Our Latest & Greatest Ideas

From ACA (Affordable Care Act) to ZD (Zero Defects), healthcare has long been known as an “acronym rich” industry. But, among business communications, it’s also known for something else: buzzwords.The problem with buzzwords, in healthcare and other industries, isn’t that everyone is using them. The problem is, they’re poorly defined, and everyone is using the same words to mean different things.

Like many companies, Hencove gets into “March Madness.” Our annual pool has nearly 60 entrants – if you want an invite next year let us know – and plenty of research, hand-wringing, and let’s be honest, guessing, goes into completing our brackets. All of this hard work, and agony, has taught us two things: 1) We should stick to our day jobs, and 2) There are valuable marketing lessons to be learned from college basketball.

Many years ago, an email about a college final project was being sent around. The professor’s instructions were to write a short story about religion, politics, sex and intrigue. The best answer was: “My God,” said the Queen, “I’m pregnant! I wonder who the father is?” If the Queen were running a business, how would this news be treated in today’s hyper-connected, digital-first world? If you worked for her, how would you handle the message and turn this news into an opportunity?