How We Think

Everyone likes a good David and Goliath story. So I was interested to learn how small banks have been taking aim at bigger firms with bolder messaging than usual. A recent Ad Age article states, “Small banks are declaring war on big banks.” And who can blame them? Small community banks have long been overshadowed and outspent by larger competitors in the marketplace. Unable to compete on scope of service or location, smaller banks have tried to differentiate themselves on attributes like personalized service or community involvement. But it’s one thing to tout your differences; it’s quite another to attack your competitors’ weaknesses. Most banks shy away from this approach, preferring to take the high road instead of engaging the enemy. And I’d be the first to agree that this strategy – if not done properly - could backfire by making a bank seem desperate or downright hostile. Plus, big banks have all the money in the world to launch a counter-offensive.

An important announcement from one of our clients, Quest Diagnostics, offers a glance at how healthcare is becoming more and more personalized—and how the need to pool critical data to improve treatments can override competitive concerns. In this case, Quest and other organizations, including some of its major competitors, will work together to compile their proprietary data on thousands of gene mutations in certain types of breast cancers to help improve the search for new drugs and biological treatments for those cancers. The quest for cures can make strange bedfellows, but it’s a sign of the times that companies are realizing they can only get so far alone. The patients of the world should benefit.

For more details on the new BRCA Share project, read the full article on Reuters.com.

Hope everyone had a great weekend! We’re very excited to announce that we just launched a microsite last week for Abbott Molecular! The microsite will be used as a tool to educate laboratories on Six Sigma—which is a benchmark that assesses the analytical performance of assays—and why it matters. Do you know your sigma? knowyoursigma.com

All you parents, teachers or students, if your school could use an extra $5,000 in funding, consider this: get your school to participate in the AMP it up! Challenge. Kids can learn about the cool stuff made in the state and flex their creativity.

Yes, everybody knows that millennials have a thing for mobile devices, multitasking, and social media. And it is no secret that when we say “banking,” you probably aren’t saying “extremely successful social media campaigns.” Well put that misperception to bed, because many banks are doing it, and doing it very well.

In addition to being president of Lowell General Hospital, Jody White must be a magician. That’s the only way I can explain how he managed to pull together three of his busiest physicians to join him, and me, for a panel discussion at this week’s DeviceTalks Boston. Sponsored by MassDevice.com, DeviceTalks Boston is an annual premier gathering of medtech companies (and the vendors who love them). We at KHJ called our panel presentation, “Hot Topics in Medical Marketing: Myth or Truth?”

Our thanks to Mr. White as well as Lowell General’s Dr. Richard Birkhead, chief of cardiology; Dr. Allan Hoffman, chief of vascular and interventional radiology; and Dr. Scott Sigman, chief of orthopedics, for their many thoughtful, honest and at times provocative responses to our questions on innovation, the sales-hospital relationship, and the changing role of the patient. A few of my favorite moments:

You love to defy conventional wisdom. Myth or truth?

Innovation is the leading purchasing driver. Social media can’t work in a regulated industry. Patients are low on the decision chain. Myths or truths? Join KHJ as we challenge commonly accepted ideas with the help of a panel of experts at DeviceTalks Boston, the premier gathering of who’s who in medtech. Be part of the conversation, and get ready to question everything you think you know.

I was at a BBQ this weekend. All of a sudden an elderly woman started choking on a piece of lamb. I’m talking serious choking here, the blue faced, Heimlich Maneuver isn’t working, OMG she’s gonna die kind of choking. Fortunately for her, a lot of doctors were there that day. At least 3 or 4 came running over to help. Somehow, they managed to dislodge the stubborn meat and get her breathing again.

It was one of those moments when you really know what your skills and talents are worth. As an advertising copywriter, I couldn’t help thinking, all I was qualified to do was write the obituary.

For years hospitals have struggled to define quality care in ways that speak to patients and consumers. But not only are quality benchmarking resources unknown to the less sophisticated consumer, but also an A+ rating one day could be an “average” ranking the next. Your brand’s ability to meaningfully reflect quality will increasingly be defined by those with whom you relate … the physicians, clinical staff and patients with whom you need to communicate and collaborate to create relationships that will have everyone endorsing your brand in a new social universe.

But what is the common thread that ties together quality care that is delivered to, experienced and sought by prospective patients? Relationships … collaborative relationships between hospitals and physicians ensure effective two-way communication, seamless delivery, care continuity and optimal outcomes when the patient is returned to the care of his or her referring physician. The physicians are confident the hospital is committed to delivering excellent quality and a positive patient outcome.