Thursday, December 31, 2009
I smiled when I read “1/1/2009 – and no more pens, pads, or mugs!”
It’s so very tempting to complain of a tough year or place blame on guidelines, government, the economy, regulators, and others. Yet, I still feel a sense of gratitude.
I am mostly still the same creative “innovator” (except I turned 50 this year and have a year’s worth of experiences that have certainly affected me in ways both subtle and profound).
At this year’s end, I think about the opportunities and gifts I’ve received that will change my new year. Ones that will change the way I see the world, and maybe how the world sees me. Receiving what you asked for is both thrilling and terrifying. I am up for the challenge. I am ready. But mostly, I am filled with hopeful gratitude.
Looking back, it both seems as if it flew by and seems as if it is a long-distance run.
So on this last day of 2009, as we do every week at our office, I offer an Rx#2 to my staff, my clients, my friends, and most of all my family.
One writer for The Year of Gratitude project expressed it best when she wrote:
“Simply by the act of saying, Thank you, I am released from old demons. I am unchained from fear and worry. From the comfort of my couch where I am snuggled under a throw while the wild wind rushes over and across the mountain ridge, whips the bare branches, pushes against my log house, from this place of security I sigh as if an old dog on a porch and breathe out, Thank you. Does it matter who or what I give thanks to? No, it is only important that I breathe in the air and breathe out the gratitude.”
Looking forward to whatever comes our way next.
Wednesday, December 30, 2009
So without worrying a lot about balance or weightiness, here are some of the postings this year that really excited me, instructed me, motivated me — even though by definition, blogs may have the lifespan of a snowflake.
- Do smarter patients create cheaper care? To get more information to patients, advocates are pushing to change the incentives in the healthcare system. A Washington state law, for instance, mandates demonstration projects in shared decision-making and raises malpractice protections for doctors who use the approach. Other ideas include adding reimbursements for the decision-making process itself or paying a flat rate for an episode of, say, back pain, regardless of the treatment. The field is also expected to get a boost from new comparative effectiveness research. The Obama Administration is now pumping $1.1 billion into trials that will compare treatments. What do you think will drive shared decision-making: politics, economics, or good medicine?
- Ways to Make Your Personal Brand “Indispensable." In the turbulent, toss-about world of work in America, all kinds of people are worried about their positions. Who among us hasn't seen a helpful, smart, hard-working person get laid off? Being let go is not for last-place performers anymore. Everyone is at risk. Can you avoid this? You can sure try. While no one may guarantee you a job these days, here are five tips from the Harvard Business Review on making your personal brand indispensable.
- Ask for – and get – what you want. Good things come to those who ask! Asking for what you need is probably the most underutilized tool for people. And yet, amazing requests have been granted to people simply because they've asked for it!
- Berinert approved by FDA to treat abdominal attacks, facial swelling associated with hereditary angioedema. The first treatment for acute abdominal attacks and facial swelling associated with a rare and potentially life-threatening genetic disease called hereditary angioedema (HAE).
- Core elements of our Ethos of Learning. In our company’s first 5 years, I’ve learned about the importance of a culture based on learning. Together, these elements make learning more stimulating, vibrant, motivating, fun, challenging, and rewarding. We face challenging times, so we strive to help our team members to be proactive and innovative about learning.
- Basics of a personal brand story. Purpose, truth and action are three basic elements of a brand story. Beyond brands, these are three fundamentals of a personal story, too. So as our teams at Stinson Brand Innovation are working on several new N-of-8® brand story development projects these days, it’s also a good time to analyze our own stories.
- Great sites on our tour of Tokyo. We had a wonderful local guide who helped us navigate the streets and subways – and even took us “behind the scenes” in a few places. Junko Matsuda was a fantastic hostess to us in Tokyo. She was more than just a tour guide; it was like spending a day in the city with a friend. She even took us to a great little neighborhood place for sushi.
- The Great Disruption demands we make innovation a strategic priority: now is the time for N-of-8. The world of innovation is going through important changes. Entrepreneurs and corporate innovators will continue to introduce disruptive innovations that transform existing markets and create new ones. In fact, the Great Disruption demands that companies make innovation a strategic priority. . .or suffer the consequences.
Tuesday, December 29, 2009
9 complete brand, corporate, and clinical trial identities
8 new clients engaged
7 new websites designed
6 sales meetings themed
5 rewarding years in business celebrated
4 major patient conventions, meetings, and advisory boards
3 total customer outreach campaigns with newsletters, websites, booths, and brochures
2 direct marketing campaigns to hospital pharmacies and labs
1 life-changing global launch
Happy New Year! We look forward to even more in 2010!
Thursday, December 24, 2009
Prejeme Vam Vesele Vanoce a stastny Novy Rok
Bada Din Mubarak Ho
Nollaig Shona Dhuit
Shinnen omedeto. Kurisumasu Omedeto
Sung Tan Chuk Ha
Wesolych Swiat Bozego Narodzenia
Kuwa na Krismasi njema
Suksun Wan Christmas
Chuc Mung Giang Sinh
Chag Urim Sameach
Wednesday, December 23, 2009
So, here are the first eight books whose pages I’m ready to gain from, learn from, and get ideas from.
10 Rules for Strategic Innovators: From Idea to Execution
Vijay Govindarajan and Chris Trimble
The Future of Management
All For One: 10 Strategies For Building Trusted Client Partnerships
The Leadership Code
Dave Ulrich, Norm Smallwood, and Kate Sweetman
Clients for Life: Evolving from an Expert-for-Hire to an Extraordinary Adviser
Jagdish N. Sheth and Andrew Sobel
Leadership Brand: Developing Customer-Focused Leaders to Drive Performance and Build Lasting Value
Dave Ulrich and Norm Smallwood
The Traveler's Gift
Reading in the Brain: The Science and Evolution of a Human Invention
Tuesday, December 22, 2009
I recently had the opportunity to visit the Biltmore Estate in Ashville, North Carolina, the magnificent real estate project of George and Edith Vanderbilt and architect Richard Morris Hunt. I’ve never seen the castles of England but would assume that this American gem can’t be too far from one. Going into the experience, my expectations were average: I was going to see a cliché tourist attraction - a really big house with expensive furniture and art – nothing different from your average museum experience.
Thankfully, I was proven wrong.
The experience begins as you wind through the tree lined s-drive lane, knowing that soon the trees will break through, and before you will be something magnificent. You are not disappointed as you pass through the gates and there stands a massive structure of design and beauty. The experience continues as you go walk through the entrance and travel through the four levels. (There is an option to purchase an audio tour for $10 – take it – the stories about the house, the people and the art behind it are necessary to enhancing your experience).
Once completed you can eat at the Stable Café, which used to contain the estate’s horses - take a tour through the gardens and then the winery.
