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I have always enjoyed reading what David Cassak, Editor-in-Chief of The MedTech Strategist, has to say about medical devices and innovation.  Recently, I participated in a column written by David that was published in the April 13th issue of The MedTech Strategist.  Enjoy, Bob

The Column

The argument that digital health proponents often make as to why they healthcare industry needs to step up its game – and quickly – when it comes to digital technologies is simply that if the whole work is incorporating digital technology into its day-today existence, how can healthcare not follow along? If virtually everyone on the planet has made smart phones and similar devices integral to every day functions, healthcare can’t help but become part of the phenomenon.

Can a similar argument be made for Social Media? If Facebook and Twitter have become major media of communication, shouldn’t healthcare companies find a way to incorporate those channels into their communications efforts as well? As the accompanying chart suggests, medial device companies – to take just one segment of the healthcare industry – lag far behind consumer and tech companies in their use of Social Media sites like Twitter and Facebook and generate dramatically fewer hits on Google and YouTube (See Figure 1). To be fair, more and more device companies are incorporating Social Media into a broader strategy that embraces a direct-to-consumer approach. Companies like sleep apnea specialist ResMed Inc., for example, diabetes company Dexcom Inc. or cold-therapy company MyoScience Inc. are not only aggressively using Social Media, they’re bringing on staff marketing folks who specialize in the media (See, “MysoScience: The Promise of Cold Therapy,” The MedTech Strategist, February 27, 2015)

Areas of online Influence

But effectively using Social Media isn’t simply a matter of racking up the most “likes” or hits. Bob Pearson, president and CIO of W2O Group, an integrated marketing agency powered by analytics, notes that all B2B and B2C populations follow what he calls “the 1, 9, 90 model” – i.e., “less than 1% of a population creates content, approximately 9% shares or moves content and 90% lurks and learns and benefits, via search mainly.” And he notes that device company customers – namely, hospitals and physicians – “are online, learning from each other today,” making it incumbent on medtech companies to begin to understand the 1% and 9% who create or share content “well enough to understand what [those customers] desire/need/ask about.” He says, “Patients, payors and other parties are often following each other and are learning form their communities.” More, he notes, providers aren’t just following providers. Thus the critical question Pearson poses is “What is the social media network that is shaping the market’s perception of a given device?”

Pearson insists that “it’s not all that important how many Facebook ‘likes’ a device company has.” That’s a nice metric, but largely irrelevant, he says. Rather, more important is whether device companies have “defined the exact audience that is shaping the market’s perception and activity related to a disorder or disease, a device or your company.”

Indeed, he says that while device companies are amazing at understanding which physicians are most important, how to train them and build relationships, nearly all such activities today are done in person and offline. “That same experience should continue online,” Pearson says.

But device companies can’t make customers and other influencers come to them. They “must become expert at Audience Architecture to identify, build and interact with their audiences in a highly engaging/content driven relationship.” In short, rather than just chasing “likes” or followers on any given social media channel, it’s about understanding your audience and how they’re participating in social media in all of its ramifications, and in particular, how that audience perceives and understands individual medical devices.

W2O Group, an independent global network of leading marketing communications firms, today reported another year of growth and progress with a 10 percent increase in revenue to nearly $83 million in 2014 from $75 million in 2013. W2O Group companies, comprising WCG, Twist and Brewlife, now employ more than 425 people in 10 U.S. offices and a growing London office and EMEA presence.

W2O Group Pragmatic Disruption Ad copyThe company also announced key senior management promotions designed to enhance client service and delivery, foster continued innovation of software-enabled services grounded in state-of-the-art analytics and insights, and position W2O for future growth and evolution internationally. Exemplifying this evolution, the firm’s digital health ecosystem and insights platform, MDigitalLife, stores more than 500,000 unique digital footprints of the world’s doctors, patients and health systems. This resource is used by numerous global clients, including nearly 70% of the world’s top pharma firms.

