Posted by: Allie Janson | January 4, 2010

Learning from the Naturopathic Model

I recently sat down with Jill Davies, a genetic counselor who is doing some really interesting work with genomics and preventive medicine in the primary care setting.  I won’t divulge all the details here, as I am hoping Jill will describe her role in her own words on DNA Exchange soon. But our meeting has my wheels turning and has given me some new found inspiration about future career possibilities.

Coincidentally, the evening before my meeting with Jill, I attended my first naturopathic medicine appointment. My new family doctor has a patient share with an in-house Naturopathic Doctor (ND), in which my electronically stored medical records can easily be shared between the two. I’ve always been a little curious about naturopathy, and the pure ease of this system provided the added boost to follow through and try it.

During my hour and a half appointment with the ND we discussed in detail my medical history, family history, health concerns and general health goals. My main reasons for seeking naturopathic services are

  1. the prevention of disease
  2. optimizing my health

As I discussed these goals with the ND it struck me that these very same objectives could drive me to seek personal genome services. I’ve always thought about personal genomics from an academic perspective, and to my surprise, never really put myself in role of the consumer. I’ve certainly thought about the consumers, but always as some abstract group of people most commonly referred to “early adopters.” So for the first time I could envision these services not just as a DTC internet purchase or as a function of specialty medicine, but as part of the primary care setting.

It is not my intention here to debate the efficacy of nutrigenomic products (such as Carolyn’s The DNA Diet, for example) or even the use of genomics in naturopathic medicine, but instead present the current model of naturopathic medicine as a potential model for personal genome services.

Consider this:

People seek naturopathic medicine services for a number of personal reasons. They meet with a professional with specific training in naturopathic medicine, and discuss their concerns. The naturopathic doctor then uses whatever “tools” they feel are most useful to address those concerns. Sometimes the knowledge gained from this service will be used to compliment the patient’s primary medical care, and sometimes not. In settings with a patient-share system with a family doctor, any test results can be easily shared between the two providers to enhance patient care. Generally, the patient can claim at least part of the cost of naturopathic medicine services from their private health insurance plan.

If you read the paragraph above again and substitute “personal genome” for “naturopathic medicine” and “naturopathic doctor” with “genetic counselor/geneticist,” does this seem incredibly plausible to you? It sure does to me.

Posted by: sean hazell | January 3, 2010

NHL: Where Imitation Happens

The NHL has a new campaign out that feels unbelievably familiar:

Watch other spots: Hope, Faith

I have to admit I wasn’t a huge fan of the ‘Where Amazing Happens’ campaign when it launched, but it has since won me over. Clearly the execs over at the NHL have some love for it too.

I understand the beauty of the NBA campaign – memorable executions within a system that offers quick and easy customization for specific markets and last week’s highlights. But as a lifetime NHL fan I can’t help but feel disappointed in their advertising yet again.

On a brighter note, I think the Winter Classic is the smartest bit of marketing the NHL has ever done. This year was no exception, with a great event that neatly balanced hockey tradition and accessibility for fans old and new. Really hope to see more of these sorts of initiatives in the future.

Posted by: sean hazell | November 22, 2009

No Brands on the Dance Floor

We humans are natural dancers. Dances can be celebrations, or for praise, or for an audience – or just a simple act of letting the rhythm move your body. Dancers can communicate ideas, preserve cultural identities, strengthen social bonds, or just have a lot of fun. [source & amazing photo collection]

I believe there are massive marketing opportunities around dance.

Combining creativity and movement, dance has mass appeal in our ever-fragmenting world. Just look at Dancing With The Stars, SYTYCD, Dance Crew and Glee. Or glance down YouTube’s all-time most popular videos: Evolution of Dance, Wedding Dance(s), Where The Hell Is Matt, Prison Thriller, Soulja Boy, Single Ladies, OK Go, Breakdancing babies, and the list goes on.

Billions of views don’t lie. Dance is a cross-cultural connective powerhouse.

So where are the dance-inspired brands?

With brands finally realizing that to win they must commit to something bigger, I’m shocked to see so few companies with dance rooted in their brand strategy. Sure there are successful executions (T-Mobile), but search “dance” on Brand Tags and you’ll find a smattering of loose associations hardly resembling commitment. The Gap comes out as the top connection, with people still recalling campaigns from their glory years. [UPDATE: Gap's new holiday campaign is a bit of a way-back playback for them]

Now I know what you’re probably saying: ‘how can you possibly build a brand with dancing?’ I bet they asked the same question with Lululemon and Yoga.