Through the well-crafted stories and commitment of employees, I left the estate with a sense that I could relate to the history, the landscape and the people who lived there. Because of this first positive experience, I can say that the Biltmore brand is one that is recognizable, memorable, and permanent to me.
Monday, December 21, 2009
Amidst all of the shopping, baking and merrymaking, the holiday season is sometimes short on opportunities to simply gather with loved ones in a spirit of reflection and appreciation.
This year, take a break from the December hustle and bustle to celebrate the winter solstice. Make this day a time for your family to reflect on the year gone by and look toward the promise of brighter days ahead.
- Craft your own celebration. If you are thinking of observing the winter solstice this year, use these ideas as inspiration to create traditions and rituals that are right for your family.
- Light a Yule log. Light plays an important role in any solstice celebration. Turn off the lights and burn a Yule log in the fireplace. As an alternative, gather around a “Yule candle.” Use this time to talk about the return of light and your plans for the coming year.
- Solstice stockings. Introducing a new tradition this year—solstice stockings. Borrowing from the idea of a traditional Christmas stocking, The Witch puts small presents into your stocking on the solstice. This tradition highlights the idea of a positive female power while also limiting our seasonal buying to those things that fit into a stocking.
- Make a pomander. Pay homage to the power of sun and light with this simple seasonal craft based around a fragrant citrus fruit. Gather together an orange and a bowl of cloves. Push the stem of the cloves into the skin of the fruit. Experiment with spirals, stripes, or any kind of patterns you like. Hang your pomander from a ribbon and enjoy the natural seasonal scent.
- Celebrate outdoors. Although we often associate the winter solstice with cozy fireside celebrations, be sure to take a moment to actually observe the changes taking place in nature. Plan an outdoor family outing like ice-skating. Or head out to the yard to trim a tree with natural items like nuts, berries or apples that the birds and animals can enjoy.
Source: Ad Age DataCenter, June 22, 2009. Total ad spending including measured media and unmeasured spending. Measured media from TNS Media Intelligence.
Thursday, December 17, 2009
One such collaborator is Technology Commercialization Group. TCG works with senior executives worldwide to help them launch and develop markets and business operations in the medical device, pharmaceutical, biotechnology, veterinary and related healthcare industries.
TCG recently shared this article with us that talks to companies in the United States about launching their products in Europe. I offered to share it with you through our blog.
The authors are Dr. Robert C. Keefer and Dr. Reinhard Merz.
Dr. Keefer, one of TCG's principals, has 20 plus years of experience in business, finance and marketing for Fortune 500 pharmaceutical and diagnostic companies, and for a number of start-ups and emerging biotech, diagnostic and pharmaceutical companies.
Dr. Merz, based in Heidelberg, Germany, is director of European Operations and part of the TCG management team. He has 20 years of experience in medical research, healthcare marketing and e-business for Fortune 500, mid-sized and start-up firms.
There are good reasons for U.S. companies to launch their products in Europe – for certain products and in certain situations. But, as always, you need to look before you leap. Even though Europe is becoming a more unified market, there are certain country-to-country market differences. Knowing these will help you avoid some pitfalls, as well as take advantage of the differences.
Although the United States is universally recognized as the holy grail of markets for pharmaceuticals and medical devices, many companies lose sight of the incremental opportunity for sales of their product in Europe. Europe - and certain European countries, in particular - can offer great advantages depending on the situation. This is true whether you've already launched your product in the United States, or you are considering Europe for the initial launch.
Here are four reasons why:
1. Less costly clinical trials
Many countries from Central and Eastern Europe joined the European Union (EU) in 2004 and 2007: Estonia, Czech Republic, Hungary, Latvia, Lithuania, Poland, Slovakia, Slovenia, Bulgaria and Romania. Together with the implementation of the European Clinical Trial (EU CT) Directive, this created one pan-European clinical research market and unified the legal environment. A few of the cost/quality advantages to placing clinical research studies in these areas are:
- Large population of over 300 million
- Centralized healthcare system with large, highly specialized hospitals, especially in oncology, cardiology and rheumatology
- High quality of medical care and clinical data confirmed by audits and inspections
- Lower cost per completed case report form, due to fewer days needed to recruit one patient, low percentage of rejected recordings, and low number of queries per 100 case report form pages
For medical devices, there is no European approval authority like the FDA (Food and Drug Administration). Instead, EU countries require medical devices to be issued a CE (Conformité Européenne) Mark by the European Commission before they can be marketed. The CE Mark certifies that the product meets EU standards for health, safety, quality and the environment. Once a product has received CE Marking, it can be marketed in all the EU countries (currently 27) without undergoing additional scrutiny or requirements from individual countries.
The CE Mark is more than just a rubber stamp, but earning it can be less of a hurdle compared to earning FDA approval. The first step is for companies to have an "Authorized Representative" in Europe - a subsidiary company or a legally appointed person in Europe to act for the manufacturer with regard to the regulatory aspects of the product.
In addition, companies need to obtain the CE Mark through the services of a "Notified Body," who will inspect and recommend approval of the CE Mark. The Notified Body will determine which class the product is in, from low to high risk, and work with the manufacturer to obtain:
- Certification based on risk class
- Documentation on the product's construction
- Data supporting the product's safety, efficacy, quality control and risk assessment
- Procedures for tracking and reporting incidents or adverse effects of the product once it is out in the marketplace
3. Well-funded healthcare systems frequently cover a broader range of conditions
European insurers cover a broader range of diseases than in the United States. Fibromyalgia and chronic fatigue syndrome, for example, are controversial diagnoses in the United States, while in Europe they are recognized illnesses. If your diagnostic test or therapeutic treatment targets a condition that is not fully recognized in the United States, you may find better market acceptance in Europe. European reimbursement policies generally cover more conditions, but it is important to know the specific reimbursement policies and procedures on a country-by-country and organization-by-organization basis. And, of course, it is key to understand any pricing constraints, such as government controlled pricing, and how it differs by country.
4. High-quality specialty centers
Although there are specialty healthcare centers in the United States - for pain or cancer treatment, for example - they are much more prevalent in Europe. By nature, Germans are organizers; so it is possible to find many specialized healthcare-related centers within its borders. For example, there are at least 50 centers that specialize in the treatment of tinnitus. It is important early on to identify the specialty centers that are most relevant to your product and where it is most likely to be used.
The existence of centers specializing in your therapeutic areas can give you several advantages to launching a pharmaceutical or medical device in Europe. First, recruiting candidates for clinical trials and tracking results is easier and more efficient if there are centers specializing in that condition or disease. The key opinion leaders (KOLs) at these centers can give you crucial feedback on current practices and the medical need for your product. In fact, KOLs may be even more important to a successful product launch in Europe than in other markets.
