"Buy the Way…" Insights on Integrated Marketing Communication

As the overall worldwide population increases, and the older generations have longer life expectancies, the need for medical insurance will be something that is in demand at an increasing rate. Currently, with the ongoing public health epidemic, medical sectors are being bombarded with patients of all issues with an overwhelming cause from the COVID-19 (Corona Virus).

Public health departments pride themselves on the focus of improving the welfare of the community at large, serving as leaders of public sector, and building nonprofit organizations that provide health services and disseminate information about health and wellness. Public health administrators possess the expertise and insight necessary to manage the people, finances, and information that support public health programs and initiatives.

Healthcare Field as a Corporate Business

At large, medical insurance for public health is a business in itself. It is firmly administered with roots of business and management. Therefore, public health officials are tasked with the deeds to erect programs with the idea of them being a business venture, i.e.: financial planning, acquisitions, alignments, dispositions, mergers, partnerships, and methods of that sort, while still keeping an attention to detail focus on the overall performance of innovation, the distribution of those items (product marketing), negotiations, and of course the satisfaction of customer service.

Nonetheless, these dire situations such as what we are experiencing now, is still causing even the largest of public health organizations to have shrinking budgets, and public health administrators are having to take on more work with less staff, making this healthcare position one of substantial importance to an organization’s continued operations.

With a bizarre twist of turns in the world, COVID-19 (Corona Virus) has quickly become an emerging disease, and with this unique and unknown illness, there is more to learn about its transmission, severity, and how it will take shape in the United States and across the world. Oddly enough, thus far the best cure for this is to implement the Centers for Disease Control and Prevention (CDC)’s “Stay at Home” measures and wearing masks when going outdoors for essential purchases and needs.

Attribution of Law and Governance in Healthcare

National health care reform legislation’s have further changed the way public health organizations are operating and receiving funding, which adds an additional layer of complexity to an already-complex system at hand.

The current reforms, Health Act of 2007 and the Health and Social Care Act of 2008, greatly reflect a significant shift in dominant political discourse from an earlier concern with patient and public involvement towards a more exclusive focus on consumer choice and economic regulation, with collective voice and citizen participation at best playing a subordinate role in the government’s National Health Service (NHS) modernization agenda. While there is some potential for increased responsiveness in the new arrangements, the overall effect is likely to be a weakening of the foundations of democratic decision making in the governance of healthcare.

The attainment of reflexive governance in the public interest is dependent on the current conditions, capacities of patients, and the public, to contribute to debate and deliberation in decision making. This includes fundamental policy questions such as how services are provided and by whom, what the sustainability rate is, and how most importantly for public health, what the ease of access is to these services in a time when COVID-19 (Corona Virus) has the number of health officials outnumbered with the excessive amount of patient intakes.

The Use of Technology for Public Health During Wartime and Epidemic Crisis

Public health and war have long been close companions, and maybe strange bedfellows. Military officials and civilian leaders called on health professionals and volunteers to help mobilize and protect military forces and civilian populations during health epidemics and global or regional crisis’. Healthcare officials, in turn, viewed war as an opportunity to test and implement their theories, as an opportunity to use newly discovered knowledge and recent technology inventions as test. The synergistic relationship between health professionals and the military, especially flourished during the most massive conflict of all: World War II. In the era of total war, the mobilization of science and technology on behalf of the war effort famously bore in the development of antibiotics, radar, and the atomic bomb. The war also invigorated and shaped a variety of technological approaches to public health – the development of chemical pesticides and other disease vectors, along the expansion of electronic communication networks for public health surveillance, for the production of public health systemically aimed at mass audiences of military personnel and civilians.

In order to keep sufficient track of the number of cases for COVID-19, the State of Utah has created and launched an app that allows them to tally the numbers of people who have caught the Corona Virus. Utah has contracted with mobile app developer Twenty to launch Healthy Together, which will track residents’ movements and, if they become ill, help public health workers trace where they crossed paths with other users. “Once you have this app downloaded onto your mobile device, it tracks where you go. If someone has the Corona Virus, it can go back and see who you have bumped into.” Governor Gary Herbert said of this new piece of technology.

            With hopes for a quick global recovery in both health and, business and economy, stay at home and stay safe!

