Why Leadership is a Genderless Trait

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This article was originally published by MM&M on April 18th, 2019. View the original article here: https://www.mmm-online.com/home/opinion/hcbs-nancy-beesley-on-why-leadership-is-a-genderless-trait/ Leadership is a genderless trait. It requires brains, curiosity, courage and a keen sense of understanding of what is important. It doesn’t require a deep voice, a locker room or a secret handshake. Yet still we see men in the highest positions of power all around us. We need to do more as female leaders to take our place at the top. Look around you. In our industry, we find women everywhere. And many female leaders. But are we gaining enough of a foothold in the executive positions? In the C-Suite? Yes, better than the past. But we all know that ladder is hard …

Challenging Goliath – How Underdogs Stand A Fighting Chance

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This article was originally published by Eye For Pharma on March 24th, 2019. https://social.eyeforpharma.com/column/challenging-goliath-how-underdogs-stand-fighting-chance   Big Pharma is a formidable beast, but upstarts have a few cards up their sleeve We all love an underdog story. Who isn’t moved by the passion, grit, and determination that drives an outsider to overcome near-impossible odds? Rudy, Rocky, Million Dollar Baby, Miracle – Hollywood has captured our hearts while cashing in on this timeless trope. When it comes to the biopharmaceutical arena, however, we sometimes look down upon the upstart rather than embrace its potential. Smaller companies and products often face …

Digital is Hear. Are you Listening?

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An abridged version of this article appeared in the April issue of Healthcare Marketer’s Exchange http://hmexchange.com/archive/Foster_0419.pdf The healthcare industry and healthcare marketing have changed significantly in the last few years — greatly driven by digitally empowered patients, caregivers and healthcare professionals  engaging each other online in ever-increasing frequency and numbers. The industry is essentially trying to catch up with the consumer. With the U.S. healthcare and pharma industries expecting to spend close to $3B on just digital advertising by 2020*, manufacturers, hospitals and payors are clearly shifting significant resources and budgets to digital and social media programing. They’re investing in diverse types of programing too, including: channel and content development, paid media, influencer engagement programs, online customer support, workflow optimization and much more. If you’re spending on digital, …

An Arousing Insight Turned Anti-Tobacco Campaign

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There are entire awareness weeks dedicated to educating young people about the health hazards of tobacco. By now, you would hope any teen could tell you that smoking and dipping is bad for you. But are the common tactics, like warning about mouth and lung cancer, seen in today’s anti-tobacco campaigns the most relevant way to get students to say no to tobacco? Why do some teens still choose to participate in something they know can harm them? According to a 2018 report from the Centers for Disease Control and Prevention, nearly 6 of every 100 high school students said they had used smokeless tobacco (dip) …

Three Ways MedTech Can Personify & Embrace the Hero’s Journey

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A few months ago, I introduced my five-year-old daughter to one of my all-time favorite childhood movies: the great ’80s classic, the Neverending Story. To this day, each scene still captivates me like it’s my first time watching it. Even though it’s such a uniquely magical film, it’s incredibly formulaic – tightly following each step of the classic “Hero’s Journey.” Concepted by Joseph Campbell, the Hero’s Journey serves as the backbone of nearly every epic story or movie. It’s the blueprint for the ultimate human experience. As marketers, we should take careful note of …

HCB Health Appoints Amy Hansen as Executive Creative Director

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With award-winning healthcare experience, the creative veteran and former HCB Health creative director adds her unique vision and voice to the agency’s executive team. AUSTIN, Texas — April 4, 2019 — HCB Health, a leading independent U.S. healthcare advertising agency, announces Amy Hansen’s appointment as executive creative director, expanding her responsibilities and elevating her executive influence within the agency. Hansen previously held the position of creative director and remains …

HCB Health Appoints Nancy Beesley as President

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With more than 25 years of experience in healthcare strategy, advertising and marketing, veteran and HCB partner takes on new role to adapt to agency growth. AUSTIN, Texas – April 2, 2019 – HCB Health, a leading independent U.S. healthcare advertising agency, announces HCB Partner Nancy Beesley’s appointment as president, expanding her responsibilities and influence on the agency’s strategic and executive decisions. She previously held the position of chief marketing officer.   “From the founding of HCB, Nancy has worked tirelessly to pursue her vision for improved strategic communication in the healthcare space.” Said HCB Health CEO and Partner Kerry Hilton. “No one has done more for HCB than Nancy, and I’m proud to recognize her for her continued contributions to both this agency and this industry.”   With more than 25 years in healthcare and consumer advertising, Nancy has been involved in over 70 product launches and was selected …

SXSW 2019: Breaking Down and Building Up the Agency Structure

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It’s Monday morning, bright and early, and I’m sitting in my first session of the day. Nick Law, CCO of Publicis Groupe, takes the SXSW stage to, in his own words, “rant” about how advertising agencies need to evolve during this current age of innovation. Law starts his talk with a video of Steve Jobs discussing the leadership structure of Apple versus that of other technology companies at that time. Jobs explained that sales and marketing people have taken over decision-making positions in these companies and have …

SXSW 2019: Step Back, Think Bigger

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On the final day of the Health & MedTech track at SXSW, I was able to attend the first of a 3-session series centered around “Design for Health.”  At first glance, I thought the topic might be better suited for a true creative to attend. But once I dug into the description, the need to “think bigger” was clear. Working at an advertising agency, I’m conditioned to react to the word “design” with thoughts …

SXSW 2019: A Tale of Two Sessions

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While I’m a native Austinite, I’ve never officially been to SXSW. Sure, I live and work downtown, and therefore typically get caught in the hustle of increased traffic, daily parties, and free food. But I’ve never actually had a badge. So today, as I walked over to the Austin Convention Center for a series of sessions, I basically had no idea what I was doing. That became extremely clear very quickly.   I had big plans to attend Maria Shriver’s featured session—a panel about women and Alzheimer’s. I made sure to get online the day before the session to grab an SXXPress pass, reserving my spot at the front of the line. I arrived early and ended up being seated in …

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