cigarettes approved for smoking cessation? Electronic cigarettes, more commonly known as e-cigarettes, are devices that vaporize nicotine-based liquid to be inhaled by its user. It almost replicates the experience of smoking a cigarette due to the device’s shape and the vapor it produces. However, the FDA has yet to approve e-cigarettes for smoking cessation because there is currently limited research on their effectiveness, benefits, and risks for the human body. Additionally, scientists at the University of California found harmful metals in the vapor from tank-style e-cigarettes. These e-cigarettes are equipped with high-power batteries and atomizers to store more liquid. These result in high concentrations of metals like iron, lead, and nickel in the vapor. Exposure to and inhaling metallic particles may impair lung function and cause chronic respiratory diseases. As such, medical providers should not recommend e-cigarettes for smoking cessation. What can medical providers recommend for smoking cessation? Smoking cessation medication Presently, two FDA-approved prescription medicines for smoking cessation are Bupropion and Varenicline. Bupropion is an antidepressant that decreases tobacco cravings and withdrawal symptoms. It does this by increasing the brain chemicals dopamine and noradrenaline. This comes in a pill and can be used alongside other smoking cessation aids. Varenicline also reduces cravings and nicotine withdrawal symptoms. It blocks nicotine receptors in the brain, decreasing the amount of enjoyment one gets from smoking. One thing to note about this is that it will take several days for Varenicline's effects to take place. Therefore, it's best to prescribe these pills 1-2 weeks before the patient quits smoking. Like Bupropion, Varenicline may be used simultaneously with other quit-smoking products. Nicotine Replacement Therapy Nicotine replacement therapy (NRT) is a treatment involving nicotine consumption at gradually decreasing levels. This reduces the patient’s desire to smoke without them having to quit cold turkey. NRT involves using nicotine alternatives that don’t produce smoke, such as nicotine pouches and nicotine gum. Nicotine pouches are oral products containing ingredients like nicotine, flavoring, and plant-based fibers. These are placed between the lip and gum, where nicotine is absorbed into the bloodstream. Different variations have different strengths. On! pouches come in different strengths: 2mg, 4mg, and 8mg. Patients may start from 8mg variants and gradually decrease this dosage as their NRT progresses. Pouches also come in a wide range of flavors—including citrus, mint, and berry—to entice users. Meanwhile, nicotine gum is chewing gum that contains nicotine. It is chewed a few times before being parked between the gums and cheek for nicotine absorption. The nicotine gums by Lucy are a significantly better alternative for tobacco users. Like pouches, this gum comes in several flavors, such as cinnamon, mango, and wintergreen, and different strengths ranging from 2mg to 6mg. Counseling The recommendations mentioned above—medication and NRT—are more effective when coupled with counseling. A Primary Care Respiratory Medicine study revealed that successful smoking cessation is best attained through pharmacological treatment and counseling. Sessions typically involve a patient meeting with a counselor and they discuss their smoking habits, possible causes, and how to mitigate them. Medical providers should include counseling in addition to medication and NRT. E-cigarettes have yet to be approved by the FDA as smoking cessation aids. For now, medical providers should provide medication, NRT, and counseling to patients who want to quit smoking.