More to come.

Posted by: Allie Janson | November 6, 2009

The Online GC Community Grows!

Earlier this week I found out that I passed the American Board of Genetic Counseling (ABGC) certification exam. Although the certification itself doesn’t directly influence my role or employment as a genetic counsellor, it is generally a good qualification to have and one that I am proud to have. The news couldn’t have been more timely, as it has given me an extra boost of confidence as I head into my Canadian certification exam next week.

But perhaps just as exciting as the news of passing the exam, is the launch of a new GC authored blog, “Genetic Counselors Questioning Certification,” that is dedicated to intiating and advancing an online discussion about the GC certification process itself. Because the focus of the blog is incredibly specific it will likely not be of interest to those outside of the GC world. However, I think the presence of the blog itself symbolizes a really important shift in our community. Only a year ago I was hard pressed to find other GCs online. In the past 12 months we have created The DNA Exchange and seen the birth of several other GC authored blogs (NSGC presidents blog, Martian Genetics, Gene Trends). I am happy to add Catherine Clinton and Sarah Savage to the growing list of GC bloggers and applaud them for taking the initiative to bring their questions and concerns public. I look forward to seeing how the certification conversation develops as a result.

Posted by: sean hazell | October 31, 2009

McD’s offers up its own Whopper Freakout

Icelanders Line-Up For Last McMeal

Remember the Whopper Freakout, where Burger King played a nasty prank on customers claiming to have discontinued their champion burg? Well that clever bit of reality advertising has become too true for McDonald’s fans in Iceland. And they’re lining up in thousands to, literally, pay last respects to the Big Mac.

“Sales have not just gone up, it’s gone turbo.”

Reminds me of John Moore’s Would You Miss series, too.

Posted by: Allie Janson | October 13, 2009

Designer Genes

“How Genetics Works”

HowGeneticsWorksA fun image via popurls.com

Posted by: sean hazell | October 3, 2009

The Souvenir Economy

Collectors Are The New Consumers

Godin is the master at making the complicated simple. Attention anyone working in a field where your product can be digitized (think books, music, film, photography, etc), please have a read and substitute your field for books/publishing:

Books are sou­ve­nirs that hold ideas. Ideas are free. If no one knows about your idea, you fail. If your idea doesn’t spread, you fail. If your idea spreads but no one wants to own the sou­ve­nir edi­tion, you fail.


No one is going to read Potter online, even if it’s free. Holding and owning the book, remembering when and how you got it… that’s what you’re paying for. Books are great at holding memories. They’re lousy at keeping secrets.

Book publishers don’t make authors suc­cess­ful (cla­ri­fi­ca­tion: 175,000 new authors a year, 300 become suc­cess­ful because of publishers). Authors make them­sel­ves suc­cess­ful by ear­ning the pri­vi­lege of having a plat­form, by crea­ting ideas that spread, and yes, by buil­ding a tribe. (Source 1, 2)

This presentation changed my Saturday.

Posted by: sean hazell | September 14, 2009

Don’t Fear The Crowd

In response to widespread criticism of his Brammo experiment, here’s a nice bit of thinking from ad hero Alex Bogusky on the future of crowdsourcing:

Some designers are obviously frightened by the current spectacle that is crowdsourcing, but as an optimist I think it will work out. I see several possible scenarios. The first is that this young micro-economy that is crowdsourcing evolves in the same way the off-line economy evolved. The designers with the most success begin to create tiers and depe nding on which tier the customers engage, the prices and fee structure changes with the level of quality. My guess is this will happen and different communities will develop different rules. Another and more radical change would be if the model followed more of what happened in Hollywood with scriptwriters.

In the 1930s and 40s there were huge buildings at the studios that housed all of the writers and those writers worked on salary to bang out all the movies. They made a salary, but it wasn’t very high and it wasn’t connected to the success of the film. Today most scripts are written on spec and then sold. A powerful writers guild protects the writers interest and insures that they get a piece of the back end. If the movie strikes gold the writer gets rich. A strong guild could transform design as well. Today, an illustrator who designs a cover for Time ma gazine is more or less happy with the fee. But if that cover design helps propel the highest newsstand sales of the year they don’t see any of that. We don’t feel bad about that but maybe we should.

