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