Robin ShapiroMember since January 2015Contact Robin
- President and Chief Creative Officer CAHG
- Chicago Illinois
- 60601 USA
Articles by Robin All articles by Robin
- The 6 Bad Habits Stopping Healthcare Agencies And Their Clients From Achieving Greater Marketing Effectiveness in
Marketing: Health on
A few years ago, I was struck by a moment of complete, utter professional embarrassment. We had finally gained alignment on a new global campaign for a launch product. It was a painful experience, filled with strategic twists, rounds of creative, costly do-overs, and frustrated team members. This broken process cost a million dollars! Granted, it was a complicated client situation: a collaboration between two successful healthcare companies with U.S. and global regions with distinct marketing challenges. All of this complexity pointed to significant challenges, especially related to creative alignment.