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, how did I stumble into an analytics job? I …

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 many ethical challenges, I still knew that my pursuits in the industry would always think of the patients’ needs, first and foremost. I knew that everything I wanted to recommend to my clients would be prioritized through the …

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 changed the digital landscape in some way. But Colin, David, Neil Gomes and Anthony Nguyen, MD all seemed to agree on an out-of-the-box answer: Domino’s Pizza. …

What Escher Taught Me About Analytics

May 22, 2019Industry, Innovation, Listening, Marketing, Technology

As an agency, HCB Health has been thinking — and writing — about analytics a lot lately. Even though it’s been a core competency at our agency for several years now, I admit I’ve struggled to fully wrap my arms and head around what it means and how to effectively use it. It has always felt Escher-like in its complexity and infinite possibilities. Where do you start? Where are you going? And how do you know when you’ve arrived? I never imagined that analytics would be the trigger for my existential crisis. …

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 out of print …

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: …

Staff Takes: How Will we Look at Analytics Differently in the Next Year?

April 29, 2019Culture, Industry, Innovation, Technology

We asked a handful of people within the agency to think about the constantly changing world of analytics. From digital to creative and everywhere in between, analytical data touches nearly every sector of our business. We wanted to hear what our HCBers had to say about the future of the analytics space. See what some of our staff had to say about the subject below. How will we look at analytics differently in the next year? I think the lens through which we look at analytics is ever changing. Between …

Staff Takes: Analytics Open the Door to…

April 18, 2019Experience, Industry, Innovation, Marketing

We asked a handful of people within the agency to think about analytics as it related to their specific job function. Because we live in a world of readily available data, analytics and measurement touch nearly every sector of our business. From digital to creative and everywhere in between, analytics play a significant role in the work we produce as an agency. See what some of our staff had to say about the subject below.   ANALYTICS OPEN THE DOOR TO…   Analytics open the door to… …a deeper understanding of your return on advertising investment. Jessica Dube, Senior Media Planner/Buyer …

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 …

SXSW 2019: A Tale of Two Sessions

March 8, 2019Culture, Experience, Innovation, Listening

While I’m a native Austinite, I’ve never officially been to SXSW. Sure, I live and work downtown, and therefore typically get caught in the hustle of increased traffic, daily parties, and free food. But I’ve never actually had a badge. So today, as I walked over to the Austin Convention Center for a series of sessions, I basically had no idea what I was doing. That became extremely clear very quickly.   I had big plans to attend Maria Shriver’s featured session—a panel about women and Alzheimer’s. I made sure to get online the day before the session to grab an SXXPress pass, reserving my spot at the front of the line. I arrived …