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 …

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 …

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 …

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 …

HCB Health Appoints Nancy Beesley as President

April 2, 2019Industry, Marketing, News

With more than 25 years of experience in healthcare strategy, advertising and marketing, veteran and HCB partner takes on new role to adapt to agency growth. AUSTIN, Texas – April 2, 2019 – HCB Health, a leading independent U.S. healthcare advertising agency, announces HCB Partner Nancy Beesley’s appointment as president, expanding her responsibilities and influence on the agency’s strategic and executive decisions. She previously held the position of chief marketing officer.   “From the founding of HCB, Nancy has worked tirelessly to pursue her vision for improved strategic communication in the healthcare space.” Said HCB Health CEO and Partner Kerry Hilton. “No one has done more for HCB than Nancy, and …

SXSW 2019: Breaking Down and Building Up the Agency Structure

March 18, 2019Culture, Experience, Industry, Marketing

It’s Monday morning, bright and early, and I’m sitting in my first session of the day. Nick Law, CCO of Publicis Groupe, takes the SXSW stage to, in his own words, “rant” about how advertising agencies need to evolve during this current age of innovation. Law starts his talk with a video of Steve Jobs discussing the leadership structure of Apple versus that of other technology companies at that …

Top 4 Brainstorming Pitfalls and How to Tackle Them

February 6, 2019Experience, Industry, Listening, Marketing

I used to react to an invitation to a brainstorm like an invitation to a party. Yes, of course I’ll take a break from my real projects and go play with my creative teammates for an hour. Over time, though, I learned that not all brainstorms are created equal. Some are unfocused and confusing, some are stifled and boring. Some are downright aggravating. Here is my list of the most common brainstorming pitfalls and ways to overcome them.   PITFALL 1: Disorganized conversations that don’t generate usable ideas. Solution: Plan ahead with two bad-ass documents: a brief and an agenda. Your brief should lay out the background, context and goals of …

From Behind the Glass

February 1, 2019Experience, Industry, Listening, Marketing

With some of our clients gearing up to launch new campaigns, I’ve had the opportunity recently to spend time listening in on a few market research interviews. It’s probably one of my favorite parts of the process. I may be alone in that feeling. For those of you who have never been to or participated in a market research session, it’s pretty straightforward: a consumer comes in to give their opinion about the pieces we’re working on — in our case, it’s usually a doctor or a surgeon. An interviewer walks them through a series of questions and discussion prompts to try and get a sense of what they think about how strong the messages are or how eye-catching the images are. After talking to a bunch of different people and gathering a bunch …

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, an enviable reputation, or a more successful business. …

Six Tips for Improving Your Localization Strategy in a Global Market

November 15, 2018Experience, Industry, Innovation, Marketing, Technology

The digital revolution has expanded our customer markets from local programs to global proportions. We now have access to a much broader target that’s easily reached via social or mobile around the world. However, today’s marketers should not make the mistake of assuming that a “smaller world” means a smaller message. While targets can be reached more efficiently, we must still apply the same discipline of crafting the right story for the right audience. Take the time to consider each and every audience and what drives them to action and then begin that dialogue. Here are the basics to take your global strategy and make it applicable on a local level: 1. Understand the market through listening! Who knows …