References

Health Care Administration Edu. (2020, April 1^st). Public Health Administration. Retrieved April 21^st, 2020, from https://www.healthcareadministrationedu.org/public-health-administration/

History of Medicine. (2011). Public Health and War. U.S. National Library of Medicine, Volume 1 (Issue 1), pp. 1–22. Retrieved from https://www.nlm.nih.gov/hmd/digicolls/phfgtw/essay.html

IBIS World. (2020, March 20^th). Health & Medical Insurance Industry in the U.S. – Market Research Report. Retrieved April 20^th, 2020, from https://www.ibisworld.com/united-states/market-research-reports/health-medical-insurance-industry/

Means, S. P., & Alberty, E. (2020, April 22^nd). Utah Launches an App to Track People — and Help Trace Their Contacts if They Get COVID-19. The Salt Lake Tribune. Retrieved from https://www.sltrib.com/news/2020/04/22/utah-launches-an-app/

Professor Bobby Borg (MCM, 2019) and Professor Freddy Nager meet up to talk all things networking. Yes, folks, we will be back at it one day I’m sure!

Get work, make money, and form powerful alliances with these 7 networking tips. Time: Just 15:04. Recorded at USC Annenberg Studio 1.

Bobby Borg: “Breaking down music, business, and marketing basics so they stick.”  

Bobby Borg (Borg’s Blog)

Subscribe for more at www.youtube.com/bobbyborg

Online dating apps like Tinder, Grindr, Bumble and Hinge are pioneering a new dating world. As if dating wasn’t ambiguous enough…

As Americans find themselves confined by the restrictions of a pandemic, dating apps have experienced new levels of participation. The question is, though, how are these couples managing to take things to the next level (grab drinks or dinner, get your minds out of the gutter) when they are confined to their home?

Well, I’m glad you asked. Happy hours and coffee dates are out, and Zoom and FaceTime are in. Helllooooooo 2020.

Dates companies are especially encouraging these behaviors. For example, OkCupid released the above infographic based on users’ profiles. Hinge launched a “Date From Home” menu that gives users the option to join each other for a digital date.

I love that dating apps are offering singles (well, hopefully singles) an opportunity to still enjoy human connection in a safe way. However, I wonder what the lasting impact of this new trend will have. When daily lives return to normal, hopefully sooner and not later, will Americans face any difficulty returning to live dating?

Not only has this pandemic changed the way Americans are dating, but people are finding creative ways to engage in sexual activities, too. There has been a reported increase in sex gadgets that couples can enjoy together from a distance, virtual strip clubs are apparently a new phenomenon, and people are even attending Zoom sex parties.

Hey, whatever floats your boat. I must say, I’m impressed by the creativity that we’ve seen come forward in the midst of COVID-19. And in all seriousness, I encourage everyone to do what the can to safely maintain human connection and interaction. Self-isolation and these stay at home orders can be really lonely and detrimental to our mental health. Stay safe out there everyone.

And remember… ONCE SOMETHING IS ON THE INTERNET, IT IS THERE FOREVER. Be smart, and don’t post anything you wouldn’t want Dr. Muthuswamy to see!!! Lol

https://www.adweek.com/brand-marketing/seeing-a-spike-in-activity-dating-apps-respond-to-pandemic-with-digital-date-ideas/

https://www.vox.com/the-goods/2020/4/3/21198794/coronavirus-video-dating-tinder-hinge-grindr

https://www.technologyreview.com/2020/03/26/950282/coronavirus-online-dating-sex/

When I received an email from my colleague in Italy, I was afraid to open it. Not that the virus would spread through cyberspace, but I was afraid to hear any bad news. As I read through it and prepared myself to see the word “infected”, instead I saw a different message. He said “we’re always looking forward to holidays so we can spend time with our families, perhaps take advantage of this harsh time and revisit the family value you have put aside while focusing on work.”

This took me back to my childhood when typhoon was frequent in the summer in Asia. When typhoon hit, power got cut off everything was pitch black. Back then, there was no internet. The only available entertainment was to either sleep or to sit around the table and talk. Sometimes we would light candles so we could play cards. Did I enjoy those times? At the time, I didn’t because I couldn’t watch TV.

