It’s been an uneven year in healthcare branding. Some bad trends continue, while others have found a way to connect with patients and physicians. Without further ado, here are the best and worst healthcare branding efforts of 2018. Best Brand Story: ChantixChantix uses a tried and true methodology to present […] keep reading
Healthcare branding services: five essentials for success
If you ask a healthcare advertising agency if they do “branding,” you’ll of course get the answer “yes.” However, usually “yes” means an improvised strategy workshop, followed immediately by a design exploration. If you ask a consumer branding shop about branding, you will get an excellent, comprehensive scope of work…costing […] keep reading
Healthcare branding: when it succeeds and when it fails
There’s way too much false chatter about the need or purpose of branding in healthcare. It’s intentionally deceptive. It’s not necessary because people eventually need the brands anyway. It gets in the way of sales and marketing, which are the real drivers of a brand’s success. The fact of the […] keep reading
Brand storytelling made easy
Much has been written about brand storytelling. And as such, the definition of brand storytelling has taken on such a complex meaning that it has become confusing and frightening. Let’s distill all the dissertations out there to get to the essence of what brand storytelling is about, and how to […] keep reading
Breakthrough medical devices: where’s the love?
Imagine a candy-like dietary supplement that you could pop in your mouth and it would suppress your appetite and help you lose weight safely. Further imagine that the supplement came in scrumptious flavors like chocolate, caramel, and peanut butter. Sounds intriguing, right? The Jeffrey Martin company bought the marketing rights […] keep reading
Wellness as Identity: how we are defined by our health status
We do not see health as it is; we see health as we are. My late mother and father divided their lives into two segments: before they had multiple sclerosis and colon cancer respectively, and after. Their well selves and their ill selves. Wellness and illness are among the primary […] keep reading