The Road to Expert: How to Become an Analytics Specialist

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Teachers often say it’s important to have a well-rounded education. Diversify your learning. You never know how the information you learn today will be applied in the future. Let’s be honest…teachers usually are right, but even my former math teachers would probably be shocked to learn that I work with numbers daily. I was never a math whiz, often sought extra help with algebra and geometry, and never dared to enroll in trigonometry. So, how did I stumble into an analytics job? I graduated with a double major in public relations and Spanish and then went on to get my master’s in public policy and administration. Math degree? Nope! Not even close. As a 24-year-old fresh out of grad school, I thought my career path would include nonprofit management, but life often takes twists and …

The Power of Why

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By nature, I’m a pretty curious person. I’ve never really been afraid of asking questions. To the annoyance of many at one time or another, I’m sure. Now, as a mom to two toddlers, I realize (daily) what it feels like to be on the other side. Did you know that preschool children ask an average of 100 questions a day? That’s a lot of questions. Like, a lot of questions. “Why are we holding hands?” “Why is the sky blue?” “Why do you …

The New Genetic Testing Frontier

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Many years ago, a smart man from my first agency where I began a significant portion of my healthcare marketing career talked about the frontier of personalized medicine. The idea of personalized medicines giving targeted therapies to “cure” patients was a main driver of my desire to build my entire career in healthcare marketing. While I knew full well that I started a pathway of my career working with big pharma, where friends at parties would challenge how I could work for corporate entities with so many ethical challenges, I still knew that my …

Transforming Digital: Domino’s Pizza?

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Last Friday, I was able to crash Modern Healthcare’s Healthcare Transformation Summit here in Austin. Our Chief Digital Officer Colin Foster sat on a panel with some outstanding industry peers to discuss healthcare’s digital transformation. The conversation hosted by David Chou was extremely interesting and insightful, but it’s the opening statement that I continue to think about. What company has transformed digital? The obvious answers come to mind: Amazon, Google, Facebook maybe? Sure, those companies have all changed the digital landscape in some way. But …

What Escher Taught Me About Analytics

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As an agency, HCB Health has been thinking — and writing — about analytics a lot lately. Even though it’s been a core competency at our agency for several years now, I admit I’ve struggled to fully wrap my arms and head around what it means and how to effectively use it. It has always felt Escher-like in its complexity and infinite possibilities. Where do you start? …

What Healthcare’s Changing Media Landscape and Battle for Revenue Mean to You

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At HCB Health, we take great pride in being the listening agency. Listening to our clients, consumers, and the broader marketplace helps us get perspective about where things are headed in our industry. And from what I’m seeing and hearing, there is a storm brewing in healthcare (HC) publishing. The storm is disruption, and it’s the same storm that’s been pounding consumer media for many years. The similarities …

Data and Analytics: Changing HCP Media

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We’ve heard a lot about disruption in the media world. All the disruption is the result of a proliferation of digital media tactics, big data and platforms. This disruption has mostly happened in the consumer media world, but over the last couple years, we’ve started to see major changes happening in the world of HCP media. Agencies and clients are finally starting to realize the benefit of using big data and digital platforms to achieve HCP marketing in a much more efficient and effective way. The disruption we are seeing is coming through two big changes: Utilizing targeting data …

Challenging Goliath: Media, an Interview With Dave Russell

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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 VP Media Strategy Dave Russell to talk through the age-old David vs. Goliath tale and how it relates to paid media within the medical advertising space. …

Build Your Bottom Line through Effective Listening, Tapping Emotion, & Strong Engagement

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This article was originally published by DTC Perspectives on April 30th, 2019. http://www.dtcperspectives.com/build-bottom-line-effective-listening-tapping-emotion-strong-engagement/ Health and wellness, pharmaceutical, and medical-device providers must navigate an ever-evolving and consistently complicated healthcare landscape. Agencies (and corporate marketers) serve a key role in helping their clients problem solve, understand their challenges, and identify critical success factors. How is this best accomplished? Through the power of thorough, intuitive and intentional listening, and strong engagement – with both the client and consumer. It’s critical to tap into that certain something that bridges the gap between what agencies (and corporate marketers) think they know and what a client (or brand manager) needs to understand. The reverse is equally true. What does the client (or brand manager) …

Staff Takes: How Will we Look at Analytics Differently in the Next Year?

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We asked a handful of people within the agency to think about the constantly changing world of analytics. From digital to creative and everywhere in between, analytical data touches nearly every sector of our business. We wanted to hear what our HCBers had to say about the future of the analytics space. See what some of our staff had to say about the subject below. How will we look at analytics differently in the next year? I think the lens through which we look at analytics is ever changing. Between this and the amount of data available, it can …

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