When you think of healthcare, the last thing that usually comes to mind is “fun.” It’s a serious matter, and the countless healthcare ads you see on TV and other media reflect that notion. When you’re talking about advance directives or joint replacement surgery, for example, it’s tough coming up...
Is Your AE Showing You the Love? 6 Surefire Ways to Tell
Actually, sometimes it’s tough love. As an account director at an award-winning healthcare marketing agency, I dish out plenty of it. I’m the one who tells creative that the edgy campaign they’ve just developed is still a little off target. When the art director and copywriter do get it dialed...
Six-Word Stories: Keys to Success
Which is easier to write well? A novel, or a haiku? You might think a haiku would be easier since it’s shorter. I’d argue the opposite. It’s actually much more challenging to convey a powerful idea in fewer words than in more. Often in healthcare marketing and health communications, we...