Second, if you are trying to get a foothold in the marketplace with a new product, selling your product first to a recognized center of excellence can lead to a more effective product launch. Let's say you have a medical device for the treatment of tinnitus. Targeting a few key specialty centers could generate word-of-mouth advertising as the physicians in those centers publish papers and give presentations to the wider tinnitus community.
Marketing that same product in the United States would be more difficult because physicians who specialize in tinnitus are not centralized.
Even with these advantages, a European launch is not without its complications, which means potential pitfalls if you don't know the individual geographical and customer markets and develop the right strategy for each:
- Despite the EU, Europe is still very fragmented. The centralized European Commission administers the CE Mark for medical devices and approves pharmaceuticals for marketing; but questions of insurance, pricing, reimbursement and other healthcare issues are handled differently from country to country. In Germany, for example, the authority for health insurance and reimbursement is separate from the German Ministry of Health; while in France, the Ministry of Health deals with all healthcare issues. It can take twice the time to resolve an issue in France as in Germany, because you are dealing with a government entity interested in multiple issues along with pricing. In Italy and Spain, it's even more fragmented with regional healthcare authorities influencing decisions. For example, reimbursement can be different in Lombardia, in northern Italy, than it is in Sicily.
- In each country, the specialists who treat patients may not be the same as in the United States. For instance in Germany, office specialists operating in the public sector, who give injections of hyaluronic acid for early stage arthritis, predominantly use multiple injection treatments; whereas orthopaedic physicians in Spain mostly operate in the private sector and use the more effective single injection therapies. The differences are driven by the different reimbursement policies in Germany and Spain — policies that apply to the physician as well as the product.
- Other European countries not in the EU (Switzerland, for example) do not recognize the CE Mark and have their own systems for approving products for marketing.
An Opportunity Assessment, however, is a critical first step. We've said this before in discussing U.S. launches, and it's just as important with European launches. Surveying health care providers on a country-by-country basis will provide information that can be factored into the clinical trial protocols and product launch plans. Small differences in how a product is used or prescribed by providers can make a huge difference in where, and how big, the opportunity is and how the product is marketed.
Information from the Opportunity Assessment will allow you to:
- decide which European countries to target for your launch, and in what order;
- build a country-by-country forecast of unit volume, revenue and profit;
- make a well-informed decision on whether to "go it alone" in marketing your product in Europe, sell your product through European distributors, or partner with a company already well established in Europe;
- and negotiate better performance-driven contracts with qualified distributors, if that is the chosen strategy.
Wednesday, December 16, 2009
We are all familiar with barcodes, we see them on products everywhere. But there are some new forms of barcodes, 2D barcodes (for 2 dimensional) that we will be seeing more and more for use with mobile devices.
Getting the necessary software into handsets has always been one of the biggest hurdles for the adoption of 2D barcodes, but the emergence of “app stores” has helped a lot. Plus several handset manufacturers are rumored to have pre-installed barcode readers for future releases. In Japan, QR barcodes (See images) have been very popular for years, and there are QR barcodes on many items including billboards, magazine ads, even T-shirts.
Monday, December 14, 2009
Endo will own any compounds developed under the collaboration and will be responsible for worldwide commercialization.
Under an initial 3-year agreement, Jubilant will receive from Endo research funding and success-based development milestones and royalties on the successful commercialization of the compounds developed.
Endo Pharmaceuticals, is a specialty pharmaceutical company engaged in R&D, sales and marketing of branded and generic medicines in pain management, urology, endocrinology and oncology.
Commenting on the collaboration, Shyam Bhartia, chairman & managing director and Hari Bhartia, co-chairman & managing director, of Jubilant said: "We are pleased to announce this collaboration with Endo Pharmaceuticals and look forward to the prospect of contributing to Endo's expanding discovery pipeline. We anticipate significant rewards on successful development of compounds and its subsequent commercialization. This partnership continues to demonstrate Jubilant's mission to be India's largest provider of innovative solutions for accelerating global drug development and enabling affordable patient care."
At STINSON Brand Innovation, we have expanded our health, science, and technology branding work into India through a collaboration with BrandCare, a leading pharma brand management agency based in Mumbai.
Friday, December 11, 2009
Entitled "Conversations for a Smarter Planet," this ad campaign seeks to establish its new position as a trusted global services partner. This particular ad speaks to the current topic of healthcare reform.
Certainly for IBM this campaign takes risks:
- They’re connecting readers with IBM’s IT solutions to real global issues
- They’re employing a very copy heavy approach
- And worst of all, they’re daring to engage us in a conversation.
The story moves quickly to connect with us, share an honest story about a particular problem, and introduce examples of easy ways that IT can solve each problem. The closing motivates us to connect with IBM to discover more. At Stinson, we recognize these as the hallmarks of our C.H.E.M.® tool. But examine this copy deeper and the craftsmanship is everywhere, from economical phrasing and succinct word choices to parallel paragraph and sentence construction.
Green publisher Joel Makower comments in his blog that the “series of fascinating full-page ads from IBM Corp. got the better of me.” Later in his review he asks, “Can a series of ads really start a conversation with customers that will lead to profitable engagements, unprecedented partnerships, and systemic transformations that improve all of our lives? I’ll reserve the right to maintain a healthy dose of skepticism. But you’ve got to like IBM’s bold, clear vision.”
Make no mistake — good copy writing takes time and energy. What makes this ad really strong is that you never feel like IBM is attempting to sell you. Instead you feel drawn into an honest conversation concerning global issues – and in this case, an intelligent conversation with a partner that has carefully envisioned the road ahead. Read more about this series at asmarterplanet.com and www.ibm.com/think.
Click here to read Joel Makower’s comments on this series.
Thursday, December 10, 2009
History has taught us that now is the perfect time to step up our branding efforts to ensure that we inspire customers – medical professionals and patients alike – to feel a closer relationship with our products.
Wednesday, December 09, 2009
StemSave – a brand to watch because "human imagination is always ahead of the advance of technology"
StemSave is now offering to bank your own cells. The promise of stem cells has been in scientists’ imagination for a long time, yet what StemSave does seems to make a step forward to making the potentials of stem cell technology become more real.
The New York-based company can harvest stem cells from human teeth and preserve them in the lab to keep cells alive.
Some experts call it insurance against the uncertainty of the future and there are already people lining up for the procedure. Researchers at the National Institutes of Health (NIH) discovered stem cells in teeth and stem cell research is envisioned to eventually treat conditions like diabetes, heart disease, leukemia, and more.
However, experts cautiously suggest that this kind of procedure is still not essentially efficient as it is neither cost-effective nor energy-efficient. But it could be a timely opportunity to secure and store the family’s own unique stem cells to treat future disease or injury. After all, human imagination is always ahead of the advance of technology.
For more information, view the company website.
You can also click here to read their blog.
