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.   What are the biggest advantages of being an underdog or upstart company working to break into a space owned by goliaths? It comes back to the ability to not have as many parameters, rules or regulations. The boundaries are more open, you can be more entrepreneurial, more scrappy, you can get in and wrestle a little more …

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 …

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 be difficult for companies to choose and stick with their KPIs, which then defeats the purpose of even …

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 …

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 of your return on advertising investment. Jessica Dube, Senior Media Planner/Buyer   Analytics open the door to… …insights. Heather Anderson, Group Account Supervisor   Analytics open the door to… …uncover new ways to drive profit and promote …

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 …

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 …

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 …

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 our pro …

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 this. Here’s the simple formula: a hero lives in an ordinary world but is called to adventure. If she refuses the …

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