“2014 was a purposeful year of well-managed, profitable growth that will enable us to further diversify and innovate with our clients on a more global scale,” said W2O Group Chairman and CEO Jim Weiss. “We focused on getting the right systems in place and people in the right positions to ensure that as we expand into new regions and industry sectors, our teams are optimized to deliver flawlessly for our clients and that our infrastructure is aligned to support international growth. The moves we have already announced in 2015, including the acquisitions of ARC2 and VinTank and the hiring of Dorinda Marticorena to lead our Entertainment practice demonstrate how we are continuously evolving the firm to partner with clients in the most productive way possible. We will do all of this while staying true to our foundational #GoAhead #MakeItHappen culture that values and respects quality results and achievement, intelligence, independence, curiosity, courage and a #ChooseHappiness mindset.”

Key management promotions include the following:

Bob Pearson, President of W2O, will now also serve as Chief Innovation Officer to accelerate the firm’s software and technology offerings and facilitate and incubate new practices, offices and game-changing talent.

Jennifer Gottlieb, formerly President of Twist, which has more than doubled in size in the last three years, will become Chief Operating Officer and Head of Client Service for W2O Group and will run its three integrated marketing and communications firms.

Annalise Coady, who has run W2O’s London office and EMEA region, will become President of Twist, expanding the firm’s global footprint to accelerate and facilitate international expansion.

Aaron Strout, who has led the exponential growth of the Technology practice in the last few years, has been promoted to President of WCG. He is moving from Austin to the company’s Silicon Valley office to further focus and grow this area of expertise.

Carolyn Wang, who has been with the firm for over a decade, overseeing investor relations and corporate communications capabilities for life sciences and digital health clients, has been promoted to President of BrewLife to grow that firm in much the same way Jennifer Gottlieb led the growth of Twist.

Paul Dyer, who pioneered the firm’s social media, influencer analytics and digital capabilities, will become President of the firm’s centralized, yet-to-be renamed Analytics and Insights company and shared SaaS capability, which will serve W2O clients as well as its own client base. Seth Duncan, who has been integrally involved in creating the firm’s well-respected, industry-leading Analytics and Insights offering, has been promoted to Managing Director. He will work closely with Paul Dyer to enhance the current offering and develop a differentiated market research and influencer audience targeting sciences business.

Paulo Simas, formerly President of BrewLife, and Gary Grates, formerly head of W2O’s Global Change and Corporate Reputation practice, will now lead and grow a Global Business Design practice. That new practice will comprise those existing capabilities and expand beyond them to bring a differentiated branding and reputation offering to clients that will leverage the firms’ collective integrated analytics, insights, creative, digital technology and strategic media planning capabilities.

Mike Hartman, Chief Creative Officer of W2O Group, will expand the remit of that shared service to include strategic account planning and digital agency services such as customer user experience, e-commerce and social CRM planning and execution. He will also enhance the firm’s media and engagement and entertainment offerings with agile content development through W2O Group Films.

“Bob Pearson and Jenn Gottlieb will work together with this amazing group of people, who are stepping up into new roles and responsibilities, and their capable teams to deliver services, software and solutions that will exceed the expectations of our clients,” added Weiss. “We are expanding our healthcare offering, building technology into a practice as important to our future as healthcare, and developing our capabilities to create unique advantages for any brand in any industry. I have never been more excited about our future than I am today, and remain committed to making W2O Group the very best it can be for our clients and our people.”

Click here to view the press release.

Jim Weiss (CEO and Chairman – W2O Group) and Cathy Baron Tamraz (CEO – Businesswire) kicked off this afternoon with a PreCommerce Talk about Business Wire, which is the leading global commercial news wire.

Here is a summary of highlights of their discussion.

Cathy talked about how Business Wire now uses Content Capsules to share visual content along with news.  She talked about the importance of Business Wire’s reputation, much in keeping with the philosophy of their owner, Berkshire Hathaway and, of course Warren Buffet.  It is clear that Cathy treats the news of its clients as a treasured asset to be protected at all costs.  Right on.

The press release, by the way, is now 101 years old, according to Cathy.  Jim asked if the news release is still as important as it has been in the past.  Cathy gave the example that Apple utilized Business Wire to introduce its new watch.  Great way to answer the question succintly.

Jim discussed how W2O is partnering with Business Wire via NextWorks, led by Tim Bahr.  Cathy said that Intel is using the capsule, as well as Xerox, Cigna and more.  The key is that people are staying on the site for more than five minutes on average, which is far more important than counting clicks.  This portable website allows people to consume content anywhere, anytime and get the full story without having to travel to other locations.

