How is “doing brand or creative strategy” on the consumer side different from healthcare? Where can I learn how to do healthcare brand and/or creative strategy?

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Start with the basic premise of healthcare: unlike consumer, where user = decision-maker = buyer = product beneficiary, in healthcare (99% of the time) user, decision maker, buyer, and product beneficiary are usually all different. Different people, different roles, even different companies.

Know the incentives for each group and how they differ. Follow the money, like always, but know when and why it can lead to every one of those audiences under different circumstances.

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I've only ever done brand strategy in pharma so take this as you like...

From what I've heard, it's more similar than different. You still have to uncover human truths, make a functional benefit mean something, differentiate, use emotion, tell really good stories.

The difference is the strict regulations in pharma - reframe the constraints as a problem to solve creatively.

How to start? Learning on the job, school of hard knocks (it's still advertising).

I see you're in data, which is a great start. But understand it's about weaving a story and opportunities for clients that matter more than the data.

Good luck!

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