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 …

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 customer-centricity.  Kim Carpenter, Associate Partner & Managing Director, Health & Wellness Division   Analytics open …

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 …

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 …

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 …

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 …

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 call, she …

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 elevate and standardize our creative product with the HCB Creative Way,” says HCB Health CEO and Partner Kerry Hilton. “After three years of excellent performance, Amy has earned this promotion,” he adds. “I have watched her mentor many of the creatives in her department, …

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 …

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 …

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