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HEALTH TECHNOLOGY

Top 5 Ways for Strengthening Healthcare Supply Chain

Article | September 28, 2022

Introduction Healthcare supply chains are highly regulated, high-margin domains with stringent quality criteria, such as the demand for cold-chain storage and shipping. In addition, due to a lack of adequate understanding of the complicated rules governing healthcare products and services, medical aid providers are encountering inefficiencies while outsourcing capabilities to logistics service providers (LSPs). In today's value-based care paradigm, healthcare leaders are tasked with improving patient outcomes while decreasing costs. With surging globalization, the growing cross-border nature of several medical products, and rising complexities in healthcare logistics, the need for building a robust supply chain is rapidly increasing across the healthcare industry. Key Ways to Enhance Healthcare Supply Chain A resilient supply chain plays a vital role in managing supplies, procuring resources, and shipping medical goods, among others, which assists in improving patient outcomes, enhancing service efficiency, and declining costs. Healthcare organizations are aiming to strengthen their supply chain to enjoy these benefits such as increased reimbursement, improved quality control, reduced inventory and overhead costs, and better collaboration with suppliers. Here are some of the key ways to assist medical aid providers in building a strong healthcare supply chain Develop effective inventory management Manufacturers frequently encounter difficulties with timely inventory movement through their supply chains. Revenue is lost, and profit margins are harmed when products expire because they are not used adequately. This is why it is crucial to effectively manage the inventory process. Hence, healthcare executives should deploy a high-quality equipment management system and increase collaboration between organizations, suppliers, and manufacturers to assist them in controlling inventory levels and effective inventory management. Use technology and analytics to make operations run smoother When it comes to supply chain management automation, the healthcare sector continues to lag behind other sectors. This is true for both the enterprise resource planning (ERP) functions and data analytics use for making decisions about forecasting and product choice. Healthcare executives should make use of efficient technologies, such as solid analytics, in order to successfully improve a supply chain. Implementing data analytics and automation tools can assist in making healthcare supply chain management more efficient and effortless. Widen and strengthen the supplier base One of the most effective ways to build a robust healthcare supply chain is by increasing the number of suppliers and enhancing supplier base management. Manufacturers and purchasers should abandon using single-or limited-source supply chains for raw materials and finished goods. This will assist healthcare companies in expanding their network of raw material suppliers and helps in careful consideration of which suppliers to use for procuring which resources. Improve order accuracy and order cycle times to lower costs Healthcare providers sometimes encounter a large number of errors during the ordering process. When incorrect products are ordered, the facilities face losses in revenue and are sometimes unable to deliver specific services due to the unavailability of products they need. Errors in placing orders can also result in medication errors. This can lead to a decrease in patient outcomes and negatively impact the company’s revenue growth. To reduce the frequency of errors, these providers should deploy a computerized provider entry system. This will help improve order accuracy, increase supply chain efficiencies, and shorten turnaround times in healthcare ordering processes. Consistently track and calibrate performance Regardless of the size of the healthcare facility, it is of great importance for medical aid providers to carefully track and calibrate their performance frequently or on a specified timeline. This enables clinically integrated supply chains in healthcare to use key performance indicators (KPIs) to compare outcomes in terms of cost and quality and make decisions about products. What’s Next? The rising integration of novel disruptive technologies such as data analytics, the internet of things, artificial intelligence, and blockchain into healthcare supply chain management software is facilitating smooth operations, transparency, growth, and security across the life-science industry. With a growing need for enhancing supply chains, healthcare providers are focusing on deploying advanced supply chain management solutions, such as healthcare logistics software, to strengthen their supply chains. As the trend continues to grow, the sales of healthcare supply chain management software and services are anticipated to rise from the US$2.2 billion registered in 2020 to US$3.3 billion by 2025.

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Spotlight

Seton Medical Center

Seton Medical Center has been serving the health care needs of San Francisco and northern San Mateo County since its founding as Mary’s Help Hospital in 1893. Today, Seton Medical Center and its sister facility Seton Coastside continue the tradition of patient-centric, quality health care to our entire community. Recognized for its stroke treatment, cardio-vascular excellence, including STEMI certification, Seton offers a comprehensive range of medical specialties on both an inpatient and outpatient basis, as well as emergency and urgent care services...

