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We started film based on a desire to help clients effectively promote their products in a fast-paced media environment. We believe that to be effective in today’s market, programs must be designed to fit the lines of the media continuum. Our partners have decades of experience in the most important forms of communication – traditional marketing, direct marketing, social media engagement and digital marketing – and we have developed a method that integrates these unique disciplines into smart marketing. it should be: confirmation leads to conversion, regardless of media channel.

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The focus on diversity, equity and inclusion (DEI) has long been present for healthcare marketers, and when it comes to understanding how to expand our people in our communities and integrate them, we have realized that this is no easy task. We also learn more about biases and the need to work with them – biases our targets may have about certain health issues or institutions and biases we may have that guide how we think or feel about the people we work with.

In recent years, medical professionals have used best-in-class principles of neuroscience – the study of the human brain. Neuroscience can help us overcome prejudices, bridge gaps, and build projects and communications that inspire and motivate our goals to take action. Our latest SHMSD panel – Overcoming Bias: How to Unlock a Closed Mind? – helped us understand the nature of bias and how to take it into account, both when focusing on it and when building the best kind of communication about our responsibilities. The panel featured Donna Walthall, director of marketing at Dana-Farber Cancer Center in Boston, MA, and Dr. Sara Bridges, neurologist and director of Bridges Consulting.

Here are some key points that can help healthcare professionals who manage external communications and want to strengthen their organization’s DEI:

1. Remember, prejudices are inherent in everyone. Bias is a fact of life. Our brains are designed to keep us safe, and unconscious bias, or partiality, is a natural phenomenon that can manifest itself in any number of ways—from maintaining our mental strength to expressing our preferences. But left unchecked, biases can change the way we make decisions. For example, we tend to overestimate information that comes to mind easily or look for information that supports our beliefs. On a daily basis, there are many types of biases that come into play. And they need to be recognized and managed.

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2. To be successful, the entire community must embrace a commitment to diversity, equity and inclusion. It is not wrong for organizations to think that hiring a Chief Operating Officer (CDO) will solve all problems if they do not embrace and support the changes and programs that the CDO implements. Ph.D. Randal Pinkett, author of Data Driven DEI, emphasizes that successful DEI requires planning, measurement, and action—and that all of these key elements depend on the participation of the organization’s employees, who are accountable for their results. Dana-Farber’s Unwanted Behavior Guide, a guide to strengthening inclusive employee-led teamwork, describes everyday behaviors that every employee can take to accelerate organizational goals. Etc. Bridges recommends the following key practical tools for organizational bias:

3. Importantly, marketers should not assume that external auditors will accept our DEI obligations. Like us, our targets have biases that will affect their cooperation with us. An important example of this was shown by Dana-Farber, when their research showed that non-participation in community activities (participation in free mammography programs) was caused by several cognitive barriers, for example:

Therefore, marketing efforts are needed to confront these biases head-on with positive and encouraging messages that can compel the target to accept Dana-Farber’s offer and commit to helping the local community.

4. Opening closed minds requires building empathy. As mentioned above, empathy plays an important role in being able to implement programs that help the community support diversity. Empathy is the key to unlocking closed minds. Storytelling helps with empathy because it involves characters in the community, is culturally relevant, and removes the perceived fear a target may feel when entering an unfamiliar environment. At the heart of every good story is knowing and understanding your audience’s feelings, values and beliefs. Understanding values and beliefs, unrevealed by careful research, facilitates engagement. Useful lessons in communication skills that overcome bias include:

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• Do not compromise the purpose of survival and staying in power. We’ve learned time and time again that life goals rarely believe in doing nothing to be healthy. Example: smokers, who are often considered unhealthy, are more likely to try to choose a healthy diet or engage in alcohol. Either way, our target needs to know that what we’re doing will help them gain more control over their lives – not punish bad behavior.

• Keep communication personal, not institutional. Whenever possible, do not communicate through the clinic. Show people you like, keep the language of your peers and create images that are simple and easy to understand.

• Address the benefits of caring, not the problem. Greeting a target with a problem can create intimidation and discourage them from taking action. Emphasizing the positive benefits of self-care (eg, peace of mind, avoiding problems after the trip, being with loved ones) creates more benefits and care.

• Make it easy to take action. Give your goals easy steps to help yourself. Make an appointment. Call the phone number. Ask the experts. Give helpful direction, but don’t overdo it.

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In short, understanding how our brain works is the key to overcoming bias. And if we are trying to effect real change in our communities or to recognize and welcome our communities, a basic understanding of neuroscience is critical to success. About Penny Crosman Close Post About Penny twitter pennycrosman? Lang=en mailto penni.crosman@arizent .com link pennicrosman Aug 18, 2020 3:35 am EDT 8 min read

American Express is buying “mostly” Internet service provider Kabbage, but not the credit. So what does he see?

American says American Express can use the Kabbage program and gifts to provide a variety of services to small businesses that can compete with any bank.

Sam Kilmer, CEO of Cornerstone Consultants, said, “American Express makes sense because it allows them to bring in a more powerful technology and the technology team that goes with it at a better cost than building it and integrating it into the system.” Body”. “American Express is already one of the leading small business lenders in the country, helping them expand their use of technology to a broader and more qualified customer base,” he said.

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Amek has not said what it is paying Kabbage, although recent reports say the lender could be worth as much as $1 billion after SoftBank’s $250 million investment.

The technology developed by Kabbage is a lending platform that collects information about small business borrowers, including bank account information, payment processing information, social security information, shipping information, credit card information and accounting information.

Amek said he doesn’t plan many changes at Kabbage. “For now, the Kabbage brand and platform will continue to exist and will be operated and managed by the current Kabbage management team,” the spokesperson said.

“All of this information gives us a unique perspective on that business model,” said Catherine Petralia, Kabbage’s founder and president, in an interview. “That’s what helps the user experience we have today, it’s a very fast process.”

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The fact that Amex is buying the team and the technology, rather than the mortgage itself, speaks to the value of the technology itself, Kilmer said.

“It’s not a market grab or a buyout,” he said. “This is about intellectual property, its time to market and the impact on capacity,” he said.

Indeed, in an investor research note published on Tuesday, Keefe, Bruiette & Woods analyst Sanjay Sakhrani said the deal would have no impact on Amek’s profits in the near term.

In the long run, however, it may give Amex an edge over other lenders. Competing in microfinance, like consumer lending, requires the ability to make quick decisions, Kilmer said.

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