In the Q&A, Cathy was asked “what about small companies who no one knows…what do they do?”  Cathy said you should not make the assumption that no one is watching….a release can be a great idea to get the word out for small businesses.  In fact, Business Wire built its business serving small companies that have grown up over the years, such as HP.  Jim added in that you can also identify the right influencers and keywords, so you help people find your story, which is important for any size company.  So if you are building a company out of your garage, Business Wire is an important part of your arsenal.

Jim ended with discussion of the concept of Storytizing…..and emphasized it is really about what others say about you, not what you say alone.  This speaks to the 1 and the 9 of the 1,9,90 model.  Empowering our audiences to tell our story is always the most powerful way to go.  Business Wire gets the word out….and great stories take it from there.  The fundamentals remain clear and simple.  The hard part is creating compelling content.  That’s on all of us.

Best, Bob

For more information on our SXW2O events and our speakers, please visit our website: http://w2oevents.com

In case you weren’t able to livestream our 5th Annual PreCommerce Summit here in Austin, here is a quick summary of Bob Pearson interviewing “The Facebook Effect” author David Kirkpatrick.  Below David shares his thoughts on his very first impression of Mark Zuckerberg, his thoughts on cyber security and what he thinks China is doing right in mobile, technology and social networking.

David shares his thoughts about Mark Zuckerberg.

David talks about the recent Sony hack and claims that no company is actually safe.

David discusses why China is far ahead when it comes to mobile, technology and social networking.

Bob Pearson (President – W2O Group)

Bob Pearson, President W2O GroupBio: Bob Pearson is the president of W2O Group. Before joining W2O Group, Bob was the vice president of communities and conversations at Dell Inc, where he was responsible for developing an industry-leading approach to the use of social media. Prior to Dell, Bob worked for Novartis Pharmaceuticals as Head of Global Corporate Communications and as Head of Global Pharma Communications, where he served on the Pharma Executive Committee. Before that he was the President of the Americans for GCI and was previously Vice President of Global Public Affairs & Media Relations at Phone Poulenc Rorer (now Sanofi Aventis). Bob is also an author, “Precommerce,” frequent speaker and blogger on social media, as well an instructor for Rutgers center for management and development and the Syracuse Center for Social Commerce.

 

David Kirkpatrick (CEO – Techonomy)

David KirkpatrickBio: Founder, host and CEO of Techonomy, David Kirkpatrick is a journalist, commentator about technology, and author of the bestselling book “The Facebook Effect: The Inside Story of the Company that is Connecting the World,” published in 32 countries. He spent 25 years at Fortune, and founded and hosted its Brainstorm and Brainstorm Tech conferences. Inaddition to writing to Techonomy, he contributes to Forbes and Vanity Fair. He is a member of the Council on Foreign Relations.

 

 

 

For more information on our SXW2O events and speakers, please visit our website: http://w2oevents.com

In2

Last week I had the pleasure of attending The Holmes Report’s In2 Innovation Summit in San Francisco, “a global network of events that explore innovation, disruption and evolution that has — and continues to —redefine influence and engagement.” That’s a lot to take in, right? “Redefine influence and engagement.” What does that mean? Well, here’s three things I took away from the conference:

– Storytelling is alive and kicking, but participation is key. Daina Middleton, head of global business marketing for Twitter discussed how today we are in the age of participation. In her book, “Marketing in the Participation Age,” she discusses how now is the time to evolve from the traditional marketing methodology developed over 50 years ago to one that embraces how people engage in conversations today. The world has become smaller and more complex. It’s not a competition in who can be the loudest. There’s so much content available and people are now choosing how, when and where they spend their time consuming content. Daina discussed how the key for customer participation is to activate all three elements of the framework:

  1. Discover: The human desire to continually learn, and the satisfaction of becoming competent at something. In what ways are you inviting participants to learn more about your product/brand?
  2. Empower: Inviting someone to have a meaningful contribution to the brand and/or product. Do you invite participants to connect with the brand: provide feedback, offer tips and suggestions, and help to create the product itself?
  3. Connect: Humans love to interact with others in meaningful ways. Brands often only think of creating environments that allow Participants to connect with the brand, but do you build environments that foster relationships with others who may share the same interest?