When disasters happen, they either separate the families or unite the families. Since a month ago, we’ve been forced to stay home due to the pandemic. Were you frustrated with your kids this morning because they were destroying the house? Were you upset that your spouse added an additional burden to you by asking you “what’s for lunch? What’s for dinner?” And even your dog was asking for attention from you!

Psychology Today posted an article written by Saul Levine M.D. in 2017 about how tragedies would bring people together (Levine, 2017). In the article, Levine (2017) stated that human is naturally empathetic when disasters aroused. Levine’s point of view was that because of natural instinct, we would help each other out and by helping each other, we stick together. And because we are families, we stick together.

This is what is going to happen if you don’t enjoy the moment with your families now:

Enjoy while you can!

Source:

https://www.psychologytoday.com/us/blog/our-emotional-footprint/201709/do-we-humans-need-tragedies-bring-us-together

Influencers have greatly changed the way we consume and the way brands reach out to connect with consumers. The boom of social media celebrities began about 5 years ago and has completely taken control of the way brands market to consumers now.

However, what happens when influencing goes wrong? Amid the pandemic, influencers are facing harsh criticism and backlash for flaunting the wealth that followers once loved and idolized these influencers for the last few years.

A perfect example is social media influencer, Arielle Charnas of Something Navy.

Charnas used her platform to open up about her experience with Covid-19. She told her followers that she had begun to be worried because she was experiencing symptoms of Covid-19 and that she had been denied a test because she didn’t meet all the symptoms. So far, we feel bad for her right? She’s like the rest of us who can’t get our hands on tests even when we feel sick.

Wrong. Charnas went further to document how she called a doctor friend and was administered a test that said she tested positive for Covid-19. Backlash quickly followed about flaunting her wealth when people who truly needed it and met all the symptoms still couldn’t get tested. Then it got worse. Charnas returned to her penthouse suite and created social media content of unboxing a Louis Vuitton bag, bubble baths with her children (while she’s sick), and creating Tik Tok videos with her husband, who later claimed he was sick too.

A few days later, Charnas defended her right to see a doctor and get tested. She also assured her followers that she was taking every precaution with her two daughters and the nanny. Then, it continues to get worse.

Charnas revealed through Instagram that she moved her family to the Hamptons, during a time that the CDC has said do not travel unless essential.

Charnas came under more fire as people began to doubt that she had Covid-19 in the first place and that she was selfishly thinking about herself. She was accused of endangering the community and all the people she interacted with while making the move from NYC to the Hamptons.

At first, Charnas was defiant and her husband mocked the people who were furious- which added fuel to the fire. However, her followers and people who caught on to the story began demanding the removal of her from brand sponsorships. Even her collaboration with retail giant, Nordstrom, came under fire; Nordstrom actually responded to say that their contract ended in 2019 and that there were no ‘foreseeable future plans’ with the influencer. The New York Post caught onto the story and dubbed her “covidiot.”

Shortly after the multiple media posts and overwhelming criticism, Charnas took to Instagram stories to post a tearful reply. She said, “”I just wanted to come on here and say I’m sorry. I never in a million years wanted to hurt anyone and we’re not bad people. I’m sorry for anyone that I’ve offended or hurt over the last couples of weeks, we’re just trying to navigate through this difficult time.”

I think that she was probably caught up in the influencing/social media aspect of it all, but she should have been aware of her actions after the first wave of criticism when they faulted her for flaunting her wealth. Moving to the Hamptons and sheltering there is the definition of flaunting wealth because not a lot of people can do that, especially at a time where people are struggling to pay their rent and mortgage. However, I don’t think she’s fully to blame because as a society, we created the need to see the high life of these social media bloggers.

What do you guys think?

Sources:

https://www.vanityfair.com/style/2020/04/influencers-coronavirus-arielle-charnas-escape-new-york

https://www.nbcnews.com/news/us-news/influencer-arielle-charnas-faces-renewed-backlash-retreating-hamptons-after-covid-n1176066

https://www.buzzfeednews.com/article/stephaniemcneal/arielle-charnas-coronavirus-instagram-controversy

https://www.voguebusiness.com/companies/influencers-currency-has-increased-during-covid-19-crisis-marketing

https://www.businessoffashion.com/articles/professional/the-billionaire-who-backed-michael-kors-is-investing-in-influencer-arielle-charnas

Investigating the sexual complexity of the Producer/Artist relationship.