What if the woman who designed the Nike logo had been in a union that insured that instead of a fee of fifty bucks, she received a royalty of a penny a shoe? I’m not great at math but I think that works out to about  20 million dollars in the last ten years alone.

Seems like we tend to be nostalgic about the past and fearful of the future. But each time the future actually arrives and becomes the present we feel like it’s just the way things should be.

Full Post

Despite the industry outrage over spec assignments, the reality is they are increasingly happening in new and big ways. I’ve collected a long-list of crowdsourcing sites here.


Posted by: Allie Janson | August 12, 2009

Building on Our Strengths

As I prepare to write my American certification exam at the end of August, I haven’t been able to write as much as I’d like. In the mean time, I thought I’d share something I posted on DNA Exchange recently.

Why we are well poised for tomorrowroad

As part of a committee I recently joined, we were each asked to put together a list of strengths of the genetic counseling profession. Although I’ve written about this before, brainstorming for this project reminded me how incredibly relevant our strengths are in the context of the future direction of healthcare in North America. I thought I’d share a few of my ideas here:

  • Our focus on patient autonomy. There is a huge trend (at least in mainstream media) towards patient-centered care. This article from the New York Times last month is a prime example. It highlights the idea that patient’s no longer want to be told what to do, but are looking for a healthcare provider that will help educate them and involve them in their own healthcare decisions. Assisting patients in making informed decisions for themselves is one of the foundations upon which our profession is built. We are, by default, way ahead of other health professions in this respect.
  • Our focus on prevention. “Preventative medicine” is a buzz term these days, especially given Obama’s healthcare plan, that calls for the promotion of “smart preventative care, like cancer screening.” (This strength was highlighted recently in a list serv discussion.)
  • Our multidisciplinary perspective. Genes are not limited to a specific organ or body part. As the medical paradigm transitions from looking at patients as a series of “parts” (cardiology, nephrology, psychology) toward a more holistic approach, we are well poised to become active participants.

I believe that knowing one’s strengths and learning to capitalize on them is essential, which is one reason why I enjoyed this activity so much. I’m interested to hear others’ perceptions of the ones I’ve listed above, and ideas about how we can build on these strengths to ensure that we maximize our potential.

Posted by: sean hazell | July 15, 2009

Advertising For The Middle

Making Marketing Famous Again

I have a lot of friends who don’t care about marketing. But a couple times a year just about every one of them will mention an ad campaign they feel strongly about. Contrary to a lot of people in the business, I love hearing about people’s favourite or least favourite ads. I enjoy thinking about why it broke through.

The campaign I’ve probably discussed more than any other over the last 18 months is Dos Equis’ Most Interesting Man In The World. On paper, the concept for this campaign is nothing new. But there’s something about it that people love (myself included).

Unfortunately, I’ve noticed for all the popular praise this campaign has received, there’s been relatively less within the ad world. [UPDATE - there's been much more since they've announced sales numbers]. Which brings me to the purpose of this post: fame.

I’ve been thinking a lot about mass appeal lately. Two recent pieces on the subject have particularly stuck: The first, from Jeff Goodby, calls out the increasing irrelevance of award winning ads. The second, from Seth Godin, considers just how tough it is to breakthrough the middle of the market. In my opinion, these are very much related:

Goodby’s Cab Test…

When you get into a taxi and tell the driver that you’re in advertising, they often ask you whether you’ve done anything they might be familiar with. Well, have you? Ironically, the more awards you’ve been winning these days, the more likely the answer is “No.”

We’ve created a system that rewards work that is increasingly unknown to anyone outside the business. We have become connoisseurs of esoterica. And in the process, we’re becoming more about us, and less about changing the world. We are becoming irrelevant award-chasers.

I want to make marketing famous again, outside the walls of our agencies.

Godin’s Paradox of The Middle…

The middle of the market is the juicy part, where profit meets scale. The paradox is that it’s almost impossible to make a product or service for this segment, because they want the tried, the true and the boring.

The leading edge of the market is a lot smaller, but far easier to cater to, because those folks are looking and listening and talking… The thing is, this audience is fickle and they don’t often convert into paying customers or long-term fans. It’s not that difficult to be haute couture, to be fashionable, cutting edge or fickle. What’s difficult is figuring out how to make it pay.

Right now we’re treating the ad community as leading edge. Cab Drivers are the middle. And the gap between the two seems to be growing. Aiming for the edges not only spells irrelevance, it spells financial trouble. Let’s try not forget the fame and fortune in satisfying the middle.

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