HCB Health Increases Reach & Influence With Opening of New Jersey Office

November 18, 2019Culture, Experience, Healthcare, Industry, Innovation, Marketing, News

HCB Health Increases Reach & Influence With Opening of New Jersey Office HCB’s third office focused on serving large-scale pharma clients in the tri-state region; staff expected to grow to 25 in next year. PARSIPPANY, NJ, AUSTIN & CHICAGO; (November 13, 2019) – HCB Health, one of the country’s leading independent healthcare communications agencies, has opened a third office in Parsippany, New Jersey, to serve new and existing clients. The office will also draw local high-caliber talent and provide dedicated local resources to HCB’s new East …

Branding a Sound

November 13, 2019Culture, Experience

Branding a Sound Fuzz, overdrive, chorus, delay, reverb…the list goes on. You’ve definitely heard them. You probably recognize a few of these effects, but do you know what they look like or some of the creative branding that surrounds them? More specifically, I’m talking about guitar effects—particularly pedals. If you are involved in music in any capacity, then you’ve been around them. Maybe you were front row at a concert and took a peek at the shiny devices being stomped on and off during pivotal moments of your favorite songs. Perhaps you’re a musician and have a growing collection of these addicting tools …

Making DNA Analysis the Clinical SOP

August 19, 2019Experience, Healthcare, Innovation

When my BRCA test came back negative, that wasn’t the only reason I felt lucky. I felt lucky that I knew my family history for breast cancer. Without that awareness, the idea of genetic testing wouldn’t have occurred to me or my doctor. I felt lucky that the BRCA test was financially accessible. It wasn’t always. I had chosen to forgo the test in the past because it was cost-prohibitive and not covered by my insurance; I had other financial priorities and obligations that felt more important at the time. I felt lucky that my job had exposed me to the utility of genotyping. It prepared me to have a more …

Challenging Goliath: Creative, an Interview With Amy Hansen

June 13, 2019Culture, Experience, Industry, Marketing

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 SVP Executive Creative Director Amy Hansen 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? The ability to be agile and move fast and take risks in ways that can be more difficult for larger companies.   In the …

The Road to Expert: How to Become an Analytics Specialist

June 5, 2019Experience, Industry, Innovation, Marketing, Technology

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, …

The Power of Why

May 31, 2019Culture, Experience, Listening

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 have that funny …

The New Genetic Testing Frontier

May 28, 2019Experience, Healthcare, Industry, Innovation

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 …

Transforming Digital: Domino’s Pizza?

May 24, 2019Culture, Experience, Innovation, Marketing, Technology

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 …

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

May 16, 2019Experience, Industry, Innovation, Technology

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 I see are shocking. The outcomes will be very similar if the HC publishers do not make the necessary adjustments to weather the storm. Shift to digital spending only is increasing in speed and mass eMarketer tells us that B2B print spending growth has come almost to a standstill. Clients continue to increase spending in digital tactics and less in traditional trade print titles. We’ve had multiple clients pull completely …