Tuesday, December 08, 2009
8th annual Charlotte Biotechnology Conference: “uniting and leveraging resources to maintain and foster new developments”
I was pleased to attend the 8th annual Charlotte Biotechnology Conference at the beautiful new Bioinformatics & Genomics Center on the campus of UNCC. Sponsored by the Charlotte Research Institute, attendees included biotechnology and life sciences industry leaders, government and finance partners, as well as faculty and students from several surrounding colleges and universities. Participants numbered well over 300, making this year’s event their largest ever.
With so many economic challenges in the U.S. and worldwide over the last 18 months, many of the presentations and discussions were related to uniting and leveraging resources to maintain and foster new developments in the biotechnology sector.
The consensus was that our region has done an outstanding job in collaborating and networking to overcome these challenges. As a result, North Carolina is now #3 in the biotechnology field, trailing only California and Massachusetts. While funding and resources may be somewhat more scarce than in the recent past, these are still very exciting times in the industry and many expect that renewed growth is not far away.
Specifically, the Greater Charlotte region is home to more than two dozen bioscience companies in a variety of fields including nutrition studies, nanotechnology, bioinformatics and computational biology. The region also has North Carolina’s largest concentration of biomedical device companies.
The keynote speaker was Dr. Anthony Atala, renowned surgeon and researcher from Wake Forest University. Dr. Atala provided a fascinating look into the world of tissue engineering, regenerative medicine, and stem cell biology. The advances in growing new human tissues and organs are absolutely incredible. The work in this field by experts like Dr. Atala and others will certainly play a significant role in the medical profession’s ability to repair or replace substantially more diseased tissues and organs in the future.
Just prior to his presentation, Dr. Atala showed a video called “Nano Girls”, a spoof on PhD candidates and their work in the lab, created by UNCC graduate student Kevin Major and his team. For those of you in the mood for a good chuckle, check out this link:
Other topics and speakers included:
Future Trends in Biotechnology Funding
- Michael Luther, PhD, President, David H. Murdock Research Institute (DHMRI)
- June Blalock, Office of Technology Transfer, US Department of Agriculture
- Daniel Shaughnessy, PhD, Program Administrator, Susceptibility and Population Health Branch Division of Extramural Research and Training, National Institute of Environmental Health Sciences (NIEHS), National Institutes of Health
- Joanne Tornow, PhD, Senior Advisor, Office of the Assistant Director, Directorate for the Biological Sciences, National Science Foundation
- Mark Rumsey, News Host & Community Engagement Coordinator, WFAE-FM
- Simon Pedder, PhD, CEO and Founder, Chelsea Therapeutics International, Inc.
- Tammy Trexler-Whaley, Regional Manager, Economic Development, Duke Energy
- Todd Wiebusch, CEO and Board President, Saebo, Inc.
- Daniel B. Vorhaus, Attorney - Robinson, Bradshaw & Hinson - “Commercialization Strategies for Biotechnology, Pharmaceutical & Genomics Research”
- Mirsad Hadzikadic, PhD, Director - NC Complex Systems Institute, UNC Charlotte - “Complex Software Systems and 411fit.com”
- Jeffrey A. Kline, MD, Director - Emergency Medical Research, Carolinas Medical Center - “Commercializable Research from CMC”
- Carol Cheatham, PhD, Assistant Professor - Nutrition Research Institute, UNC Chapel Hill - “Nutrition Impact on Pediatric Brain Development”
- Pinku Mukherjee, PhD, Irwin Belk Endowed Scholar for Cancer Research & Associate Professor of Biology, UNC Charlotte - “Pancreatic Cancer Progression and Metastasis”
Thursday, December 03, 2009
Advances in medicine can begin with a sudden insight or arise from years of meticulous research.
At STINSON Brand Innovation, we love developing brand stories for new medical advancements – to support effective communication of ideas that can transform health, science, and technology.
What’s more, we love to share stories of people, companies, and institutions that are accelerating the adoption of new ideas. Because “faster” is what we’re all about.
So, in this blog, here are four stories about medical researches at Rush University Medical Center in Chicago. These are doctors and researchers taking every opportunity to move medicine into the future, with the aim of improving patient care.
1. The gates of knowledge – through ion channels
For years, researchers have been searching for a vital piece to the puzzle of how cells function in the body.
The puzzle involves the process for the opening and closing of ion channels — the pore-like pathways that allow the movement of ions across the membrane of the cell. Ions are electrically charged particles that control how cells work. The answer to this puzzle could lead to giant strides in understanding many diseases and their treatments. For example, cystic fibrosis, type 2 diabetes and heart disease involve malfunctions in ion channels.
A study at Rush may hold the missing piece — bubbles.
According to study author Bob Eisenberg, PhD, bubbles can form and break inside the tiny pathways. The ions are blocked by a bubble and are free to travel when the bubble breaks. This on-and-off mechanism lets the bubbles function as gates for ions. Dr. Eisenberg is chair of the Department of Molecular Biophysics and Physiology at Rush and a national leader in ion channel research.
The understanding of the link between ion channels and disease is relatively new. If this insight about bubbles as gates is confirmed, it could change the way researchers study many diseases and ultimately lead to new ways to manage or even cure them.
To read more about Eisneberg's research, click here to visit his laboratory homepage.
2. The road less traveled – in Huntington's disease
Huntington's disease involves problems with thinking, memory and personality, but jerky, involuntary movements called chorea are the hallmark symptom. It is rare enough to be classified as an "orphan disease," so few researchers focus on it. That's why, until recently, treatment for Huntington's disease has been woefully inadequate.
Now, however, a study at Rush has helped lead to the U.S. Food and Drug Administration's approval of a new drug called tetrabenazine — the first treatment for Huntington's disease to be approved in the United States.
Tetrabenazine treats chorea in Huntington's disease, and according to Kathleen Shannon, MD, a movement disorders specialist at Rush, virtually everyone with significant chorea responds to it.
"This drug decreases the chorea of Huntington's," Shannon says. "Patients see really substantial improvement."
Tetrabenazine isn't a cure for Huntington's disease, and it does have side effects. But it can significantly improve the quality of life for people with this condition.
3. Keeping people moving – with biomechanical loading
Thousands of people are walking — and running — today because surgeons have replaced their damaged joints. In fact, orthopedic surgeons at Rush pioneered many advances in joint replacement surgery. But researchers at Rush also look for ways to alleviate joint problems without surgery.
According to Joel Block, MD, a rheumatologist at Rush, changing the way people walk may help. Dr. Block researches osteoarthritis and cartilage cell biology and has published numerous articles on these and other issues in rheumatology.
Block and others are studying biomechanical loading of the knee — the force exerted on this joint as you walk. Previous evidence suggested altering the way the foot is positioned can reduce such loading, and Block's group designed a shoe insert that does just that. The insert — which mimics barefoot walking — reduces the load on the knee by about 12 percent. "For people in this study, their pain got substantially better and the progression of their condition was significantly reduced," Block says.