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HEALTHTECH SECURITY, FUTURE OF HEALTHCARE

Magellan Healthcare Teams with Kyo to Improve Autism Outcomes

Magellan Health | December 07, 2022

Magellan Healthcare, Inc., the behavioral health division of Magellan Health, Inc., announced the launch of a first-to-market, value-based collaboration with Kyo Autism Therapy, LLC, a California-based Applied Behavior Analysis provider, to drive meaningful and objectively measurable outcomes for children with autism spectrum disorder. Magellan and Kyo will develop, build and test a value-based model for treatment planning and delivery to continuously improve care for children with ASD and help the families who care for them. Findings will be used to establish evidence-based practices and drive outcomes-based programs across the ABA industry. Magellan manages ABA services through Magellan Autism Connections®, a first-to-market and one-of-a-kind solution that offers individualized care planning to optimize treatment and services. Enhanced care coordination ensures goals are met, with services that include intensive support to caregivers. Magellan Autism Connections® includes a fully vetted and credentialed provider network, of which Kyo is a member, the members of which share the company’s mission to deliver evidence-based ASD treatment that drives positive outcomes. When surveyed, 93% of Magellan Autism Connections® members’ caregivers say service providers work well with them and their child and caregivers have learned how to use ABA techniques to help their child. In addition, 80% of commercial Magellan Autism Connections® members make excellent progress at a cost 40% below the national average, and 75% of Medicaid members make excellent progress at a cost 62% below the national average. “At Magellan, we have deep clinical expertise in ABA that includes strong collaborations with well-respected providers such as Kyo. Together with Kyo’s individualized and customized approach to ABA therapy, we can jointly improve the quality of life for children with autism and their families.” Yagnesh Vadgama, BCBA, vice president, clinical care services for autism, Magellan Healthcare "ABA services have struggled to transition from a fee-for-service to a value-based model," said Colin Davitian, CEO of Kyo. "Our collaboration with Magellan will help change the paradigm and make ABA treatment more individualized and outcomes-driven.” About Magellan Health Magellan Health, Inc. a is a leader in managing the fastest growing, most complex areas of health, including special populations, and other specialty areas of healthcare. Magellan supports innovative ways of accessing better health through technology, while remaining focused on the critical personal relationships that are necessary to achieve a healthy, vibrant life. Magellan's customers include health plans and other managed care organizations, employers, labor unions, various military and governmental agencies and third-party administrators. About Magellan Healthcare Magellan Healthcare, Inc., the healthcare business unit of Magellan Health, Inc., offers solutions for complex conditions in the areas of behavioral health and medical specialty treatment. Magellan Healthcare and its subsidiaries serve commercial health plans, employers, state and local governments, and the Federal government, including the Department of Defense. About Kyo Kyo Autism Therapy, LLC is a leader in behavior therapy for individuals with autism. With its staff of highly-educated, expertly trained professionals, Kyo works to advance the lives of individuals and families with autism and other special needs through compassionate, evidence-based treatment. Since being founded in 2005, Kyo has expanded from its San Francisco base to serve families across California and the U.S.

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FUTURE OF HEALTHCARE, DIGITAL HEALTHCARE

BioNJ Hosts Its Inaugural Health Equity in Clinical Trials MBA Business Plan Case Competition

BioNJ | December 07, 2022

BioNJ, New Jersey's life sciences trade association, hosted an Inaugural Health Equity in Clinical Trials MBA Business Plan Case Competition on Saturday, December 3, at Rutgers Business School. BioNJ's Business Plan Case Competition, which is part of a broader BioNJ strategic initiative of Health Equity in Clinical Trials, was designed to promote the next generation of diverse clinical trial innovators and identify innovative approaches and successful models that can be used nationally to strengthen diversity in clinical trials and expand health equity. BioNJ believes that health equity in clinical trials is critical to deepening the understanding of the safety and efficacy of medicines in under-represented populations, expanding access to medical innovation for these populations and increasing dialogue and trust among the biopharma industry, communities and healthcare systems. By discovering new approaches, utilizing new technologies and developing new business standards to make trials more accessible, we can work to create more agile, efficient and Patient-centered medical research. Eight teams, competing for more than $20,000 in prize money, were tasked with developing a business plan defining a new solution, application or technology to help address this important and challenging problem. Teams identified one particular type of health disparity on which to frame their proposed solutions and connected with community-based organizations to better understand the real-world barriers that exist for their chosen populations to engage in clinical trials. The disease areas on which the respective teams focused included Alzheimer's, heart failure, multiple sclerosis, diabetes type 1 and type 2, colorectal and cervical cancers, and oncology. "There is an urgent need to bring more diversity to clinical trials in order to better serve Patients and their communities…thereby helping to address health inequities. Only by improving diversity in clinical trials will we be able to deepen our understanding of the safety and efficacy of medicines for all populations. I am extremely proud of our teams. Each of the business plans offered a unique out-of-the-box solution – helping advance our ambition to have no Patient left behind." Amadou Diarra, Ph.D., Senior Vice President, Global Policy, Advocacy & Government Affairs for Bristol Myers Squibb; BioNJ Board Member and Chair of the BioNJ Health Equity in Clinical Trials Initiative Live pitch presentations were made throughout the day to a Panel of Judges comprised of industry experts Naikia Atkinson, Director, U.S. Clinical Trials Diversity and Inclusion, Sanofi Schylr Greggs, Director, Technology Operations, Medidata Sharon Hanlon, Head, Clinical Trial Engagement & Enrollment, Bristol Myers Squibb Maribel Hernandez, Vice President, Clinical Operations & Special Projects, PTC Therapeutics Jack Rosenberg, Manager, Investments and Business Development, TrialSpark Del Smith, Co-Founder & CEO, Acclinate Lolita Smith, Program Manager, Rare Disease Diversity Coalition, Black Women's Health Imperative Matt Walz, CEO, TrialBee "Although ultimately three winning teams were presented with cash prizes, each team has made a difference for Patients by offering new solutions and technologies to better serve Patients, build community trust and address gaps in health care delivery," said Paul Howard, Ph.D., BioNJ Business Case Competition Steering Committee Chair and Senior Director, Public Policy for Amicus Therapeutics. "This is just the start as we work to share these proposals more broadly." A white paper with all of the presentations will be published in April and rolled out during BioNJ's acclaimed BioPartnering Conference – which brings together more than 500 industry professionals from around the globe. The three winning teams will present their plans during the April 18 BioPartnering Conference and all of the students are invited to attend to meet the community. About BioNJ BioNJ is the life sciences trade association for New Jersey, representing close to 400 research-based life sciences organizations and stakeholders across the healthcare ecosystem from the largest biopharmaceutical companies to early stage start-ups for nearly 30 years. Because Patients Can't Wait®, BioNJ is dedicated to ensuring a vibrant ecosystem where Science is Supported, Companies are Created, Drugs are Developed and Patients Have Access to Lifesaving Medicines.

