Healthcare Marketers Say Few Ad Agencies Are Really Good Listeners

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New HCB Survey Finds Failure to Understand Client Needs Leads to Inferior Work, Cost Issues and Diminished Agency Value Healthcare advertising agencies need to sharpen their listening skills, according to a new survey of marketing executives commissioned by HCB Health. Respondents in four industry sectors — pharmaceuticals, medical devices, biotechnology and medtech — correlated good listening with the ability to understand and meet their business needs but said that only a small percentage of healthcare agencies listen really well. This failure can lead to misunderstandings that produce lower quality work, poor communication and a tarnished agency image. The blind survey, conducted by an outside …

Point-Of-Care Innovation: The Evolution of Medical Interactions

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Point-of-care interactions between patients and healthcare professionals are undergoing significant changes. Whether in the doctor’s office, hospital or pharmacy, new care models are being established that are designed to bring fundamental change to the doctor-patient relationship. At a time when new drug product innovation has slowed down considerably, digital technologies and behavioral shifts are seen as an efficient and effective way to create patient-centric improvements. Observing macro-trends in point-of-care destinations can reveal a lot about the potential for improved patient outcomes. That information is further enriched by listening. Listening to conversations can tell us a …

Marketers Be Aware: We Need to Start Listening Better

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Rewind to “Mad Men,” Season 3, Episode 9. Don Draper is confidently introducing a new campaign idea to hotelier Conrad Hilton, offering Americans the thrill of international travel along with all the comforts of home. How do you say ice water in Italian? Hilton. Fresh towels in Farsi? Hilton. Hamburger in Japanese? Hilton. Hilton — it’s the same in any language. It’s good, the hotel magnate says, but where’s the moon? “I wanted Hilton on the moon. I couldn’t have been clearer about it. You did not give me what I wanted. I’m deeply disappointed, Don. When I say I want the moon, I expect the moon.” Don is stunned. For all his talent at tapping into clients’ deepest emotional needs, …

Siri Speaks: A Conversation with the Human Behind the Voice of Siri

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We usually see Siri spelled in caps and lower case, as if she’s a real person with a very weird name, instead of an application on your phone. But SIRI is in fact an acronym for Speech Interpretation and Recognition Interface. If you require a more intimate relationship with the voice on your phone, take comfort knowing that Siri also means “beautiful woman who leads you to victory” in Norwegian. One of its inventors, a Norwegian named Dag Kittlaus, once considered Siri as a name for his daughter – hence the original name of the technology – but the acronym soon followed as a more officious moniker was deemed necessary. And if you want a sample of Siri’s wry sense of humor, ask her “What does Siri mean?” Here’s …

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