If this ongoing study confirms the benefits of relieving the biomechanical load on the knee, it could mean therapies such as shoe inserts could help some people delay joint replacement surgery.
4. Hitting a moving target – with new cancer treatments
Radiation therapy has helped thousands of people become cancer free. But it can cause side effects such as red, blistered skin; fatigue; nausea and vomiting.
Newer cancer treatments aim to lessen these problems by killing the cancer without harming normal cells. Rush is on the leading edge of these targeted treatments with technologies that do just that.
For example, a special computed tomography (CT) scanner uses 4-D to focus radiation at targets that don’t stand still.
"With lung cancer, the tumor can move as the patient breathes," says Thomas Zusag, MD, a radiation oncologist at Rush. "We use the movement pattern to target the treatment." Dr. Zusag, researches precision radiation treatments and specializes in lung and gynecologic cancers.
Standard CT scanning works by taking multiple x-rays as it rotates around the patient. The 4-D CT has an additional sensor that reconstructs the movement of the tumor through the respiratory cycle. This creates a composite picture of the area the tumor occupies over time. Sophisticated treatment machines, such as Varian Trilogy and TomoTherapy, then use this information to direct radiation to the exact area, sparing surrounding tissue. Both of these treatment options are also available at Rush.
Precise treatments such as these spare normal tissue and reduce side effects, which is also the goal of targeted drug treatments — to kill the cancer without harming normal cells.
There are many kinds of targeted drug therapies, and researchers at Rush are working to find more. According to Stephanie Gregory, MD, hematologist and oncologist, Rush is participating in the development of a drug called an SYK inhibitor that works by preventing cancer cells from dividing, while sparing healthy cells. If approved, it will be an important tool for fighting cancer. Dr. Gregory specializes in blood cancers. She is involved in research on targeted therapies for cancer and is the medical director of the Section of Hematology at Rush.
Targeted therapies are often used in combination with other cancer treatments. Find out about other cancer therapies by visiting www.rush.edu/discover.
Wednesday, December 02, 2009
Such "comparative effectiveness" studies have already cast doubt on new blood pressure and schizophrenia drugs, as well as spinal fusions and other surgeries. And the latest case involves a very expensive ox: the heart procedure angioplasty.
A series of studies — the newest published in the June 11 issue of The New England Journal of Medicine — finds that stable patients with chronic heart disease who have the angioplasty procedure get little benefit compared with similar patients treated only with drugs, such as Pfizer's cholesterol-lowering Lipitor and other statins, plus aspirin.
That's why there's a growing effort led by physicians, health insurers and even state legislatures to make sure patients truly understand the medical evidence about angioplasty and other treatments and procedures. Once informed, the patients are encouraged to make their own choices. This idea is shared (or informed) decision-making.
Studies show that this process, using comprehensive videos and other materials prepared by groups such as the non-profit Foundation for Informed Medical Decision Making (FIMDM), leads patients to choose conservative options more often. Put into widespread use, the approach has the potential to trim hundreds of billions of dollars from the nation's $2.4 trillion healthcare bill.
Some health insurers are modifying their strategies. Pennsylvania's Highmark tries to contact patients when a claim comes in for an MRI for back pain, showing that they may be facing a choice. "We may send a card saying, 'Do you know you can call in for materials?'" says Chief Medical Officer Dr. Donald R. Fischer.
So far, these efforts reach only a tiny percentage of patients. When FIMDM was set up in 1989, "we totally minimized the difficulty of getting this used," says Massachusetts General's Mulley. One reason is that people are naturally suspicious of information from insurers or employers. "The tension in this is whether it is just another way to talk patients out of something expensive," says Kaiser's Wallace.
There's another obstacle in getting information out: It's hard to reach patients before they've seen their specialists and gotten a perhaps incomplete picture of the risks and benefits of a procedure. That problem is particularly acute with angioplasty, because patients are typically whisked in for the procedure immediately after having diagnostic tests, according to BusinessWeek.
To get more information to patients, advocates are pushing to change the incentives in the healthcare system. The Washington State law, for instance, mandates demonstration projects in shared decision-making and raises malpractice protections for doctors who use the approach. Other ideas include adding reimbursements for the decision-making process itself or paying a flat rate for an episode of, say, back pain, regardless of the treatment.
The field is also expected to get a boost from new comparative effectiveness research. The Obama Administration is now pumping $1.1 billion into trials that will compare treatments.
What do you think will drive shared decision-making: politics, economics, or good medicine?
Monday, November 30, 2009
Last week, Merck KGaA announced plans to strengthen its global research and development capabilities of its Merck Serono division by establishing a global R&D center in Beijing, China.
Merck is planning to invest more than $150 million and create more than 200 new qualified jobs over the next four years to set up the China R&D center and conduct R&D activities in China.
"The creation of the China R&D center marks a new milestone in Merck Serono's commitment to China, where there is a rising demand for more healthcare options," said Elmar Schnee, Executive Board Member with responsibility for the Pharmaceuticals business sector. "We are committed to investing in areas that can help China to address some of its public health needs that currently are not met."
"China is a country with talented scientists and high-quality research," added Bernhard Kirschbaum, Executive Vice President, Research and Development for Merck Serono. "We will recruit more R&D talent in China and build a world-class organization in China that will extend our global R&D expertise and capabilities."
The China R&D organization will become one of the key R&D hubs for Merck Serono worldwide. Key hubs so far are Germany, Switzerland and the United States.
The China team will lead drug development for China and other Asian countries, for local clinical trials as well as for the participation in global clinical trials. The team also will ensure the management of collaborations with research institutions in China and continue to look for partnerships with local academic institutions and companies. Research activities conducted in the China R&D center will mainly focus on biomarker research including pharmacogenomics and bioanalytics activities.
Merck Serono already has some research collaborations in China and plans to further develop its collaboration network and build its R&D strategy on more innovation opportunities by tapping into the Chinese scientific expertise.
Merck Serono China currently employs more than 1,000 persons nationwide.
Merck Serono China offers a portfolio of innovative medicines, including the division‚s leading brands serving patients with cancer (Erbitux®), multiple sclerosis (Rebif®), infertility (Gonal-f®), endocrine and metabolic disorders (Saizen®), as well as cardiometabolic diseases (Concor®, Euthyrox®).
Tuesday, November 24, 2009
When we use our C.H.E.M. tool to create ads for our clients, we not only Connect with our audience, provide Honest information, and make content Easy to follow, but we also ensure that we Motivate our targets to take action.
In today’s environment, a clear call to action drives customers and potential customers to a website. Unique URLs for each ad can help track the promotional efforts and be a measure of ROI.
