Medical research relies on tests with reproducible results, and the same maxim applies to healthcare marketing and education. Marketers need to understand what works, what doesn't, and the methods of delivery that resonate with patients. To that end, communications should be assessed using A/B testing.

Show me a brilliantly creative healthcare ad and I'll show you a simple ad. Simplicity is the secret sauce to much of the advertising that creatives love, but more importantly, it's the secret to what usually works for patients, health care professionals and our clients.

Asking "What's Powerful Now?" delivers value dynamically in the moment by harnessing the rapid pace of behavioral change in today's health journeys.

The great physicist Richard Feynman famously said, "If you think you understand quantum mechanics, then you don't understand quantum mechanics." The same might be said of today's inter-relationships in healthcare. It was complex enough when there were merely companies, agencies, HCPs, hospitals, and a limited number of media platforms.

We live in a patient-empowered world. People understand their healthcare challenges like never before. They become mini-experts during their journey to getting diagnosed. Yet, once a patient arrives at their diagnosis, they reach an inflection point and are suddenly alone with their experience. That's where communities come in.