– Chief Marketing Officers are under pressure to show ROI. We heard from some of the biggest brands this week: Starbucks, MasterCard and one of my favorite brands, Method. These leading brands are all on the cutting edge of engaging in a more participative conversation with their customers. I am a brand advocate for Method. Why? I tell everyone how much I love their laundry detergent. I also proudly have their hand soap on my sink counter vs. in a soap dispenser that matches my bathroom decor. Why? I am proud of my decision to bring a brand into my home that is socially responsible. That’s all great and fine, but how does that translate into sales? Despite all the chatter around mobile and the term “big data,” many chief marketing officers (CMOs) are at a standstill in reaching digital and data-focused marketing goals. Why? Internal silos, resistance to change within their companies and limited expertise with emerging technologies and solutions. Here’s the Oprah aha moment: Companies can’t keep up with the pace of consumer adoption. How do you fix the problem? Baby steps. First, ensure you’re CEO is supporting the cause. Are business objectives clear and do they align with marketing objectives? Second, CMOs must get all functions of the marketing organization to talk to their finance and IT departments. The idea is to find an approach that works for all functions and to slowly identify ways to measure the connection of marketing to sales. That approach can include the use of CRM data, scan data from supermarkets, insights from digital conversations and/or measurement of influencer engagement, to name a few.

– Analytics and Insight – no longer just an afterschool special! During the conference, I heard one of our leaders Bob Pearson at W2O Group say that companies are starting to develop insights through analytics, but then they stuff it in their pocket and move on with their regularly broadcasted TV program. Worse yet, if they do use analytics, the insight is elementary… learning of “likes” and “RTs” is not a strategy. In the course of the conference, there was a panel discussion entitled, “Speaking CEO – The Next Frontier in Measurement & Analytics.” It was clear that the panel participants, including Seth Duncan from W2O Group, are on the forefront of analytics and insights. The idea is to actually use insight to help make strategic business decisions, not just communications decisions. Overlapping market segments with an understanding of where customers spend their time online, plus insight into what their passions are could be incredibly lucrative. It means not just counting the numbers, it means understanding human behavior. Once you do that, it’s not just about holding onto that data, it’s about identifying how to align with business objectives. It’s about creating the right conversation, identifying the right channels online and offline and it’s about having an engaged experience with your customers. Not only that, do it fast, be agile and evolve it over time.

So, you can see that the market is ready for us to redefine the way we influence and engage. It’s about participating in a conversation. It’s about understanding how people behave, what gets them excited. Where are they spending their time? It’s about finding ways to engage all parts of your organization to identify opportunities to link marketing to sales. Finally, it’s about taking those insights and turning it into action – FAST!

Diane Parrish, Group Director, WCG World
Diane Parrish, Group Director, WCG World

14 Posts to Take You Into 2014

A year ago my colleague Aaron Strout did a nice wrap up of the most interesting/appealing posts of 2012 on this blog. As Aaron noted, reviewing which posts resonated over a period of time can be informative to better understanding the interests of customers/employees/followers. By collecting the top performers in one place, I’m hoping to provide you with some relevant content you may have missed during the year. Like last year, you’ll notice some themes here – rankings, how-to’s, and analytics-based posts, in particular, continue to resonate.

In 2013 we’ve seen a marked increase in the frequency and number of colleagues contributing to this blog, which is great. And, with 50+ posts having over 2,000 views each, we had to be more restrictive with this wrap up than in the past. As a result (and with a goal of keeping it to less than 15), this year’s list is ranked based on the number of post views – with a minimum of 3,600 views required to make the cut. Of course, there are a ton of other great posts and I encourage you to go back and read these from Bob Pearson, Jenn Gottlieb and Jim Weiss. (Selfish plug, you might also want to read my post-ASCO blog post.)

This year’s list brings us some familiar faces – like Chuck Hemann and Brian Reid as well as some new comers to Common Sense such as Michael Brito and Michael Westgate.

So here it goes – our top posts from 2013 to take you into the New Year:

And the number 1 post of the year – with over 35,000 views…

#SXSWPickUpLines by Aaron Strout (35,847 views!)

