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 last decade, how have things changed for underdogs? Do you feel it’s easier to …

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 …

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 …

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 …

Data and Analytics: Changing HCP Media

May 13, 2019Healthcare, Industry, Innovation, Marketing, Technology

We’ve heard a lot about disruption in the media world. All the disruption is the result of a proliferation of digital media tactics, big data and platforms. This disruption has mostly happened in the consumer media world, but over the last couple years, we’ve started to see major changes happening in the world of HCP media. Agencies and clients are finally starting to realize the benefit of using big data and digital platforms to achieve HCP marketing in a much more efficient and effective way. The disruption we are seeing is coming through two big changes: Utilizing targeting data to hyper-target to potential audiences Using campaign analytics to optimize campaigns for better outcomes Data Targeting: How has data targeting changed the game? Data targeting …

Challenging Goliath: Media, an Interview With Dave Russell

May 6, 2019Culture, Experience, Industry, Marketing, Technology

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 VP Media Strategy Dave Russell to talk through the age-old David vs. Goliath tale and how it relates to paid media within …

Build Your Bottom Line through Effective Listening, Tapping Emotion, & Strong Engagement

April 30, 2019Experience, Industry, Listening, Marketing

This article was originally published by DTC Perspectives on April 30th, 2019. http://www.dtcperspectives.com/build-bottom-line-effective-listening-tapping-emotion-strong-engagement/ Health and wellness, pharmaceutical, and medical-device providers must navigate an ever-evolving and consistently complicated healthcare landscape. Agencies (and corporate marketers) serve a key role in helping their clients problem solve, understand their challenges, and identify critical success factors. How is this best accomplished? Through the power of thorough, intuitive and intentional listening, and strong engagement – with both the client and consumer. It’s critical to tap into that certain something that bridges the gap between what agencies (and corporate marketers) think they know and what a client …