Our Ideas - Strategy
It’s been two weeks since attending the 2018 HIMSS Conference in Las Vegas, and I am finally able to digest the experience and share a few impressions. First of all, HIMSS feels like the Coachella of healthcare IT—overwhelming, with 40,000 attendees and 1,300 vendors competing for your attention with vividly designed booths, “unique” schwag, free coffee, and bold promises writ large like “Big Data = Better Patient Care” and “Complete Solution For Modern Healthcare.” Combine this sensory overload with the... Read More
Behind every compelling line of copy is a rock-solid messaging strategy. And behind that messaging strategy is a well-informed brand strategy. And behind that brand strategy is a smart business strategy. And… we’ll stop there. Let’s get back to messaging and copy. Both strive to achieve the same goal: to effectively communicate your unique selling proposition (USP), or the key differentiators that set you apart from your competition, to your current and prospective clients. But messaging has got to steer... Read More
My biggest Google confession? I periodically search “what is content strategy?” Now, this is a legitimate query for 99.999% of the population—but I happen to be the Director of Content at a leading digital studio in New York. (Unsurprisingly, my boss is thrilled with this anecdote.) This confession, of course, has a point other than totally undermining my credibility. I know what content strategy is for me and our organization, but its definition and application varies greatly beyond that. For... Read More