• by Barbie Romero , Yesterday

Chris Harris, SVP Client Strategy, Stella Rising, discusses why brandformance is the best of both worlds and more.

Do you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.

Chris Harris, SVP Client Strategy, Stella Rising: 

• Performance or  Brand: Can I answer ‘Brandformance’? When a brand truly means something, performance naturally follows (or at least facilitates performance marketing efforts)  — because strong bonds between people and brands always drive results.
• Caregivers or Care Seekers: Care Seekers. Helping people find the right - sometimes life changing - health solutions is what it’s all about — and let’s be honest, caregivers are care seekers at times, too.
• Telehealth Visit or In-Person Visit: Telehealth whenever possible — quick, convenient, and on my time. I love care that fits into real life. Plus, life’s too short to sit in a waiting room if you don’t have to.
• Fast Pivots or Long-Term Planning: Fast Pivots. The best long-term plans are the ones flexible enough to keep up. And we need to be brave enough to pivot from a long-term plan when necessary.
• Tried & True Channels or Bold New Tactics: Bold new tactics — they’re what keep marketing fresh. But I’ll never fully break up with the tried-and-true - because their effectiveness makes doing the Bold New Tactics possible.
• AI or Human Touch: Human Touch. AI gets you to the data and helps you act on it in amazing ways, but it’s humanity that gives the data meaning through context, empathy, nuance and judgement. It’s the blend that makes magic happen.
• Reaching Patients via HCP or Reaching Patients Directly: Directly. With every health message under more scrutiny than ever, it’s so important to reach the right people, with the right message, at the moments they’re most ready to hear it. Helping someone discover a potentially life-changing solution on their healthcare journey is what it’s all about.

 If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.