Personalized, More or Less

We live in an increasingly impersonal world. We hide behind technology. We text instead of talking – sometimes when we’re in the same room. We shop online. We “share” virtually. Yet — and, to some degree, as a result — we also live in a world where information about us is more widely available than ever, creating the ability to hyper-personalize communication and track our every move (as the Ed Snowden revelations remind us). So what does this emerging tension—the impersonal nature of technology-driven interchange vs. the personalization enabled by the vast array of data trailing behind such...

Top Tips for Working with Mommy Bloggers

Mommy bloggers can be passionate and influential advocates of a brand – shaping reputations, building online visibility and influencing key healthcare decisions for their families. According to the Department of Labor, “Women make approximately 80 percent of health care decisions for their families and are more likely to be the care givers when a family member falls ill.” Based on our experiences managing blogger relations programs  on behalf of major healthcare brands, we’ve collected some of our pearls of wisdom specific to working with these moms. If your product is close to her children, it is close to her...

Get your hands off my genes!

Recently the U.S. Supreme Court ruled that human genes cannot be patented and that any existing patents on one or more of our naturally occurring 22,000 genes will now be invalid. The case centered around Myriad Genetics patent claim on two genes associated with a higher risk of breast and ovarian cancer, BRCA1 and BRCA2. Myriad had patented both the diagnostic test for these genes and the genes themselves and held the market monopoly, charging on average $3,500 per test, a price that Angelina Jolie recently described in her New York Times article as “an obstacle for many women.” To use the genes/jeans analogy, original store-bought...