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FUTURE OF HEALTHCARE,DIGITAL HEALTHCARE

MindMaze and Vibra Healthcare Partner to Deliver Advanced Digital Medicine and Neurorehabilitation Solutions for Patients from Clinic-to-Home

Vibra Healthcare | December 08, 2022

MindMaze, a global pioneer in the development of AI-driven neurotechnology, and Vibra Healthcare, a leader in post-acute hospital patient care, are excited to announce a partnership to deploy MindMaze’s digital health technology platform in-clinic and at-home for patients within select Vibra hospitals in Kentucky and California as a first step. MindMaze’s digital neurotherapeutic solutions are designed to help patients regain function through digitally-enabled assessments as well as behavioral training of holistic motor, cognitive and cardiovascular systems following Stroke/TBI, SCI, Parkinsons Disease and other neurological indications. This innovative partnership will enable clinicians to provide patients in the clinic and at home with interventions at dosage and intensity levels that are orders of magnitude higher than the current standard of care. MindMaze delivers novel software-based interventions and assessments for neurological diseases, as well as capabilities that monitor and measure patient function during the long-term management of chronic disease. The partnership will facilitate a large-scale roll-out of MindMaze solutions to improve care across in-patient, post-acute, community sub-acute and home-based care environments. The goal is to deliver a substantial increase in training and treatment for Vibra’s patients, as well as to offer seamless and coordinated transitions in care as patients are treated within the Vibra Healthcare System which operates and manages over 90 specialty hospitals as well as transitional care units/facilities in 19 states. The need for solutions that deliver superior outcomes—as well as those that support patients during the lifetime of their chronic condition—has never been greater. Nearly 100 million Americans are afflicted by a neurological disease, as reported in the Annals of Neurology, resulting more often than not in costly disability that can worsen over time. Nearly 50% of the total health burden in the United States is due to morbidity and disability. Consolidated studies have demonstrated that high dose, high intensity training can improve outcomes in traditionally hard-to-treat neurological indications. MindMaze believes that multimodal technology is fundamental to address the growing challenges faced by clinicians, patients and caregivers alike. “MindMaze is committed to redefining neuro recovery across the continuum of care through the development evidence-driven solutions for patients with serious neurological conditions. We are focused on providing clinicians with powerful, digitally-enabled, cutting-edge tools, while also empowering patients and their families with easy-to-use, engaging and accessible solutions. In Vibra we have found a world-class partner with both the commitment and true capability to deliver a step-change in brain health as well as meaningful improvements in patient outcomes.” Tej Tadi, Founder, Chairman & CEO of MindMaze “Vibra is committed to delivering the best possible care for our patients and the best value for our customers,” said Brad Hollinger, Founder, Chairman and CEO of Vibra Healthcare. “Our facilities have consistently ranked among the top-rated hospitals and rehabilitation facilities in the country, and we are always looking for ways to improve upon our incredibly high standards. We strongly believe that innovative technology in AI is the pioneering path forward to dramatically improve patient outcomes in the most cost-effective way. MindMaze has impressed our team not just with the power of their technological capabilities, but also with their experience in deploying real-world care pathways for patients with Stroke and other neurological conditions in countries around the world.” About MindMaze Founded in 2012, MindMaze is a global leader in brain technology and digital neurotherapeutic solutions for brain health and recovery. With a presence in over 15 countries, its mission is to accelerate the brain’s ability to recover, learn and adapt. The company has two core divisions – Healthcare and Labs – working collaboratively at the intersection of neuroscience, bio-sensing, engineering, mixed reality and artificial intelligence. MindMaze Healthcare is advancing a universal platform for brain health with breakthrough solutions to some of the world’s most challenging problems in neurology, including stroke, Parkinson’s disease and Alzheimer’s disease. MindMaze Labs, the company’s R&D innovation hub, is focused on the future of human computing – working across multiple industries to innovate and build the next generation of human-machine interfaces. The company has offices in Lausanne, Baltimore, London, Paris and Mumbai. About the Vibra Healthcare Vibra Healthcare, LLC is a post-acute care provider based in Mechanicsburg, PA that is focused on the development, acquisition, and operation of freestanding specialty care hospitals, medical rehabilitation hospitals, and outpatient physical rehabilitation centers. Teams of highly trained specialists lead clinical programs at Vibra’s specialty hospitals for rehabilitating patients who suffer from strokes, multiple traumas, major orthopedic, neurologic, cardiac, and respiratory conditions. Vibra and its affiliates currently employ over 10,000 employees and own, operate, and manage over 90 specialty hospitals, transitional care units/facilities, and hospital-based outpatient physical therapy locations in 19 states.