I hope you’ve found this list helpful and that you’re looking forward to more engaging content in 2014!  What do you think? Are there topics you’d like us to cover? Interviews you’d like to see?  If so, please let us know in the comments below.

  • The Real Value of PR to IR (published inPR News November 4, 2013)

I recently wrote a new Money Matters column for PRNews.  I like how Matthew Schwartz is leading PRNews.  The tips and how to nature of the publication is always worth a read.  I thought I would share the column with you on our blog, as well.  Enjoy. 

I’ve worked alongside some of the best investor relations professionals in the business.  They are smart, focused and often jaded about the value that public relations can bring to the party.  And in many cases, quite frankly, they are right.  Too often, PR is simply serving the role of echoing the messages of the quarter or year.

The real value of PR to IR is actually quite different.  PR brings tremendous value to the party to help build value for the corporate brand.  It may not be recognized as valuable “this quarter”, but as we all know, great brands are in business for hundreds of quarters, not just one.  Here are six of my favorite ways to ensure PR becomes an indispensable partner of IR.

Identify Your Corporate Influencers – we want the right people to be telling our company’s story to the world.  With today’s algorithms, we can identify the exact influencers, in order, as it relates to each aspect of the corporate reputation.  We can know who matters for sustainability vs. financial strength vs. pipeline.  There are never more than 50 influencers who drive the majority of share of conversation for the largest company in the world.  For sub-topics, there are usually less than 20 people who really matter.  Who are they and what is the right list of people who should be telling your story vs. what you have today?  Hint: your media list is not on target today.

Understand How Search Impacts Reputation — most analysts are not allowed to speak publicly and, if we are honest, most of their coverage of companies looks the same.  It’s pretty generic.  So how are they learning?  One way is via the IR team.  Another way is via search when they aren’t calling anyone.  We need to determine the exact search queries that an investor would ask a search engine to find out more about every key aspect of your company.  Make that query yourself, look at what you find and ask yourself if you like how your story is being told.  Chances are that you are not thrilled with what you see or you’ll see that the basic information is there, just not the real insights needed to shape thinking.  Hint: take your questions from your Q&A, shorten them and use for search queries to get started.  

Share Content 365 – now that you know who has influence and you know what people search for, it is a matter of you sending out the right content into the earned media world, along with the right keyword tags.  For example, if you want to ensure all investors know about your pipeline, then send out an update on a different aspect of your pipeline every month.  As you do this, keep using the same 10-15 keywords related to the search queries your investors are making.  The result, over time, will be that your full pipeline will start to show up in a more uniform way.  Hint: your “corporate speak” is not using the right 15 keywords today.    

Track Issues Differently – more than 90% of issues are known in advance for a company and its brands.  There are few surprises in life.  If you set up the right tracking system, in advance, you will be more knowledgeable about any issue an investor could bring up.  You’ll never be surprised, you’ll know if the issue is real or just a flash in the pan, and they will realize you treat your corporate brand with respect.  When you are surprised, of course, it has the opposite effect.  Investors start to think you are not on top of things.  Hint: create a spreadsheet and list out every issue you can imagine for any product or topic for your company.  Share with a multi-function team to complete. You’ll get to 90% in no time.

Expand Corporate News Flow – we work with hundreds of brands in all industries.  We know, from experience, that a healthy brand has 2/3 of its content flow driven by blogs and twitter.  Mainstream media is a catalyst and blogs and twitter carry that news further.  Your twitter account for your corporation should be following the exact network of people who you believe will care and share your news worldwide.  You can and should set a goal of expanding your corporate news coverage by 25% next year.  You can do it if you have the right followers on Twitter and the right mix of coverage.  Hint: Spend your time on twitter learning who has real influence in sharing corporate news.  Algorithms help.

Know Your Rankings – when I was at Novartis awhile back, we evaluated all rankings with importance to the global corporate reputation.  It turned out that there were 43 rankings at that time (2003), of which 22 were quantitative and 21 were qualitative.  We couldn’t impact the quantitative rankings, since those are based on results.  However, we did dig deeper into the qualitative rankings, some of which we were not even on, and figured out, over time, how to build the most relevant position for our company.  The key is that we took the time to figure out what mattered….and, equally, what was a complete waste of time.  Hint: the majority of rankings have nearly zero impact on your company’s reputation.

