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 …

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. Yet here I am, metaphorically frozen in place in Escher’s “House of Stairs.” Of course, I’ve since learned that the reality of analytics …

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 …

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 …

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 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? It comes back to the ability to not have as many parameters, rules or regulations. The boundaries are more open, you can be more entrepreneurial, more scrappy, you can get in and wrestle a little more than you can as a goliath. A goliath has certain images they need …

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 this and the amount of data available, it can be difficult for companies to choose and stick with their KPIs, which then defeats the purpose of even having them. I would also add that, largely due to the highly publicized mistakes of Facebook, consumers will become more savvy about …

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.   What are the biggest advantages of being an underdog or …

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, …

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 …