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HEALTHTECH SECURITY, FUTURE OF HEALTHCARE

Magellan Healthcare Teams with Kyo to Improve Autism Outcomes

Magellan Health | December 07, 2022

Magellan Healthcare, Inc., the behavioral health division of Magellan Health, Inc., announced the launch of a first-to-market, value-based collaboration with Kyo Autism Therapy, LLC, a California-based Applied Behavior Analysis provider, to drive meaningful and objectively measurable outcomes for children with autism spectrum disorder. Magellan and Kyo will develop, build and test a value-based model for treatment planning and delivery to continuously improve care for children with ASD and help the families who care for them. Findings will be used to establish evidence-based practices and drive outcomes-based programs across the ABA industry. Magellan manages ABA services through Magellan Autism Connections®, a first-to-market and one-of-a-kind solution that offers individualized care planning to optimize treatment and services. Enhanced care coordination ensures goals are met, with services that include intensive support to caregivers. Magellan Autism Connections® includes a fully vetted and credentialed provider network, of which Kyo is a member, the members of which share the company’s mission to deliver evidence-based ASD treatment that drives positive outcomes. When surveyed, 93% of Magellan Autism Connections® members’ caregivers say service providers work well with them and their child and caregivers have learned how to use ABA techniques to help their child. In addition, 80% of commercial Magellan Autism Connections® members make excellent progress at a cost 40% below the national average, and 75% of Medicaid members make excellent progress at a cost 62% below the national average. “At Magellan, we have deep clinical expertise in ABA that includes strong collaborations with well-respected providers such as Kyo. Together with Kyo’s individualized and customized approach to ABA therapy, we can jointly improve the quality of life for children with autism and their families.” Yagnesh Vadgama, BCBA, vice president, clinical care services for autism, Magellan Healthcare "ABA services have struggled to transition from a fee-for-service to a value-based model," said Colin Davitian, CEO of Kyo. "Our collaboration with Magellan will help change the paradigm and make ABA treatment more individualized and outcomes-driven.” About Magellan Health Magellan Health, Inc. a is a leader in managing the fastest growing, most complex areas of health, including special populations, and other specialty areas of healthcare. Magellan supports innovative ways of accessing better health through technology, while remaining focused on the critical personal relationships that are necessary to achieve a healthy, vibrant life. Magellan's customers include health plans and other managed care organizations, employers, labor unions, various military and governmental agencies and third-party administrators. About Magellan Healthcare Magellan Healthcare, Inc., the healthcare business unit of Magellan Health, Inc., offers solutions for complex conditions in the areas of behavioral health and medical specialty treatment. Magellan Healthcare and its subsidiaries serve commercial health plans, employers, state and local governments, and the Federal government, including the Department of Defense. About Kyo Kyo Autism Therapy, LLC is a leader in behavior therapy for individuals with autism. With its staff of highly-educated, expertly trained professionals, Kyo works to advance the lives of individuals and families with autism and other special needs through compassionate, evidence-based treatment. Since being founded in 2005, Kyo has expanded from its San Francisco base to serve families across California and the U.S.

