Technological innovation has changed how people react and connect to each other, how consumers engage and communicate both with and about companies, and how companies think about and use data to engage with consumers. These changes are impacting the Life Science and Health industries in much the same way and require a level of thoughtfulness […]
Building Authenticity Into Healthcare
We just recently released a global study on Brand Authenticity here at Cohn & Wolfe that shed a great deal of light on how consumers perceive brand activity and what is important to them. I have to say, we were a little surprised. People from all around the world told us that they care much […]
Patient Influencers are the Night Vision Goggles for DTC Marketers
No matter the preparation, resources or rigor applied, there is often an element of marketing that is done in the dark. Even in today’s data-rich, hyper-connected world there is a degree of guesswork resident in the process. Don’t get me wrong, the marketers making these educated guesses are bright people who get it right a […]
Think Big, Start Small, Move Fast: 15 Tips From the Mayo Clinic on Marketing Innovation
The innovation books on my shelf are typically written by designers, famous agency wizards, marketing gurus, etc., so it was surprising to see a title, co-authored by a team from the Mayo Clinic Center for Innovation, popup in my Amazon book recommendations. After all, healthcare is rarely (if ever) seen as a hotbed for innovation. […]
Pharma and Digital Health at the Point of Care
Innovation brings both opportunity and change, and this is true with emerging point of care technology. There is a pressing need for help in the three critical areas of Prevention, Diagnosis and Monitoring. But how can the industry get involved to help support patient care? In the Fall 2013 issue of DTC Perspectives Magazine, I […]
Managing Brand Success in Market
The healthcare landscape has transformed rapidly in this technology-led, customer-controlled world and the discipline of marketing must evolve with it to stay relevant to the needs, motivations, challenges and behaviors of its audiences. We must flip the paradigm from one of gaining the consumer’s attention to one that reflects understanding of today’s empowered consumer and […]
There’s a Cure for That.
By Mike Rutstein How many cures can you count in your lifetime? For the majority of us living today, that number is likely few, if any. While vaccines for polio, chicken pox and diphtheria made a dramatic 20th Century impact in life expectancy (particularly in the Western World), until recently, cures and therapies with […]
Media Agencies… The Next Lead Agency
For years, marketing has begun with the brand, the campaign, and the big idea. It has been shaped by what we want to say, how we want to say it, and how many times we want our “targets” to hear it. We would spend months and months developing headlines, copy, TV spot, print campaign, email […]
