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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. […]

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DTC Perspectives | DTC in Focus

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 […]

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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 […]

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DTC Perspectives | DTC in Focus

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 […]

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