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FUTURE OF HEALTHCARE, DIGITAL HEALTHCARE

BioNJ Hosts Its Inaugural Health Equity in Clinical Trials MBA Business Plan Case Competition

BioNJ | December 07, 2022

BioNJ, New Jersey's life sciences trade association, hosted an Inaugural Health Equity in Clinical Trials MBA Business Plan Case Competition on Saturday, December 3, at Rutgers Business School. BioNJ's Business Plan Case Competition, which is part of a broader BioNJ strategic initiative of Health Equity in Clinical Trials, was designed to promote the next generation of diverse clinical trial innovators and identify innovative approaches and successful models that can be used nationally to strengthen diversity in clinical trials and expand health equity. BioNJ believes that health equity in clinical trials is critical to deepening the understanding of the safety and efficacy of medicines in under-represented populations, expanding access to medical innovation for these populations and increasing dialogue and trust among the biopharma industry, communities and healthcare systems. By discovering new approaches, utilizing new technologies and developing new business standards to make trials more accessible, we can work to create more agile, efficient and Patient-centered medical research. Eight teams, competing for more than $20,000 in prize money, were tasked with developing a business plan defining a new solution, application or technology to help address this important and challenging problem. Teams identified one particular type of health disparity on which to frame their proposed solutions and connected with community-based organizations to better understand the real-world barriers that exist for their chosen populations to engage in clinical trials. The disease areas on which the respective teams focused included Alzheimer's, heart failure, multiple sclerosis, diabetes type 1 and type 2, colorectal and cervical cancers, and oncology. "There is an urgent need to bring more diversity to clinical trials in order to better serve Patients and their communities…thereby helping to address health inequities. Only by improving diversity in clinical trials will we be able to deepen our understanding of the safety and efficacy of medicines for all populations. I am extremely proud of our teams. Each of the business plans offered a unique out-of-the-box solution – helping advance our ambition to have no Patient left behind." Amadou Diarra, Ph.D., Senior Vice President, Global Policy, Advocacy & Government Affairs for Bristol Myers Squibb; BioNJ Board Member and Chair of the BioNJ Health Equity in Clinical Trials Initiative Live pitch presentations were made throughout the day to a Panel of Judges comprised of industry experts Naikia Atkinson, Director, U.S. Clinical Trials Diversity and Inclusion, Sanofi Schylr Greggs, Director, Technology Operations, Medidata Sharon Hanlon, Head, Clinical Trial Engagement & Enrollment, Bristol Myers Squibb Maribel Hernandez, Vice President, Clinical Operations & Special Projects, PTC Therapeutics Jack Rosenberg, Manager, Investments and Business Development, TrialSpark Del Smith, Co-Founder & CEO, Acclinate Lolita Smith, Program Manager, Rare Disease Diversity Coalition, Black Women's Health Imperative Matt Walz, CEO, TrialBee "Although ultimately three winning teams were presented with cash prizes, each team has made a difference for Patients by offering new solutions and technologies to better serve Patients, build community trust and address gaps in health care delivery," said Paul Howard, Ph.D., BioNJ Business Case Competition Steering Committee Chair and Senior Director, Public Policy for Amicus Therapeutics. "This is just the start as we work to share these proposals more broadly." A white paper with all of the presentations will be published in April and rolled out during BioNJ's acclaimed BioPartnering Conference – which brings together more than 500 industry professionals from around the globe. The three winning teams will present their plans during the April 18 BioPartnering Conference and all of the students are invited to attend to meet the community. About BioNJ BioNJ is the life sciences trade association for New Jersey, representing close to 400 research-based life sciences organizations and stakeholders across the healthcare ecosystem from the largest biopharmaceutical companies to early stage start-ups for nearly 30 years. Because Patients Can't Wait®, BioNJ is dedicated to ensuring a vibrant ecosystem where Science is Supported, Companies are Created, Drugs are Developed and Patients Have Access to Lifesaving Medicines.