In a recent issue of B-to-B Magazine, five campaigns were reviewed specifically on their ability to drive visits to the web site:
- Energy concern Petrobras had only a scant reference to its Web site, as a standalone element in the bottom left-hand corner of the ad.
- Deutsche Bank gives readers no incentive to visit its web site.
- Sun Microsystems and technology services provider Computer Sciences Corp. offer to help companies with their identity and access management programs – with a reason to visit the web to “watch a compelling video on the importance of identity management. ...” Now that's more like it. (There's one big problem: the URL is 50 characters long.)
- Adobe Systems offers a URL better look at its product in action and a free trial of the system.
- IBM Corp’s ad “Leaner. Meaner. Greener” ends on an effective note inviting readers to see a webcast. The landing page has a talking owl that picks up where the ad leaves off. That's the kind of print/Web synergy that more advertisers need.
As we at Stinson Brand Innovation are creating campaigns, we also want to point readers in right direction – to the web.
- Fujirebio Diagnostics is building web traffic from European physicians through an ad we developed for Italian medical journals. The unique URL helps track ROI by associating the specific URL directly to the ad placement.
- Vivaglobin® ads in a consumer journal urge patients to consult with their doctors about therapy and also encourage them to visit our branded website for more information.
- Privigen® has an attention-grabbing, die-cut physician ad – a rarity in medical journals, driving physicians and pharmacists to the branded website.
Monday, November 23, 2009
Until last year, biotech as an industry has NEVER made a profit since the category’s founding by Genentech 42 years ago.
In 2008, biotech turned its first profit according to a survey by Burrill & Co. cited in BusinessWeek. Total profits reached $9.4 billion; however, $8 billion of those profits originated from just three companies – Amgen, Genentech, and Gilead Sciences.
Only sixty-four other publicly traded biotechs pulled a profit. The remaining 306 publically traded companies lost a combined $6 billion.
The future looks challenging with more than 120 firms reporting less than six months of cash on hand.
Thursday, November 19, 2009
And despite the challenges, Junichi Obata of Covidien admits he can’t ignore India either.
“If it were about discretionary spending, healthcare companies would have been one of the worst casualties of the slowdown.
“But imagine having half the pills the doctor recommends, or staying half the duration of the suggested hospital stay, because you want to save for a rainy day! Not possible right? That is why we could say that if a healthcare company’s fundamentals are right, the impact of recession will be severely limited.
“Covidien International, a $10 billion player in the global healthcare market, is one such company.”
That’s the opening of a recent article by Neha Saraiya, in “4Ps Business & Marketing,” one of the largest business weeklies of the India. Here are highlights from her interview published earlier this summer with Junichi Obata of Covidien International:
Covidien International currently operates in four segments of product lines, which include medical devices, imaging solutions, pharmaceutical products and medical supplies. It prides itself in working closely with medical practitioners for innovation and product development. Although it announced its entry recently, the company is not a new entrant into the Indian market as it had a small presence earlier as Tyco Healthcare since 2002. In fact, in the areas of Bariatic surgery and laparoscopic gastrointestinal surgery, the company already has a credible market share.
Junichi Obata is the President of Covidien International and is credited with helping the company make great strides into the emerging markets, where neither economies nor populations are aging. Jun believes in ‘talking less and doing more’. Jun attributes the solid operational performance to constant innovation and market share gains made by the company.
On India operations, Jun explains, “We have been operating in India much earlier. Brands such as ValleyLab and Puritan Bennett are trusted brands among the medical professionals. We will leverage our earlier experience to confirm our commitment to India, and more importantly, we will leverage the aforementioned competitive advantage to accelerate the growth in India.” But what about the logic of moving into India formally, at a time when companies are putting a halt on their expansion plans? “The Indian healthcare scenario is undergoing a complete makeover, with world class healthcare demands by the country’s increasingly prosperous middle class. Therefore tremendous synergy exists between what Covidien offers and the (requirements of) the roles played by leading Indian physicians and healthcare providers,” points out Jun.
As Jun would have us believe, there are several factors which distinguish Covidien from the competition globally, including exemplary customer relationships and professional education programs, diverse portfolio of leading brands, innovative products & solutions and global scale. Covidien has flexed up all its muscle and is banking on its overseas diversification in a big way, “Globalization is a key strategic focus for the company, and we do look at all emerging market opportunities. They include Asia, Eastern and Central Europe, Middle East, and Latin America. Besides India, China, Korea, and Taiwan are among the biggest market opportunities for Covidien,” affirms Jun. But that does not mean that the company has lost its focus for India.
It’s not easy to develop the market though, as India’s per capita spending on health is still below $100 per annum as compared to US, where it is around $4,000. This is despite increasing government spends, rise in standard of living and growth of medical insurance business. Moreover, MNCs in the pharma sector do face major problems in terms of patent laws too. While Jun does not want to comment on India-specific challenges at the moment, he talks to us about his plans for the company’s India operations as he says,“We currently have 120 people in India, and we have recently opened our new headquarters and dry lab in New Delhi. We will continue to accelerate the investment in our advocacy of world-class healthcare for India.”
Wednesday, November 18, 2009
In the turbulent, toss-about world of work in America, all kinds of people are worried about their positions. Who among us hasn't seen a helpful, smart, hard-working person get laid off? Being let go is not for last-place performers anymore. Everyone is at risk.
Can you avoid this? You can sure try. While no one may guarantee you a job these days, here are five tips from the Harvard Business Review on making your personal brand indispensable.
- Talk Directly to Your Manager
-Lay it all out on the table and sincerely ask for advice from your boss about your situation. You're not asking them to butter you up or paint a rosy picture. You're asking for the truth. You should take control of this process. In this meeting you should ask two questions. First, what can I improve upon? Second, what additional things can I do to help you do your job better?
- Learn Other People's Jobs
-It sounds calculating, but it's true. If you can do the work of two, you have a better chance of out-staying your peers. As with any worthwhile fitness program, you must cross-train for greater strength and resiliency.
- Be Profitable
-If you're not clear how your work either makes the company money or cuts costs - or both - you'd be wise to figure that out soon. If you need help, talk to trusted friends, coworkers and even your boss. Letting your boss know that you're trying to improve your contribution to the bottom line can't hurt. Plus, it's a reminder of how essential you are.
- Toot Your Own Horn - Loudly! - No one appreciates arrogance, but staying quiet about your contributions isn't wise right now. Whatever you do to move the company forward - stay late to complete a project, have a great call with a client, train someone else in a new skill or improve your output - make sure that your boss knows about it. Your resourcefulness and willingness to work hard are attributes most managers want to keep in-house.
- Rise Up and Take Command
-Amidst the devastation that layoffs leave behind, you have a unique opportunity to collect the remaining pieces and move quickly into management. Be the phoenix. This could be your opportunity to rise to the top. When departments are combined, take advantage of a re-shuffled deck. Management will be looking for new leaders to prevail. Plus, that way, when the company is back on its feet, you'll be a time-tested veteran who helped lead everyone through the worst of times. Your job could be more secure and well-paid than ever.
