Many health and wellness clients make a significant distinction between marketing to consumers (Direct to Consumer or DTC) and marketing to patients. While cleaving the group into the sick and the well may be an easy way to partition resources, it sets up a false premise that creates significant barriers […] keep reading
DSM-5: the branding of mental illness
It is fitting that my first blog post roughly coincides with the recent certification by the board of trustees for the American Psychiatric Association on the new diagnostic categories for the DSM-5. Several years ago, I wrote a highly controversial article entitled The Art of Branding a Condition, which detailed […] keep reading