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 graduated with a double major in public relations and Spanish and then went on to get my master’s in public policy and administration. Math degree? Nope! Not even close. As a 24-year-old fresh out of grad school, I thought my …

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 …

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 …

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 …

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 …

Challenging Goliath: Digital, an Interview With Colin Foster

April 26, 2019Experience, 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 Chief Digital Officer Colin Foster to talk through the age-old David vs. Goliath tale and how it relates to digital innovations within the medical advertising space. …

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 to $3B on just digital advertising by 2020*, manufacturers, hospitals and payors are clearly shifting significant resources and budgets to digital and social media programing. They’re investing in diverse types of programing too, including: channel and content development, paid media, influencer engagement programs, online customer support, workflow optimization and much more. …

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 …