Blog Archives

You’re invited to Life After Launch, the webinar

November 4th 2017

Surviving even a highly successful hospital website can be a bit harrowing. Often resources have been diverted from other projects, so the combinatin of latent needs and post-launch fixes can result in more activity after the launch than before it. But there are ways to manage expectations and demonstrate progress, so that your vision for digital transformation continues to advance rather than being sidetracked by its own success.

Connective DX’s HDX-15 Report wins healthcare marketing Gold Award

October 25th 2017

Congratulations to my colleagues and everyone who helped create the Hospital Digital Experience (HDX-15) report, which has won recognition from the eHealthcare Leadership Awards as a best annual or special report. Its rare when an industry gives an award to an agency for marketing within it, but that’s what Useful Arts is about – the challenge for brands to stand for something more.

Mount Sinai Hospital emerges as a new digital experience leader in updated HDX-15 report

June 14th 2017

The second edition of the HDX-15 report shows a new entrant, New York’s Mount Sinai Hospital, as a new leader among an elite class of healthcare marketers.

Introducing Wieneke’s Customer Value Buckets

March 15th 2017

Everyone’s Uber moment lies somewhere ahead. Ultimately, our customers determine when and how that shift will happen. Meanwhile, leaders seek to make disruptive moves their audiences will value over their alternatives. This week my agency’s newsletter highlighted Wieneke’s Value Buckets, which is a technique I’ve developed to help align cross disciplinary teams around how customer create value for companies. Take a look.

Delighting Kids in Childrens Hospitals: A Valentine for Creative Caregivers

February 14th 2017

Kids have to be kids, even in the hospital. Doctors, parents, friends and even other patients who act on this impulse, create amazing moments – and telling their story to bring out our better angels for Valentines Day seems like a good way to keep the holiday. Check it out, this could start a new Valentine’s day tradition.

Making the NY Times and Nordstrom Great Again: When Trump Attacks Do His Targets Profit?

February 10th 2017

On Wednesday, President Trump berated Nordstrom for dropping Presidential daughter, Ivanka Trump’s clothing line from their shelves. As the Seattle Times reported, there was a brief dip followed by a 4% rally. And while you can chalk this up to Nordstrom stores being located in Democratic strong holds, or liberal investors allocating with their politics, […]

Guest teaching digital media management at Northeastern University

February 2nd 2017

Tonight, I kick off two weeks guest lecturing at Northeastern University’s graduate course in media industry management. James Gardner has pulled an amazing line-up of guest teachers together – which you can lean more about here.

Strategic Change is a Value Judgement: Insights for Digital Transformation Leaders

January 21st 2017

Not all change is wise, but nearly all change is resisted. To overcome organizational inertia and lead the way to transformation, you may need the strategic clarity that only the delete key can deliver. Here are some tips from from the front lines of digital consulting on creating alignment for change.

Respect the unexpected: President Trump and asterisk-shaped disruptors

January 20th 2017

The asterisk hangs unspoken above the rest of language. Hiding truth in contracts, tainting sports statistics by its appearance and warning that your mileage my vary. This is a not that serious case for innovation leaders to be more like the asterisk than the capital T.

Facebook Live Makes Personal Video Must See TV for Healthcare Marketers

January 4th 2017

As published by the Society for Healthcare Strategy and Market Development. Take a look: The Mayo Clinic, UNC Healthcare, Children’s Hospital of Wisconsin, Ohio St University Wexner Medical Center – along with a few healthcare luminaries are all saying that personal video is now very much on the table for healthcare marketing.