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 …

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 …

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 individual that they are. Similarly, a judge who’s a regular on the award …

What Does It Mean to Be the Listening Agency?

June 29, 2018Culture, Healthcare, Industry, Listening, Marketing

A few years ago, I began doing executive coaching as a new discipline for the agency, after a few C-level clients asked me to work with some of their senior staff members to improve their leadership and communication skills. “Me?” I thought, “Why me?” But then I thought about the common theme that almost every former client had shared about working with me and the team at HCB Health — that we were good listeners. Since then, I have worked with many different folks from a wide range of pharma and device companies who have all needed my support in different areas of development. Some were CEOs, and some were …

Listen Globally, Act Locally

June 15, 2018Culture, Experience, Healthcare, Industry, Listening, Marketing

There is a paradox at play in the world of global marketing. We live in an age where the expectation is that messages can be shared instantaneously across the boundaries of time, language and location. We are more connected than we have ever been, yet we still are not a unified world. What motivates us, what inspires us and what drives a brand to succeed is vastly different between continents and cultures. Yet we talk about “globalization” as if that undertaking is possible in a meaningful way with our physicians …

Healthcare Marketers Say Few Ad Agencies Are Really Good Listeners

May 18, 2018Culture, Experience, Healthcare, Industry, Listening, Marketing

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 …

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

May 2, 2018Healthcare, Industry, Innovation, Technology

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 …