Recorded at USC Annenberg. Time: 12:58.

Featuring Bobby Borg (MCM 2019) with USC’s Dr Daniella Baroffio

Play the video Here: https://youtu.be/_wGV2v5a67w

Subscribe to Borg’s Blog for Weekly Videos: www.youtube.com/bobbyborg 

After a month of a stay at home guidelines from the Center for Disease Control and mandates in 43 states, our sense of community and our economy have taken a huge hit. Balancing the eager need for the shutdown to end with the dire need to keep Americans safe, administrations are scrambling for ways to get their message across to their constituents through press briefings and PSAs to heed the stay home and social distancing orders to slow the spread of COVID-19. 

Ohio’s state health department launched an impressive ad campaign that uses fear tactics to get its point across. The ad’s simplicity uses a clever visual of a carpet of mousetraps with ping pong balls abutting each other that turns into a chain-reaction of flips and bursts triggered by one single ball. Coupled with strong rhythmic drum beats that resembles a nervous heartbeat, this visual makes a strong case for the explosive nature of the spread of COVID-19. The next scene depicts the alternative — mouse traps set across the room with much more space between them that allows the one ball to bounce through without causing chaos. A simple line closes the ad, “A little space makes us all safer—together.”

The ad’s succinct message is something that nightmares are made of yet it bluntly aligns with real life. A sobering finding  by the CDC that a community outbreak in Chicago with 16 cases and resulted in 3 deaths was due to one single introduction of the virus. This cluster was spread through a funeral and a birthday party. 

Ultimately, among the ads across the country that range from appeals to emotion and even humor, the Ohio ad stands out with the strongest visualization that hits the mark. 

Having experienced a death in the family (non-COVID19 related), a family member’s hospitalization, and my own birthday during the last three months that have been shadowed by the coronavirus, I can personally understand the pain of not being able to be close to family and friends. I am as eager as anyone for this crisis to end but I would rather not risk a series of explosions of this virus around me. The message from the Ohio ad is loud and clear –  we really do need to stay apart for the sake of everyone’s safety.

Greetings!

Reflection (thought or consideration) during these past few weeks has helped me wrap my mind around final papers and presentations. I wake up at 5 a.m. and I go outside and I gaze into a palm tree and next thing you know, I’m thinking of how to organize my headings to our final paper and then I analyze my performance and ask myself if I’m doing enough to help my team.

When you google the word reflection, the word has many positive associations including critical thinking, or reflective thinking towards positive outcomes. Now, you can reflect while having coffee, going for a walk or simply sitting in a chair in the balcony of your apartment. The point is that you can envision the theory and your minds starts giving you choices, problem solving.

According to Behesti (2018) self-reflection and being honest with yourself every morning will improve our decision-making capabilities, help the way we communicate, and you will be more successful learning new material. This process can perhaps enhance your leadership qualities thus making you a person that can be counted on to produce desired results.

I think the key is being able to spend some time to yourself, cup of coffee and phone next to you to record any new insights (don’t forget). Ground yourself with gratitude, and then go for a walk for 30 minutes. Come back to your computer and you will notice you have a purpose and perhaps you finally understand SPSS in CMGT 540 or can finally complete the pieces to the puzzle for CMGT 502. Yes, you studied in these classes, but it was not until you were reflecting on the material that you felt you had your mind wrapped around it, right?

Now I also hear that going to sleep on it helps your mind go through a process called sleep consolidation and this means that while you’re sleeping, your mind is absorbing (memory) the material (Walker & Stickgold, 2004). But that’s a different topic for another day.

Don’t forget to get your thoughts in order (self-reflect) in the morning and make sure that you do get the proper sleep. In between, perhaps now you have a purpose for everything that you put your mind to.

Thank you for your time, always a pleasure!