Tuesday, November 17, 2009
I’m originally from Louisiana, and having transplanted to Oklahoma and currently Chicago, I’ve always encountered the assumption that if I were from Louisiana then invariably I must be from New Orleans. Don’t get me wrong New Orleans is great, but it “ain’t” the place this Cajun girl calls home. (The difference between Creole and Cajun to some natives is like the difference between the Cubs and the White Sox.)
With the Big Easy having always been Louisiana’s tourism flagship, it seemed the most obvious brand association. But after Hurricane Katrina, Louisiana had to find a new strategy. The response was a new tourism campaign under the slogan “This is my Louisiana.” This campaign shifted the focus off the Big Easy and put the focus on known state personalities, as well as locals, sending out the message that the specific differentiation between the food we eat, the culture we enjoy, the language we speak and the way “we pass a good time” are what makes this state one you have to visit.
When it comes to brand associations, what a great way to connect to your current and new audiences – and then put the actual people behind your product, sharing their stories and brand personality.
See more about the "My Louisiana" campaign on www.LouisianaTravel.com
You can also see the campaign background on the agency’s website. Click here to read more.
Thursday, November 12, 2009
This blog was submitted by Greg Dosmann, our Associate Creative Director who sends many a brand into orbit.
Some things seem doomed to divide us: Cubs vs. Sox, Pepsi vs. Coke, Star Wars vs. Star Trek and so on. Each camp can make a convincing case to why theirs is better. For design nuts, it’s turning into an alpha vs. beta division in choosing between the right logo for NASA.
The logo that NASA adopted in 1950’s, and still uses today, is known as “the meatball” (above left). From 1975 to 1992 NASA used a different logo known as “the worm” (above right) but ultimately moved back “the meatball.” What’s the deal with that?
Most designers love “the worm” for obvious reasons. It’s simplified text stripped of essentials (no cross bar in the “A”); the A’s also appear as side-by-side rockets getting ready for lift off, and the flowing “A” to the “S” depict the speeding off into space. Compared to “the meatball,” everything about “the worm” is new, futuristic, brighter and leading to a bolder future. However, “the meatball” has a case of its own and one that ultimately is winning. A NASA Lewis Research Center employee designed the meatball logo back in 1959 and the result is a very amateurish mess, but this is why people love it. It embraces the human touch, and there is an amateur design tradition at NASA where crew members design the mission patch for their space suits before every launch. It also sheds light on how passionate the people of NASA are about outer space.
Even though “the meatball” was designed to fit the spacecraft of its time, it still reminds us of the triumph our country experienced with the Mercury and Apollo missions. I don’t know if it can recapture the glory for today’s NASA, but regardless, both logos are brilliant in their own ways.
Wednesday, November 11, 2009
I am a co-author in the book Wake Up Live the Life You Love: Living In the Now featuring over 40 other top professionals from all around the world. We are taking this book to the Best-Seller list today.
It is inspirational, motivational and full of advice anyone can use to find their life’s passion. It teaches us the secret is to live in the now. It is not enough to be alive; we must live in the present moment, or hopes and dreams may never materialize. This book is the perfect gift.
Living in the “now" means more than getting up every day to push back the curtains of possibility. It means, also, that we realize and appreciate everything in our lives, so that life becomes more real, more precious, and more rewarding.
So, please order your copy of the book TODAY.
Click here to purchase your copy.
Here's what readers are saying about the book:
“I find strength, and direction each time I pick up Living In The Now and read even one page. An entire story warms my heart and opens my mind as it guides me into the "now." What an inspirational book from a powerful group of authors! I've already ordered more as gifts!”
“This book contains personal accounts of overcoming challenges and gaining strength and wisdom through choosing to follow ones passions. I find these different stories very helpful, showing us that regardless of what circumstances one has to face, one can develop something much better out of it. Highly recommended! Good gift, good little read.”
“This book is motivational, inspiring, heart-breaking at points. What compelling real-life stories of being empowered to break through the things that hold us back!”
Please remember to order the book today.
Thank you for your help and support – it means a lot to me.
Tuesday, November 10, 2009
I am a co-author in the book Wake Up Live the Life You Love: Living In the Now featuring more than 40 co-authors who are top professionals from all around the world. We are taking this book to the Best Seller list tomorrow Wednesday, November 11.
So, please make a note on your schedule to order your copy of the book tomorrow.
Click here to purchase your copy.
Friday, November 06, 2009
So we created an e-book version of Florence Nightingale's Notes on Nursing. If you know nurses you'd like to thank for their service, click here to download this e-book for no charge.
This is one way we can celebrate the vital role that NPs play in bringing high-quality, cost-effective, comprehensive, patient-centered, personalized primary care to all populations of the US.
We were pleased that our press announcement of this offer was picked up by more than 200 media outlets across the country in only a matter of hours.
You can see how our Carolina partners will read it in Charlotte on CBS3 News. Click here for the Charlotte news.
And how one of our team member's family will see it on 7News Lafayette.
And click here for how our Boise office and clients can see it on Today’s Channel 6 News.
And how our client in Texas might read it in the Dallas Business Journal.
