Mega mergers. The phrase doesn’t sound good. It hints at corporate behemoths and world domination, if you want to be a little dramatic. However, it describes exactly what is happening […]
In a Fractured Landscape, Will Digital Marketing Save Health IT Brands?
If you’re selling B2B technology into health care, you already know that the buyer landscape has changed significantly. In the past, you might have targeted CIOs of hospitals, clinics and […]
We’re Acquiring! Now What? Brand Integration for Health Care Systems
Ahh, the adrenaline rush that accompanies an acquisition decision is hard to beat. We’ll be bigger, better and stronger together. Our patients will have access to more services, closer to […]
Signs Your Creative Health Care Campaigns Will Resonate With Your Consumer
“We need to get creative.” If you’re a health care communicator, you’ve probably heard (or said) this phrase a number of times. When tasked with sharing clinical findings, medical recommendations […]
Using Data to Influence Decision Makers
Established brands have the luxury of using data as a backup proof point. Challenger brands must lead with it. Why? Lack of credibility is a huge obstacle for challenger pharma […]
3 Tips for Keeping Up in an Ever-changing Industry
Today’s health care landscape isn’t the same landscape of yesterday, and it will be different tomorrow, too. Reasons being? Digital technologies, politics, R&D, consumer demands and expectations – and so […]
Social desirability bias – are we as good as we say we are?
As a rule, people want to portray the best versions of themselves – even when it is not completely truthful. In behavioral economics, we call this social desirability bias: a […]
Just What the Doctor Ordered – The Right Spokesperson
When a physician takes the Hippocratic Oath he or she promises to “do no harm.” Every hospital leader should be listening and learning. Rule Number One: Make sure your spokesperson […]
Medical Device Messaging: 3 Audiences, 3 Approaches
The medical device health care sector has the thrill of bringing science and invention to life – and the challenge of doing so for a broad range of stakeholders. For […]
Hospitals Under Scrutiny: 5 Key Issues for 2019 and Beyond
It’s hard to think of a time when hospitals and health systems have been under greater scrutiny. Regulators, legislators, advocacy groups, and consumers are increasingly focusing their eyes on provider […]