Five Listening Tips I Learned from My Hair Stylist

December 5, 2018Experience, Healthcare, Listening, Marketing

Highlights, lowlights, babylights, splashlights. Painting. Gloss. Ombre, sombre, balayage. As my stylist likes to say, when it comes to hair color, “There are a lot of ways to get to France.” Ok, I get it: I come to my stylist with a look — or an outcome — in mind. My stylist, equipped with a myriad of techniques and skillsets, has to figure out the best way to achieve the look. Or even harder, to diplomatically redirect my hair hopes and dreams when my platinum aspirations are in direct contrast to …

Six Tips for Improving Your Localization Strategy in a Global Market

November 15, 2018Experience, Industry, Innovation, Marketing, Technology

The digital revolution has expanded our customer markets from local programs to global proportions. We now have access to a much broader target that’s easily reached via social or mobile around the world. However, today’s marketers should not make the mistake of assuming that a “smaller world” means a smaller message. While targets can be reached more efficiently, we must still apply the same discipline of crafting the right story for the right audience. Take the time to consider each and every audience and what drives them to action and then begin that dialogue. Here are the basics to take your global strategy and make it applicable on a local level: 1. Understand the market through listening! …

Treating Patients and Judging Award Shows – Not so Different

October 26, 2018Experience, Healthcare, Industry

When I was at the Cannes Lions Health & Wellness International Festival of Creativity two summers ago, I attended a session aptly called “How to Win a Lion.” It was there that I realized that award show judges are a lot like doctors. According to a survey by Statista, doctors on average see about 20 patients a day. That’s thousands of patients a year, each with multiple symptoms, a unique medical history and their own set of concerns. Though they may have a common condition that they share with millions of others, each patient wants to be seen and treated as the …

Yes, My Degree in Bass Performance Really Does Apply to My Job in Advertising

September 21, 2018Culture, Experience, Listening, Marketing

And a one … and a two … and a one, two, three, go! I guess by now I shouldn’t be surprised at how many musicians there are in advertising — hell, I’m one of them. Everywhere I’ve worked, there have been guitarists, drummers, singers, pianists … and, perhaps most importantly, bassists. (Can you guess what I play?) My degree is in Popular Music Performance. It’s an unusual degree, I’ll grant you, and it never fails to come up in job interviews. So, after 11 years as a writer, I’ve had a lot of time to think about how experience in music relates to what goes on at an agency. And the more I think about it, the more I realize how apt that experience is. When my team presents new …

Driving Digital Deeper Into Our DNA at HCB … and for Our Clients

September 5, 2018Experience, Industry, Innovation, Marketing, Technology

Business is digital — and the healthcare space is no exception. Digitally empowered patients and customers are leading the way, emitting a digital data exhaust that begs to be harnessed. And with the availability of tools to make sense of it all (e.g., AI, social listening, software engineers, machine learning), coupled with the fact that manufacturers are increasingly steering their spend towards digital (albeit slowly), while hospitals are adapting more quickly, digital is finally moving from the margin to the middle. So, if business is digital, then digital needs to mean business. Given today’s realities, clients need a deeply skilled, digitally savvy partner and organization to help them not just keep pace, but fundamentally transform their …

“Yes, and !” What Improv Taught Me About Business

August 24, 2018Culture, Experience, Industry, Listening, Marketing

As with most extroverts, talking has always come easy to me. I love to discuss, debate, share and present. I’m in my element when I’m standing in front of a group of people and have always enjoyed performing. So when a friend asked me to sign up for improv classes at Second City in Chicago, it seemed like a no-brainer. Surely I would follow the likes of Tina Fey and be on my way to “Saturday Night Live” in no time! After all, I was good at talking and fancied myself to have a great sense of humor. In the following weeks I learned the basics. For starters, when you join a class, that class …