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American Express Business Loan Commercial – Infosys’ business model focuses on delivering innovative solutions to clients across industries including finance, healthcare, manufacturing and retail. Infosys is an Indian multinational information technology (IT) company that provides a range of business consulting, technology and outsourcing services. Founded in 1981, Infosys has grown to become one of the largest IT companies in the world.

Patanjali’s business model strives to provide consumers with affordable and high-quality products. Unlike other players in the market, Patanjali focuses on leveraging the benefits of Ayurveda, an ancient Indian system of medicine, to offer natural and healthy alternatives. The company’s product portfolio spans a broad range of categories including personal care, home care, food […]

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Squarespace’s business model is a testament to the evolving landscape of digital entrepreneurship. Located in the heart of New York City, Squarespace has carved a niche in the web development industry by offering a unique combination of innovation and ease of use. This website building and hosting platform redefines the art of creating […]

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Microsoft encompasses more than just its iconic Windows operating system and suite of productivity software, but also a collection of stunning subsidiaries, each resembling a unique celestial body that contributes its own unique splendor to the Microsoft galaxy. These affiliates, from pioneers of virtual reality to architects of immersive gaming universes, from Guardians […]

As a technology giant, Meta has curated a diverse and effective portfolio of subsidiaries, each making a unique contribution to its overall mission: bringing people together, empowering interactions and shaping the future of digital engagement. From the areas of attraction of social media to the limitations of augmented reality, from building an online business to […]

Citigroup’s business model is rooted in an ancient institution that is more than a century old and is a shining example of its continued influence in banking and financial services. Citigroup is located in the bustling heart of New York City, with widespread influence and unparalleled operating scale […]

Information Want to receive new business model analysis straight to your inbox? Subscribe now and never miss a new post! If you’re human, leave this field blank: We do the hard stuff: business planning, brand positioning, communications planning, and publishing in complex categories like financial services, healthcare, and nonprofits. We drive bottom line, quantifiable results.

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We create unified and engaging brand communications and experiences based on rigorous strategic thinking, research and testing. We then hire channel and production experts to execute these ideas and bring them to life. Once launched, we want to be accountable for results, so we collect and analyze data at every possible step, allowing us to optimize the program and demonstrate proof of ROI to your C-suite and board of directors.

We founded the company to help clients grow their brands more effectively in today’s ever-changing media environment. We believe that for programs to be effective in today’s market, they must be designed to blur the lines along the media choice continuum. Our partners have spent decades mastering the main forms of communication – classic brand advertising, results-driven direct marketing, engaging digital and social media and fully integrated multimedia campaigns – and we have developed a approach, blending these unique disciplines into an intelligent approach to marketing. advertise. It should be: Persuasion leads to conversion, regardless of media channel.

For healthcare marketers, an emphasis on diversity, equity, and inclusion (DEI) is long overdue, and as we figure out how to broaden our appeal to people in our communities and be more inclusive, we realize This is not an easy task. We are also learning more about bias and the need to address bias—the biases our targets may have about certain health issues or institutions, and the biases we may have about what we think or feel about the people we serve.

In recent years, smart healthcare marketers have taken advantage of best-in-class principles from neuroscience, the science of the human brain. Neuroscience can help us overcome biases, bridge gaps, and create quotes and communications that inspire and motivate us to take action on our goals. Our recent SHMSD panel discussion – Overcoming Bias: How to Release Closed Minds? – Helps us understand the nature of bias and how to interpret it, while focusing internally and establishing the right communication methods to achieve our goals. The panel consisted of Donna Walthall, senior director of marketing at Dana-Farber Cancer Institute in Boston, Massachusetts, and Sarah Bridges, Ph.D., a renowned neuropsychologist and principal at Bridges Consulting.

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Here are some key takeaways to help those in healthcare who manage external communications and want to strengthen DEI in their organization:

1. Remember that biases are inherent in everyone. Prejudice is a fact of life. Our brains are wired to keep us safe, and unconscious preference or bias is a natural tendency that can manifest itself in a variety of ways—from conserving our mental energy to showing a preference for the familiar. But if left unchecked, biases can affect how we make decisions. For example, we often overestimate information that comes easily to mind, or look for data that supports our beliefs. There are many types of biases at play in everyday life. They must be recognized and managed.

2. To succeed, the entire organization must embrace a commitment to diversity, equity, and inclusion. It would be naive to think that hiring a Chief Diversity Officer (CDO) will solve all problems if the organization does not embrace and support the programmatic changes and policies that the CDO implements. Dr. Randal Pinkett, author of “Data-Driven DEI,” notes that successful DEI requires planning, metrics, and processes, and all of these key elements depend on the involvement of the organization’s employees who are accountable for the results. Dana-Farber Cancer Institute’s Guide to Inclusive Behaviors is an employee-driven handbook designed to foster a more inclusive way of working together, highlighting daily actions every employee can take to help advance the organization’s Target. Dr. Bridges recommends five key practical tools to challenge bias in your organization:

3. Importantly, marketers should not assume that our commitment to DEI will be embraced by external target groups. Just like us, our targets have their own biases that can affect their relationship with us. An important example is provided by Dana-Farber Cancer Institute (Dana-Farber), whose research shows that low response to community efforts (participation in free community mammography programs) is due to several perceived barriers, e.g. :

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Therefore, marketing efforts need to address these biases head-on with positive and inspiring messages that make target groups receptive to Dana-Farber’s advocacy and commitment to helping local communities.

4. Releasing closed minds requires building empathy. As mentioned earlier, empathy is a key factor in being able to implement programs that help organizations encourage diversity. Empathy is also the key to unlocking closed minds. Storytelling creates empathy because it incorporates relatable characters from the community, is culturally relevant, and removes the threat the target may feel when entering an unfamiliar situation. At the heart of any good story is a keen awareness and understanding of the perceptions, values ​​and beliefs of your target audience. Understanding these values ​​and beliefs, discovered through in-depth research, facilitates communication. Valuable lessons for building communication that overcomes bias include:

• Don’t destroy the sense of purpose that exists and maintains control. We’ve learned time and time again that healthy goals rarely believe they’re doing nothing to stay healthy. Case in point: Smokers are often seen as neglecting their health, yet they are repeatedly shown trying to make sensible dietary choices, or monitor their alcohol intake. In all cases, our targets need to know that the services we provide will allow them to take further control of their health, rather than punishing them for their poor behavior.

• Keep communication personal, not institutional. Whenever possible, avoid communicating through a clinical setting. Show relevant people, maintain language parity, and create images that are simple and easy to understand.

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• Talk about the benefits of care, not the problems. Asking the target questions may elicit a threat response and make them less willing to take action. Emphasizing the positive benefits of self-care (e.g., peace of mind, avoiding future problems, spending time with loved ones) will generate greater interest and attention.

• Make it easy to take action. Provide targets with simple steps to help themselves. reserve. Dial the phone number. Ask the experts. Provide helpful guidance, but don’t be overwhelming.

In short, understanding how our brains work is key to overcoming bias. Whether we are trying to effect meaningful change within our own organizations or recognize and welcome our own communities, a basic understanding of neuroscience is critical to success.

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