Gabe Orozco

https://www.forbes.com/sites/nazbeheshti/2018/09/28/how-a-daily-self-reflection-practice-improves-leadership-performance/#de752c15aad8

Walker, M. P., & Stickgold, R. (2004). Sleep-dependent learning and memory consolidation. Neuron, 44(1), 121-133.

In about three months total time, COVID-19 has changed the world. It has changed how we interact, it has changed how we think about being prepared, and many businesses are now starting to use this “change” to appeal to the emotional sense of their customers. 

Take into account SoFi. SoFi is a millennial bank. It is an online institution for bank accounts, lending, student loans, and financial planning. SoFi recently came out with a new television commercial to highlight their “promise”. With their target audience represented in what looks to be videos shot while social distancing, SoFi appeals to more of their target audience by demonstrating appropriate behaviors (social distancing), while highlight that “The world is changing. Our promise isn’t. SoFi is here to help you. Get your Money Right.” 

SoFi follows Miller’s (2017) Storybrand framework by using characters, the millennial consumer, while highlight the problem, COVID-19 changing our world. Even though they don’t specifically mention COVID-19 it is obvious they are appealing to the implications that the virus has had on our world. They meet guides in the face of consumers who are showing how SoFi helped them with their finances and helped them create peace. It continues to follow the framework through the rest of the spot, highlighting how SoFi can help them through this new world. 

SoFi isn’t the first company to release COVID-19 inspired commercials. Even Wyoming’s Tourism has created ad spots highlight the new change, and the impact of COVID-19. Many business are appealing to the emotions of scared consumers in an uneasy and changing world to market their product. 

The question is, is it too soon? Will consumers feel authentically supported, or will they see through the facade of the business? Should companies be trying to benefit off of marketing the current situation due to the pandemic? Is it ethical to appeal to the fear of the consumer in a once in a lifetime event to market your business? 

I found myself rolling my eyes as I watched the SoFi commercial, seeing them as a vulture ready to pounce on the opportunity to use fear to sell. There are many companies who have done a lot of good during the pandemic, but appealing to the crazy, socially distant time right now doesn’t seem like an authentic approach that will create any brand loyalty from me.

Check out the SoFi commercial and let me know what you think.

In the midst of COVID-19, as people struggle with feelings of isolation and loneliness, fashion designers around the world are uniting efforts to create medical supplies for medical workers.

Designers who have participated in these efforts include Christian Siriano, Brandon Maxwell, Balenciaga, Yves Saint Laurent, Gucci, Christian Dior, and more. With retail stores closed and fashion shows postponed indefinitely, the creation of these supplies has allowed designers to keep their employees on staff. These fashion house employees have been manufacturing and distributing medical masks, gowns, and other equipment in an effort to support the health heroes who are combating this virus.

The fashion industry is not alone, though, in their philanthropic efforts. During this pandemic, we have witnessed generosity and helpfulness from many different retailers, too. Brands like Allbirds, Crocs and Clove have been donating shoes to healthcare workers. Allbirds donated half a million dollars worth of merchandise, and they have now reworked their model to offer shoppers a buy-one-give-one option.

Hertz Car Rental has initiated a program in New York City that offers free rental cars to healthcare workers who need assistance getting to and from work. This program deliberately targeted New York City, as it has been one of the hardest hit areas and New Yorkers frequently depend on public transportation.

In other good news, Walmart has vowed to waive April’s rent for over 10,000 businesses that operate within Walmart stores. These businesses include food vendors, optometry offices, hair salons, nail salons, banks and more. This news comes shortly after Walmart had announced $550 million in bonuses for hourly workers.

There are plenty of negative stories to be shared, too. Businesses taking advantage of employees, retailers selling medical supplies instead of donating them, etc. However, there is plenty of bad news circulating already. Sometimes, it’s important to highlight the feel-good stories and uplift a nation when they’re down.

Sources

• https://www.cnn.com/style/article/fashion-industry-masks-protective-equipment-covid-19/index.html
• https://www.insider.com/allbirds-shoes-for-healthcare-workers
• https://www.wsj.com/articles/hertz-to-offer-free-rental-vehicles-to-help-health-care-workers-11585137602
• https://www.fastcompany.com/90482577/walmart-is-waiving-april-rent-costs-for-hair-salons-eye-doctors-and-other-in-store-businesses