Dave Lockwood

Articles by Dave All articles by Dave

• 2015 EFFIE Award Preview: Project Architeuthis: Engaging America's Cyber Warriors in Marketing Daily on 06/02/2015
  

  Despite many other challenges, the goal for recruiting cryptologists - sailors who make and break codes and are responsible for Navy's digital/cyber security - was not reduced vs. the prior year.

• Should Health-Care Systems Advertise? in Marketing: Health on 10/03/2014
  

  I was nearly speechless when I read a recent blog post from Knowledge@Wharton, a business analysis journal from the Wharton School of the University of Pennsylvania, questioning whether health-care system advertising should be regulated or even banned. Here are a few excerpts to give you a taste of the editorial flavor.

• The Decreasing Role Of Awareness in Marketing: Health on 08/18/2014
  

  Just about every client assignment brief I've seen in the past year, whether a health care brand or not, has included "increase brand awareness" as a primary objective. While hard to argue with, it always leaves me feeling underwhelmed. Granted, if your health care brand is in the midst of a merger or acquisition, ensuring that people comprehend its new identity is important. But even then, to strive to simply create awareness of a brand and not have deeper expectations of a communications program dramatically underestimates its potential business value and lets the investment off the hook too easily.

• Empathy: Increase Success Rate In Communications  in Marketing: Health on 06/06/2014
  

  There's an incredibly powerful video that has been circulating socially over the past year or so created by Cleveland Clinic, called "Empathy: The Human Connection To Patient Care." It provides a moving reminder not to assume that we know what patients and other people are going through. As I observe and discuss with others the rapidly changing healthcare market, it seems to me that many organizations often make that same mistaken assumption as communicators. We assume what our target audiences understand our healthcare brands.

• Why Healthcare Communications Need Multidisciplinary Care in Marketing: Health on 02/07/2014
  

  In a world where a multidisciplinary care approach has become the system norm in holistically managing patient health, it may be time as a healthcare marketer to get a check-up on your own communications plan.

• The Next Frontier For Health System Marketing in Marketing: Health on 11/04/2013
  

  Like politics, healthcare marketing is often a local affair. In most areas, the battle for health system market share and brand strength is waged among competitors with high levels of familiarity regarding each other's strategies, approaches and tactics. With such an intimate, up-close perspective on brands and their communications, it's surprising to see similar battles playing out across markets. Health system brand archetypes that have withstood the test of time and are present in many markets include "the Caregiver" (focusing on compassionate care), "the Sage" (the leader in medical expertise) and "the Everyman" (leveraging scale and access).

• Fine Line Between Best-For-All And Best-For-Brand in Marketing: Health on 10/08/2013
  

  In the world of healthcare marketing, as brands brace for intensifying competitive activity and the pending tsunami of change that the Affordable Care Act promises, some lessons from outside the medical world have particular relevance.

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.