Healthcare Marketing

One of the unique things about the way I write copy is I’m always thinking about context and behavior. This seems obvious but the more marketing books you study the more you realize most of the tools and frameworks are siloed.  But what if you thought about marketing as three lenses that overlay one another…

My background is in direct response marketing with an emphasis on brand messaging and market positioning. Generally, this means I set the direction and write the copy. But one time, after I wrote the copy, I discovered the client’s implementation team couldn’t do the next step of making the copy “go live.” I thought, “How…