There are many more ways to create value for your corporate brand that will help build long-term value.  If you stay focused on how to impact hundreds of quarters while IR works their magic for the current quarter, you end up improving the reputation of your company and enhance its value.

It’s certainly good to partner with IR for the quarter’s news, but just keep reminding yourself that this is not unlocking the real value you have for your company.

#  #  #

Sidebar

Become a Storytizer

I believe that Storytizing will replace advertising in importance over the next 3-5 years.  Storytizing relates to how we can share our full story directly to the person we are targeting.  We live in an era where we don’t need to “wake people up” with an ad, move them to a site and then hope they can navigate to the right information, once they are there.

Today, we can already deliver our corporate story directly to our target audience.

I know that when we talk with Wall Street, we talk with PowerPoint.  If we didn’t have slides, we would probably forget how to walk and talk at the same time.  For better or worse, that’s how we roll.

When we talk with Main Street or the larger investor audience that could not make the presentation or call, there are new ways to share our full story directly to our target audience.  One example that we make is the Content Capsule (www.nextworks.com).  Imagine discussing a new addition to your pipeline.  You have a video from the presenter, surrounded by FAQ’s, key slides, text with further insights with links back to your website, a white paper and images of how the product works.  All of that can be provided directly to an influencer or the general public via an email, Facebook post, your website or even a banner ad.  Here is an example from our work with BMC Software.

We can also liven up our websites.  Your IR colleagues know how to tell the company story.  Listen to what they say and then take your images on your website and liven them up.  For example, imagine you have a photo on your site of a new product you just launched.  When you touch the image on your website, you get additional information via embedded links right in the image.  You are now giving a virtual tour of the product without making the audience do much work at all.  Here is an example for a new book.

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As part of our continuing growth strategy to build strength in our digital and analytics offerings, to meet the needs of our clients in EMEA, we’re pleased to announce that Refreshed Wellbeing, a digitally based creative communications agency for health & pharmaceutical brands has joined the WCG fold.

With a background in both consumer marketing and professional healthcare sector expertise, Refreshed Wellbeing has extensive expertise in delivering  integrated pan-European digital marketing campaigns working for clients such as –  Boehringer Ingelheim, Bristol Myers Squibb, Grunenthal, Johnson & Johnson,  LEO Pharma, Mentolatum, Pfizer and Roche.  Additionally the acquisition brings digital creative, together with media planning and buying capabilities that further enhance our insight led strategic approach, combined with 360 engagement, as well as additional regional knowledge that will support the work we do in more than 50 countries.

We’re also pleased to announce that as part of the deal, Refreshed Wellbeing co-founder, Carl Engelmarc, a well-known digital strategist and integrated branding communications expert will be joining the WCG EMEA management team. He has over 20 years marketing experience in Rx, consumer health and FMCG.

This is another exciting milestone for WCG in Europe.  Earlier this year, Holmes Report named us as the Digital and Specialist Agency of the Year. And in March 2013 leading analytics group, Mettle, joined us to enhance our predictive analytics capabilities. This acquisition of Refreshed Wellbeing augments our strategic and creative capabilities, as well as providing additional strength to our engagement offerings through the PESO (Paid, Earned, Shared, Owned) model.

We look forward to creating “what’s next” with our new Refreshed Wellbeing colleagues.

– Annalise Coady, Global Practice Lead – EMEA
WCG, part of the W2O network of agencies, is an independently owned and operated full-service marketing services organization. What sets us apart is our uncompromised belief that analytics (re)empowers brands to make more insightful, better decisions, eliminating the “guesswork” of traditional marketing services.

Over the past several years, the success of our Health Practice has enabled us to diversify and develop new practices, offerings, clients, companies and leaders.  Despite many changes and our continued evolution, rest assured, Health is central to the future of W2O Group.

It is my long-standing belief that there is nothing more important than one’s health and that the ultimate consumer products and services are those designed to improve it.

Its economic importance in nearly every country in the world is indisputable, and we don’t see that changing anytime soon with Obamacare coming and as the population ages around the world.