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FUTURE OF HEALTHCARE,DIGITAL HEALTHCARE

MindMaze and Vibra Healthcare Partner to Deliver Advanced Digital Medicine and Neurorehabilitation Solutions for Patients from Clinic-to-Home

Vibra Healthcare | December 08, 2022

MindMaze, a global pioneer in the development of AI-driven neurotechnology, and Vibra Healthcare, a leader in post-acute hospital patient care, are excited to announce a partnership to deploy MindMaze’s digital health technology platform in-clinic and at-home for patients within select Vibra hospitals in Kentucky and California as a first step. MindMaze’s digital neurotherapeutic solutions are designed to help patients regain function through digitally-enabled assessments as well as behavioral training of holistic motor, cognitive and cardiovascular systems following Stroke/TBI, SCI, Parkinsons Disease and other neurological indications. This innovative partnership will enable clinicians to provide patients in the clinic and at home with interventions at dosage and intensity levels that are orders of magnitude higher than the current standard of care. MindMaze delivers novel software-based interventions and assessments for neurological diseases, as well as capabilities that monitor and measure patient function during the long-term management of chronic disease. The partnership will facilitate a large-scale roll-out of MindMaze solutions to improve care across in-patient, post-acute, community sub-acute and home-based care environments. The goal is to deliver a substantial increase in training and treatment for Vibra’s patients, as well as to offer seamless and coordinated transitions in care as patients are treated within the Vibra Healthcare System which operates and manages over 90 specialty hospitals as well as transitional care units/facilities in 19 states. The need for solutions that deliver superior outcomes—as well as those that support patients during the lifetime of their chronic condition—has never been greater. Nearly 100 million Americans are afflicted by a neurological disease, as reported in the Annals of Neurology, resulting more often than not in costly disability that can worsen over time. Nearly 50% of the total health burden in the United States is due to morbidity and disability. Consolidated studies have demonstrated that high dose, high intensity training can improve outcomes in traditionally hard-to-treat neurological indications. MindMaze believes that multimodal technology is fundamental to address the growing challenges faced by clinicians, patients and caregivers alike. “MindMaze is committed to redefining neuro recovery across the continuum of care through the development evidence-driven solutions for patients with serious neurological conditions. We are focused on providing clinicians with powerful, digitally-enabled, cutting-edge tools, while also empowering patients and their families with easy-to-use, engaging and accessible solutions. In Vibra we have found a world-class partner with both the commitment and true capability to deliver a step-change in brain health as well as meaningful improvements in patient outcomes.” Tej Tadi, Founder, Chairman & CEO of MindMaze “Vibra is committed to delivering the best possible care for our patients and the best value for our customers,” said Brad Hollinger, Founder, Chairman and CEO of Vibra Healthcare. “Our facilities have consistently ranked among the top-rated hospitals and rehabilitation facilities in the country, and we are always looking for ways to improve upon our incredibly high standards. We strongly believe that innovative technology in AI is the pioneering path forward to dramatically improve patient outcomes in the most cost-effective way. MindMaze has impressed our team not just with the power of their technological capabilities, but also with their experience in deploying real-world care pathways for patients with Stroke and other neurological conditions in countries around the world.” About MindMaze Founded in 2012, MindMaze is a global leader in brain technology and digital neurotherapeutic solutions for brain health and recovery. With a presence in over 15 countries, its mission is to accelerate the brain’s ability to recover, learn and adapt. The company has two core divisions – Healthcare and Labs – working collaboratively at the intersection of neuroscience, bio-sensing, engineering, mixed reality and artificial intelligence. MindMaze Healthcare is advancing a universal platform for brain health with breakthrough solutions to some of the world’s most challenging problems in neurology, including stroke, Parkinson’s disease and Alzheimer’s disease. MindMaze Labs, the company’s R&D innovation hub, is focused on the future of human computing – working across multiple industries to innovate and build the next generation of human-machine interfaces. The company has offices in Lausanne, Baltimore, London, Paris and Mumbai. About the Vibra Healthcare Vibra Healthcare, LLC is a post-acute care provider based in Mechanicsburg, PA that is focused on the development, acquisition, and operation of freestanding specialty care hospitals, medical rehabilitation hospitals, and outpatient physical rehabilitation centers. Teams of highly trained specialists lead clinical programs at Vibra’s specialty hospitals for rehabilitating patients who suffer from strokes, multiple traumas, major orthopedic, neurologic, cardiac, and respiratory conditions. Vibra and its affiliates currently employ over 10,000 employees and own, operate, and manage over 90 specialty hospitals, transitional care units/facilities, and hospital-based outpatient physical therapy locations in 19 states.

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