Other newspapers in which our story appears include:
Atlanta Business Chronicle
Austin Business Journal
Baltimore Business Journal
Boston Business Journal
Business First of Buffalo
Business Journal of Greater Milwaukee
Business Journal of Phoenix
Business Journal of the Greater Triad Area
Charlotte Business Journal
Cincinnati Business Courier
Dallas Business Journal
Dayton Business Journal
Denver Business Journal
Fort Wayne News Sentinel
Houston Business Journal
Jacksonville Business Journal
Kansas City Business Journal
Los Angeles Business
Memphis Business Journal
Minneapolis / St. Paul Business Journal
Philadelphia Business Journal
Pittsburgh Business Times
Sacramento Business Journal
San Antonio Business Journal
San Francisco Business Times
San Jose Business Journal
St. Louis Business Journal
Tampa Bay Business Journal
Triangle Business Journal
Washington Business Journal
Some health, science, and technology news that picked it up include:
Healthcare Industry Today
Media Industry Today
And other TV stations where it appears include:
KATC ABC-3 (Lafayette, LA)
KAZT IND-7 (Phoenix, AZ)
KCOY CBS-12 (Santa Maria, CA)
KDBC CBS-4 (El Paso, TX)
KFDA CBS-10 (Amarillo, TX)
KFVE MyNetworkTV-5 (Honolulu, HI)
KGUN ABC-9 (Tucson, AZ)
KHQ-TV NBC-6 (Spokane, WA)
KJCT-TV ABC-8 (Grand Junction, CO)
KMPH-TV FOX-26 (Fresno, CA)
KNOE-TV CBS-8 (Monroe, LA)
KOTA ABC-3 (Rapid City, SD)
KOTV-TV CBS-6 (Tulsa, OK)
KPTM-TV FOX-42 (Omaha, NE)
KRNV CBS-4 (Reno, NV)
KSBY-TV NBC-6 (San Luis Obispo, CA)
KTNV-TV ABC-13 (Las Vegas, NV)
KTTC NBC-10 (Rochester, MN)
KTVZ-TV NBC-21 (Bend, OR)
KVIA ABC-7 (El Paso, TX)
KXLT FOX-47 (Rochester, MN)
KXLY ABC (Spokane, WA)
KXVO-TV CW-15 (Omaha, NE)
KXXV-TV ABC-25 (Waco, TX)
WAFB CBS-9 (Baton Rouge, LA)
WAVE NBC-3 (Louisville, KY)
WBAY ABC-2 (Green Bay, WI)
WBOC CBS-16 (Salisbury, MD)
WCSC CBS-5 (Charleston, SC)
WCWG-TV CW-20 (Greensboro, NC)
WDBJ CBS-7 (Roanoke, VA)
WDRB FOX-41 (Louisville, KY)
WECT NBC-6 (Wilmington, NC)
WFIE NBC-14 (Evansville, IN)
WFLX FOX-29 (West Palm Beach, FL)
WHBF CBS-4 (Rock Island, IL)
WISTV NBC-10 (Columbia, SC)
WKBT-TV CBS-8 (La Crosse, WI)
WKRN ABC-2 (Nashville, TN)
WLNS CBS-6 (Lansing, MI)
WMC NBC-5 (Memphis, TN)
WOI ABC-5 (West Des Moines, IA)
WOIO CBS-19 (Cleveland, OH)
WRIC ABC-8 (Richmond, VA)
WSFX-TV FOX-26 (Wilmington, NC)
WSJV-TV FOX-28 (South Bend, IN)
WTHR NBC-13 (Indianapolis, IN)
WTNZ FOX-43 (Knoxville, TN)
WTOC CBS-11 (Savannah, GA)
WTVF-TV CBS-5 (Nashville, TN)
WTVM ABC-9 (Columbus, GA)
WUPV-TV CW-65 (Ashland, VA)
WVIR-TV NBC-29 (Charlottesville, VA)
WWBT NBC-12 (Richmond, VA)
WWSB ABC-7 (Sarasota, FL)
WXIX FOX-19 (Cincinnati, OH)
Thursday, November 05, 2009
In our company’s first 5 years, I’ve learned about the importance of a culture based on the core elements of a:
- Learning atmosphere: with mutual respect, diversity of ideas, and practical guidance
- Learning channels: interconnecting media of information and development tools
- Learning responsibility: personal strategic plans to raise expectations, knowledge, and performance
- Learning partnerships: cooperating with clients, partners, vendors, and medical consultants.
That’s the essence of our company’s Ethos.
Click here to read more about our company’s creative reflection in the latest issue of our company newsletter.
Wednesday, November 04, 2009
If you understand the differences between the functions of the hemispheres of the brain, you are scratching the surface to the age-old problem of why the left brain “Management” and right brain “Creatives” don’t always see eye to eye.
There is a real gap between analytical, logical reality-based Management and the creative, holistic, and impetuous Creatives. Management in business is in the application of the ideas, and Creatives in business is in the ideas themselves.
Compare and contrast these brain functions:
Traditional “ad agencies” get labeled as visual and creative, but not logical. However, many times their clients, who they are pitching ideas to, are the logical Management types.
So what is the solution? A Creative needs to learn to sell their idea to Management using management terms. Using analytical tools to explain creative solutions helps Management understand and buy into these conceptual ideas.
One tool that we could find beneficial in closing this gap, is Stinson Brand Innovation’s proprietary StrategicGPS®. It uses situation analysis and brand insight to develop strategy and tactical initiatives visual, focused, and executable. It helps to direct alignment and execution of tactics and resources. The tool plots relevant findings visually, so its memorable and enhances recall. And it allows use of metrics to track progress over time (time-oriented). It is the perfect blend of visual and logical process that helps Creatives and Management to meet in the middle to solve a problem.
While you’re thinking about this, why not take a Right Brain vs Left Brain test ... will you see the dancer turning clockwise or counterclockwise? Click here to take the test.
Tuesday, November 03, 2009
Are you a suit or a skirt?
That's just one of the many decisions you can make with MadMenYourself, which lets you build your own character from the ground up. Besides choosing precisely how you will look (down to the shape of your body), you'll be able to decide what accessories (including bow ties for the gents, a fur stole for the ladies) you'll be brandishing, and what scene you'll be inhabiting (office, picnic or night out?) There's no end to the combinations you can put together -- and best of all, all the art was provided by Dyna Moe.
It's like being in a casting session with Peggy and Ken -- only better.
Click here to see for yourself.
Thursday, October 29, 2009
- Regreterol – for Data Overload
- Bartiromacta – for Portfolio Compulsive Disorder
- Vertigore – for Green Inadequacy Complex
- Tequilacil – for Idea Dysfunction
- Sopranodone – for Water-Cooler-TV Dry Mouth
Wednesday, October 28, 2009
Click here for more information about GE Healthcare and the RSNA conference.
The annual RSNA conference attracts potential diagnostic imaging customers from around the globe. And it’s an important event for the GE Healthcare brand (80-90% of the company participates).
To make sure its employees and customers stayed connected, the company peppered its website with Twitter, blogs and custom-built features that catered to attendees’ individual needs.
“We wanted to take advantage of what’s going on in social media and decided to put a lot of different components into the site that would cause people to join the conversation,” according to Jim Salinsky, marketing communications manager at GE Healthcare, in EVENT MARKETER. Salinsky would tweet real-time interviews he conducted on the show floor and breaking news to transport the live experience online. “People that couldn’t come to the show said they could experience it just like anybody else by visiting the website.”
The company also allowed customers to customize their show experience both on- and offline. Via its On The Show Floor interactive map, customers could zoom in on specific product areas to pick and choose what products they wanted to learn more about.
Customers unable to visit the booth could still take a deep dive into product features while customers at the show could print a hardcopy to make better use of their time at the booth. Customers could also personalize their experience by selecting the My RSNA feature. Users created a profile then added products to their page and, for those going to the live event, scheduled sessions to attend during the show.
The 2008 RSNA website saw triple the traffic compared to previous years. Before and during the event, the website received about 2,000 page views per day. In the first two months the site was live it generated more than 31,500 page views. The website is still being used to give potential customers access to product information.
Next month, more than 650 health, science, and technology companies will exhibit at the RSNA 2009 meeting to be held November 26 to December 4 at McCormick Place in Chicago.