Product complexity is a particular challenge for healthcare marketers, as illustrated during a conversation at MediaPost’s Marketing Health conference on Monday. “You don’t want to confuse your audience,” said Gaurav Bhatia, VP and Digital Strategy at AARP Services. The solution is to “keep the message simple and consistent across all [media] channels.” Not so, said Dave Lockwood, Group Director of Solutions Planning at Interpublic's Lowe Campbell Ewald. The industry, Lockwood said, is “long past the days of a single message across channels.” Single message or not, achieving simplicity requires “a lot of ingenuity,” said Mark DiMassimo, CEO and Founder of DiMassimo Goldstein. “In a world of cluttered messages, people are trying to find themselves.”