Whether it’s Consumer products (Nike Fuel), Technology (Health IT), Government (health exchanges) or a myriad of other industries, strength in Health will be a key differentiator for the firms in W2O Group.

While our business has changed in light of the technology and digital revolution over the past few years, the need for accurate, reliable information has never been greater in the age of reform, cost-consciousness and the “consumerization” of healthcare.  Education, access and advocacy are more critical than ever, and now we have the digital tools and technologies to leverage to reach those in greatest need more effectively and efficiently than ever.  It’s a great time to be in this business.

So many here have played an integral role in building out our Health capability and Practice over the years and we expect many more to join us as we enter this next stage and iteration of the Practice.  We have never had as many tools, talented people and expertise to tap to serve our clients than we do today and our commitment to and passion for this sector of our business remains as deep and robust as ever.

Now is the time to bring it all together and take it to the next level.

As a holding company in the best sense of that phrase, the W2O Group supports, nurtures and powers entrepreneurialism, innovation, talent and growth in WCG, TWist, BreWLife, NextWorks and future companies — from the ground up versus from the top down.

To maintain focus and leadership and to differentiate, compete and grow like we always have across our operating companies in this important area, I am going to be playing a more hands-on leadership role in Health.  Our President, Bob Pearson, will continue to be a major partner and driver in this essential business that is at his core, but we will divide and conquer so I can focus here while he focuses on building our Next Practices, partnerships, technology and innovation — all of which will further enhance our Health businesses, as well as our other mission critical areas of Technology, Consumer and Corporate.

I’m pleased to formally announce that Diane Weiser will also assume a new(ish) role as Leader, W2O Health, and join the W2O ET reporting to me to help accelerate, coordinate and facilitate the operational and growth aspects of our Health capability so that every client, company and practice benefits from it.  As she transitions, she will keep her direct reporting relationships and account assignments, although this is likely to morph in the future (as it always does).

To be clear, Chris Deri still leads WCG, Jenn Gottlieb leads TWist and Paul Laland leads BreWLife, reporting to Bob.  All those firms will have their own health practice/revenue stream leaders and client relationship leaders (CRL’s) reporting to them while they also build out other diversified practices and services.

In the meantime, Diane and I will be partnering (with many others across the long hallway from SF to LA to NY to Austin to London, Minneapolis, Chicago, Washington, DC, Atlanta, Wilmington, North Carolina and Lincoln, Nebraska) to “connect the dots” to truly Become the Best in Health — driving, supporting and coordinating optimal integration and collaboration; fostering business development that maximizes new business wins and organic growth (which rules); facilitating conflict resolution and coordination, and, above all, optimizing talent and career growth and development so that our Health clients get the best teams, services and innovation that we have to offer each and every time.

Not only does Diane bring a unique historical perspective that will be important as we continue to integrate and scale the Practice, but her passion for and knowledge of the business, strong relationships across our internal and external networks, and track record of experience partnering closely with me are key ingredients for success.

Diane already led an offsite of key leaders over the summer, and she continues to spearhead the Health business development process with colleagues across the firms.  We will also continue to partner with our innovators to adapt current and develop new tools and offerings to keep our Health clients happy and engaged and attract many new and exciting ones.

The continued growth and development of current and new offerings and business focus areas such as Pharma, Device & Diagnostics, Biotechnology, Digital Health, Clinical Trial Recruitment and more will benefit from focused support and leadership at the W2O level.  Diane and I in close collaboration with our operating company (WCG, TWist, BreWLife) and Practice (Analytics, Media & Engagement, Digital, Software) leaders will do just that to Become the Best and establish What’s Next in Health.

Our firms were built on a health-oriented foundation and these moves are meant to ensure our continued leadership and preeminent position in the industry and further improve our ability to develop and optimize all of your career opportunities, hire new talent and identify, create and build thought leadership, value-added strategic partnerships and client engagements.

We have and will continue to set up in-person meetings, office visits and videoconferences to answer your questions and go into much more detail on this in the coming days and weeks. Diane and I are always available to you to answer your questions by e-mail, phone or on The Hallway or W2O Haps.

Together, we will Go.Ahead and improve Health information delivery and access in the digital age.  Everyone is invited to join this movement as it takes shape!