Challenging Goliath: Digital, an Interview With Colin Foster

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Recently, Francesco Lucarelli teamed up with eyeforpharma to write about being an underdog in our industry. The piece sparked conversation amongst the agency regarding how underdogs can fight goliaths in specific areas like digital, media and creative. We sat down with Chief Digital Officer Colin Foster to talk through the age-old David vs. Goliath tale and how it relates to digital innovations within the medical advertising space.   What are the biggest advantages of being an underdog or upstart company working to …

Staff Takes: Analytics Open the Door to…

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We asked a handful of people within the agency to think about analytics as it related to their specific job function. Because we live in a world of readily available data, analytics and measurement touch nearly every sector of our business. From digital to creative and everywhere in between, analytics play a significant role in the work we produce as an agency. See what some of our staff had to say about the subject below.   ANALYTICS OPEN THE DOOR TO…   Analytics open the door to… …a deeper understanding …

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 to climb. After 25 years in our business, I’ve learned a …

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 the Herculean challenge of going up against the super-power, mega-sized pharma companies. Smaller budgets, operational teams, and fewer sales reps are viewed as insurmountable odds. Some of us over the years have been programmed …

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 …

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) in the last 30 days. As an agency, we agreed that there’s more work to be done to highlight the dangers of tobacco, but through a more focused lens. That’s why we dedicated …

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 …

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 a senior vice president of the company.   “Amy’s appointment is part of my vision to …

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 …

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 pushed out the “product people” from upper level roles and conversations. In a way, this results in leadership that cannot discern between a good or bad product—just a profitable or unprofitable one. It is possible to make money as a company with no innovation, but how could you keep up with a changing landscape if you …

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