I’ve written tons of briefs. Mostly for ads. The last quarter ton have been mostly brand strategy briefs which create “the organizing principle for product, experience and messaging.” My first healthcare brand brief was for the North Shore-LIJ Health System, now Northwell Health. Fifteen years and 3 agencies later, I’m still excited to hear my strategy every time it pops up on radio, TV or community newspaper. But my head wasn’t into it when I first put paper to pen – I mean how exciting could a healthcare brand be?
Healthcare, even back in the day, was a crazy fertile space to develop strategy. We’re not just talking whiter teeth here (done that), we’re talking life. Death sometimes. Family. And powerful emotions.
Since North Shore, I’ve done hospice work, nutrition, obesity, accountable care, senior care, acute rehab and global care. The insights have been some of the most exciting I’ve ever encountered. Healthcare is even more exciting today, if you make it so.