Challenging Goliath – How Underdogs Stand A Fighting Chance

April 12, 2019Experience, Healthcare, Industry, Marketing

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 near-impossible odds? Rudy, Rocky, Million Dollar Baby, Miracle – Hollywood has captured our hearts while cashing in on this timeless trope. When it comes to the biopharmaceutical arena, however, we sometimes …

Digital is Hear. Are you Listening?

April 12, 2019Healthcare, Industry, Listening, Technology

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 …

An Arousing Insight Turned Anti-Tobacco Campaign

April 8, 2019Experience, Healthcare, Marketing

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 …

Three Ways MedTech Can Personify & Embrace the Hero’s Journey

April 4, 2019Experience, Healthcare, Industry, Marketing

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 …

HCB Health Appoints Amy Hansen as Executive Creative Director

April 4, 2019Healthcare, Industry, News

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. …

SXSW 2019: Step Back, Think Bigger

March 13, 2019Culture, Healthcare, Industry, Innovation, Listening

On the final day of the Health & MedTech track at SXSW, I was able to attend the first of a 3-session series centered around “Design for Health.”  At first glance, I thought the topic might be better suited for a true creative to attend. But once I dug into the description, the need to “think bigger” was clear. Working at an advertising agency, I’m conditioned to react to the word “design” with thoughts of colors, fonts, layouts, wireframes—creative-y terms. But as I quickly realized, those are only part of what design is. Beyond graphic elements, design encompasses structures, environments, ideas, and strategy. In the same sense, “health” is more than a doctor, diagnosis, or treatment. Health is the whole person: their family dynamic, work-life balance, hobbies and activities, etc. “Design for Health: What You Need to Know” was led by Thomas …

Medical Advertising Hall of Fame: Shining a Spotlight on the Youngsters

February 26, 2019Experience, Healthcare, Industry, News

Since I was very young, I’ve had to psych myself up before standing up or speaking out. Traditionally an introvert, it took time to learn that expressing my opinion or seizing an opportunity isn’t scary—it’s empowering, and necessary for growth. Luckily, I work at an agency that helps me develop those skills. I started at HCB as a copywriting intern almost three …

How We Made Proton Therapy Definable Through Listening

December 17, 2018Experience, Healthcare, Listening

When it comes to a patient’s understanding of proton therapy, it is crucial to listen to concerns to truly gauge knowledge or gaps in comprehension. In other words, what do patients need to know to make an informed decision when they’ve just received the diagnosis “You have cancer”? And how do they go forward with prescribed protocols like proton therapy with confidence? We recently collaborated with Texas Center for Proton Therapy and conducted an online social listening exercise to gather an understanding of what caregivers and patients know about proton therapy. What we learned was astonishing: Less than 85% know about this alternative to traditional radiation therapy. A recent study found that patients, on average, are given only 11 seconds to be heard. When we truly listen, we discover that patient concerns and gaps in understanding of most therapies — like proton …

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 well, having hair. Much like in the healthcare advertising world, stylists must have a deep knowledge of biology, chemistry, math, art, and psychology. These are table stakes. Taken alone, they do not translate into better ROI, such as clientele satisfaction, …

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 …