Category Archives : CHEM


Book review: THE ANTIDOTE, by Barry Werth

    “Today’s medicines can cost hundreds of thousands of dollars a year. The story of how two companies set prices for their costly new drugs suggests that the way we determine the value of such treatments will help decide the future of our health-care system,” writes Barry Werth in the MIT Technology Review.   In “A Tale of Two Drugs,”, he writes that the advent of these more targeted, more effective drugs will introduce the prospect of ever-rising prices, highly effective and ultra-­expensive so-called orphan drugs like Kalydeco may impose a stricter rubric for determining the price of all […]


The Most Valuable Question You May Ever Learn

In the 1990s, success coach and author Jack Canfield taught me a question that radically changed my life. So what is this magical question that can improve the quality of every relationship you are in, every product you produce, every service you deliver, every meeting you conduct, every class you teach and every transaction you enter into? Here it is: “On a scale of 1 to 10, how would you rate the quality of our relationship during the last week?” Here are a number of variations on the same question that have served me well over the years… “On a […]


4 specific areas to leverage when engaging “Key Practice Influencers”

Because the brand innovation team at a company will want to build relationships at many levels, we recommend taking a collaborative approach to this initiative, tapping people and skills at many levels of the organization. There are four specific areas to leverage when connecting with Key Practice Influencers (KPIs):         Experience Advantages of Cross-Disciplinary Collaboration: Not only researching and identifying KOLs, but also aligning their expertise with special programs & events. Key Strategic Insights Gained: Knowing the content is a prerequisite for selecting proper opinion leaders. Expand knowledge of condition and risk factors. Application to N-of-8 Initiatives: […]


Why McKesson acquired CoverMyMeds: “untapped treasure trove”

Drug distributor and health care technology firm, McKesson, recently announced it would acquire CoverMyMeds for $1.1 billion. This is a company that automates prior authorizations online through electronic health record systems but this is only one way the company is developing new analytic tools to help solve problems for specialists. McKesson says it’s also creating a new analytics tool for oncologists using advanced algorithms and natural language processing technology to read and re-format previously unstructured information. This helps healthcare companies that are collecting more data on patients but struggling to realize the full value of this data because much of […]


Airbnb extends its brand with global magazine publisher

Airbnb has extended its brand with a new partnership with global publisher, Hearst, to create a new Airbnb magazine. The very first issue was distributed to a crowd of Airbnb hosts at the company’s annual Airbnb Open in Los Angeles. Airbnb CEO, Brian Chesky, described his miniature Oprah moment: copies were taped to the bottom of the auditorium seats. The premiere issue has 28 pages of editorial content, and is entirely devoted to Los Angeles, the host city of Airbnb Open. Content includes how to navigate LA, profiles of Airbnb super hosts, spotlights on select LA neighborhoods, and profiles of […]


Looking back on 2016   Recently updated !

As I look back on 2016 I’ve realized I had a chance to apply almost all the brand innovation tools I’ve developed over the years. I was able to apply them in a variety of market, client, and brand lifecycle situations. A2U – I conducted more interviews, dyads, and focus groups than in the past several years. The findings from these awareness,, attitude and usage interviews were used to develop key findings, implications, and actions for a number of clients. StrategicGPS – the mapping of where we are to where we want to be proved valuable for many brand team […]


“A new breed of analytics for VoC data is transforming not only the amount of customer insight that can be made available, but also the speed at which it is delivered.”

Usually we keep up with our industry trends and news by reading from the more common business magazines, Wall Street Journal, Fast Company, PharmaVoice etc… But every now and then an article pops up from an unconventional source that is worth a read. This article on the science and stats around ‘voice of the customer research’ was one such article. I wanted to pass it along to you as a reminder on the value of customer feedback. Enjoy the read! http://data-informed.com/get-most-from-your-voice-of-customer-data/


American Cancer Society widens & deepens its impact through content

When it comes to business reading, we get most our articles from the top news sources. Sometimes it’s refreshing to see something we don’t read every day. The following attachment is a case study from the American Cancer Society. It details how they developed a content intelligent system so they could better share content. I thought this was right up your alley so I’m passing it along. Click the link here to view the slide deck. cs-acs-contentintelligence-amass-160225175439


People talking to people: It’s still how to change the world’s standards of practice

In my pharma client workshops, we are often focused on how to change clinical practice in a specific disease class. It often starts with a basic question of how to communicate new information, updated studies, or evidence-based guidelines. Some innovations spread fast. How do you speed the ones that don’t? Here is a very compelling story from Atul Gawande on how practice changed in a very personal way:   In 1968, The Lancet published the results of a modest trial of what is now regarded as among the most important medical advances of the twentieth century. It wasn’t a new […]


3 Ways to Be More Creative With Healthcare Advertising – by Amy Hansen

This story first appeared in the March 28 issue of Adweek magazine. Amy Hansen (@hcb_austincd) is svp and creative director at HCB Health.    Sewer inspector. Embalmer. Gastroenterologist. Tough jobs for sure. But try healthcare advertising for a week. Just try to be creative in an environment where important safety information takes up :35 of a :60 TV spot, where rules for short-form messaging run 15 pages long, where every print ad, website, banner and video must pass a rigorous risk mitigation assessment by a medical legal review team. The threat of an FDA letter looms large in the lives […]