What Does It Mean to Be the Listening Agency?

June 29, 2018Culture, Healthcare, Industry, Listening, Marketing

A few years ago, I began doing executive coaching as a new discipline for the agency, after a few C-level clients asked me to work with some of their senior staff members to improve their leadership and communication skills. “Me?” I thought, “Why me?” But then I thought about the common theme that almost every former client had shared about working with me and the team at HCB Health — that we were good listeners. Since then, I have worked with many different folks from a wide range of pharma and device companies who have all needed my support in different areas of development. Some were CEOs, and some were middle managers seeking to rise up the ranks. What separated the ones I knew would be successful from the ones I wondered about? Not …

Listen Globally, Act Locally

June 15, 2018Culture, Experience, Healthcare, Industry, Listening, Marketing

There is a paradox at play in the world of global marketing. We live in an age where the expectation is that messages can be shared instantaneously across the boundaries of time, language and location. We are more connected than we have ever been, yet we still are not a unified world. What motivates us, what inspires us and what drives a brand to succeed …

Healthcare Marketers Say Few Ad Agencies Are Really Good Listeners

May 18, 2018Culture, Experience, Healthcare, Industry, Listening, Marketing

New HCB Survey Finds Failure to Understand Client Needs Leads to Inferior Work, Cost Issues and Diminished Agency Value Healthcare advertising agencies need to sharpen their listening skills, according to a new survey of marketing executives commissioned by HCB Health. Respondents in four industry sectors — pharmaceuticals, medical devices, biotechnology and medtech — correlated good listening with the ability to understand and meet their business needs but said that only a small percentage of healthcare agencies listen really well. This failure can lead to misunderstandings that produce lower quality work, poor communication and a tarnished agency image. The blind survey, conducted by an outside research agency, asked 50 medical marketers how they define listening and how well they think their U.S. ad agencies listen in three categories: to them personally, to target customers …

Point-Of-Care Innovation: The Evolution of Medical Interactions

May 2, 2018Healthcare, Industry, Innovation, Technology

Point-of-care interactions between patients and healthcare professionals are undergoing significant changes. Whether in the doctor’s office, hospital or pharmacy, new care models are being established that are designed to bring fundamental change to the doctor-patient relationship. At a time when new drug product innovation has slowed down considerably, digital technologies and behavioral shifts are seen as an efficient and effective way to create patient-centric improvements. Observing macro-trends in point-of-care destinations can reveal a lot about the potential for improved patient outcomes. …