John McCain’s Disease: the potential for celebrity brand identity for glioblastoma

In my book, Identity Crisis: Healthcare Branding’s Hidden Problems and Proven Strategies to Solve Them, I have a chapter that outlines the discipline of creating brand identities for diseases. The benefits are many: greater public awareness, greater community support, the potential for enlightening dialogue, enhanced funding for research and insurance […] keep reading

Booze and beauty: what healthcare branding can learn from the spirits and cosmetic industries

While giving a talk promoting my forthcoming book—specifically decrying the use of consumer branding protocols to create healthcare product and service identities—I received a thoughtful question from the audience that deserves a good answer: Isn’t there anything to be gleaned from consumer brands that could be co-opted to help deliver […] keep reading

The doctor has no clothes: why do we pretend that physicians are impervious to making emotional brand choices?

An insidious myth persists even today in healthcare branding that healthcare professionals (HCPs) are emotionally detached from the brands they prescribe for their patients, relying solely on data and research to formulate their decisions.  However, experience—and data!—show that physician brand loyalty often depends upon how the brands reinforce the doctor’s […] keep reading

Do you execute the strategy or the strategist?

Many years ago, I decided to learn how to formally cook.  The first course they teach newcomers is Knife Skills.  Knife Skills is pretty much what it sounds like. They show you the time-tested ways to cut every single protein and vegetable for the greatest efficiency and effectiveness. This took […] keep reading