Lenz on Marketing

Lenz and Atlanta Allergy and Asthma launch new visual brand and website

Lenz recently partnered with Atlanta Allergy and Asthma to develop a new practice logo, visual identity, and website.

Founded in 1973, the AAA is the largest Allergy group in Atlanta with 18 locations and 18 board-certified physicians—and is the only National Allergy Bureau certified pollen counting station in the Atlanta area.

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Thoughts on Renee Zellweger (and branding!)

As spring approaches, I think of longer days, Braves baseball, and —yes — the Oscars.

My favorite part about the Academy Awards is trying to figure out which stars had work done since I last saw them.

Of course the biggest cosmetic surgery headlines of last year belonged to Renee Zellweger, who made news by emerging as a version of herself that looked…well, nothing like herself.

Naturally, I thought about business and branding! I can’t help it.

Companies re-brand all the time, and that’s a good thing. Organizations age, styles change, and cultural expectations evolve.

We tend to like it when our favorite brands take a hard look in the mirror, recognize that there are opportunities to improve their product and image, and take action—as long as they continue to remind us why we loved them in the first place.

That brings us to Renee Zellweger. You and I know that nearly every Hollywood star has work done. Where Renee got it wrong was by changing the essence of her brand—her hooded eyelids.

Coke can change their tagline every five years—if it still stands for happiness. McDonalds can start offering healthy alternatives to the Big Mac, as long as they don’t get rid of the golden arches.

So, Renee: A nip here, a tuck there… no problem. But don’t change who you are.

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Lenz Launches New Website for the Atlanta Center for Medical Research

The Atlanta Center for Medical Research (ACMR) is a national leader in conducting medical research studies since 1980.

Lenz is proud to partner with ACMR to refine the organization’s brand image, launch a new web site, and promote the Center through a PR and advertising campaign.

ACMR is beginning a new phase in its already storied history by opening a new, state-of-the art research center that is truly the first of its kind.

The new Atlanta Center for Medical Research is a $25 million relocation project from its initial design phase to its fully realized completion this month. The Center, located at the site of the former Southwest Atlanta Hospital Building, was entirely renovated and redesigned based on ACMR’s forward-thinking vision. It is 150,000 square feet in all and features a revolutionary open-source structure, which adapts ACMR’s existing model to improve the overall quality of medical research across the industry.

In this model, other researchers have open access to the Center’s state-of-the-art equipment and highly-trained, expert staff for their own pharmaceutical research studies. ACMR recognized the sheer size of the new Center as an opportunity to allow researchers without the infrastructure or proficiency in administering clinical trials to develop additional medications beyond what ACMR has the capacity for. This kind of progressive outlook reflects ACMR’s passion for medical research and his confidence in its potential to serve a greater societal purpose.

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How do you market healthcare?

We get this question a lot, and our answer is that you should market healthcare much like you market anything—by telling stories that change or reinforce your audience’s behavior.

Sure, that’s easier said than done. But, remember, patients aren’t just patients. They are fathers, mothers, sons, and daughters—in other words the same people who buy Coca Cola and vote in elections.

For many years, Lenz has practiced the philosophy that healthcare decisions are made much like other buying decisions, and that the best marketing practices should be directed towards prospective patients.

Our clients appeared on billboards, TV ads, and social media networks long before their competitors—because patients (and even doctors) consume and are influenced by media too!

Hopefully, this perspective has positioned us and our clients especially well for the increased consumerism in healthcare that we know today.

So, marketing healthcare is a lot like marketing other products. Some key points related to our philosophy include:

  • Lead with the goal, then develop the strategy; only then consider tactics and execution.
  • Invest in market research; do not assume that what you think you know is correct.
  • Marketing works best when it is fully integrated; each marketing channel and program should be strategically oriented and complement the others.
  • Tell stories.
  • Track, measure, report, and analyze results against the stated goals and objectives.
  • Remember, patients are consumers. They have the information and access they need to make healthcare choices. Your marketing strategy should reflect their individualized needs, wants, and preferences.

If you want to work with Lenz, please let us know. We’ve got a great team that is eager to help quality healthcare businesses reach their goals.

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I’m not losing it here. Maybe I’m finding it.

As I get older — and hopefully wiser! — I have found to my own surprise that my emotional life has grown more intense. Instead rushing to every possible opportunity, meeting, event, and experience while stressing over every last detail of what I am doing and what is happening to me, I am finding myself pausing — for a moment — to take everything in.

While I am maybe not “sweating” the small stuff like I used to, I am enjoying and appreciating the little moments much, much more. Even the experiences that in the past would have been negative or anxiety provoking, I’m finding enriching.

Whether it is the smell of a newborn baby, or the warmth of my wife’s hand, or my daughters singing raucously around the piano, or my brother’s bad jokes, or the voice of my father who at 83 still wants me to know he’s the boss … I’m finding it all increasingly more poignant and moving.

Ok, I’m not losing it here. Maybe I’m finding it.

Looking back, it feels like the news this past year has been singularly awful. The recent barbaric massacre of 145 innocent school children and teachers by religious zealots in Pakistan is appalling, despicable, ignorant, and frankly beyond words to describe. Insane.

Closer to home, we had a totally senseless murder of a beautiful woman who was meeting friends for a nice night out in downtown Decatur, only to be gunned down by a sick individual who also was killing random homeless men with his 45-caliber handgun.

Maybe in this crazy world, we need to stop more frequently and take some time to appreciate each other. And make sure we soak up the gift that we have been given of the natural world, which we are part of despite our efforts to dominate, exploit, and separate ourselves from it.

When was the last time you smelled the pine-scented woods on a cold morning? Heard the wind whisper through the autumn trrees? Or felt the warmth of the low, winter sun on your face?

How many sunrises or sunsets have you seen this year? And how many will you see next year?

It is the “holiday” season, when the calendar forces us to stop and give thanks, celebrate our religious beliefs, and show appreciation to each other. Which makes it a beautiful time of year, and needed. Despite our lists and rush to make others happy, everyone seems a little warmer, nicer, and happier.

So, though I feel this way all year, I want to thank all of our great clients, many of whom are true friends, who have believed in Lenz and supported us, as we have worked very hard to support you.

Your resources given to Lenz don’t go to our off-shore bank accounts; they go to the wonderful individuals and families here at Lenz and have a major positive impact. Not only do you sustain us with food and shelter, which should not be taken for granted, but you also help us to provide healthcare and education, and support the hopes and dreams of many. So thank you today and every day!

Happy Holidays to everyone and Peace on Earth.

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You Should Know Eric J. Riesenberg

Eric J. RiesenbergHave you ever wondered how we ensure that the medicine we take, and that we give our children and loved ones, is safe and effective?

That’s Eric Riesenberg’s job, and it’s an important one. Eric is Director of Operations for the Atlanta Center for Medical Research (ACMR), a national leader in conducting medical research studies since 1980.

Under Eric’s leadership, ACMR is beginning a new phase in its already storied history by opening a new, state-of-the art research center that is truly the first of its kind. In the process, he may well change the face of pharmaceutical research forever.

Not bad for a 32-year-old.

Lenz is proud to partner with Eric and ACMR to refine the organization’s brand image, launch a new web site, and promote the Center through a PR and advertising campaign.

The new Atlanta Center for Medical Research is a $25 million relocation project from its initial design phase to its fully realized completion this month. The Center, located at the site of the former Southwest Atlanta Hospital Building, was entirely renovated and redesigned based on Eric’s forward-thinking vision. It is 150,000 square feet in all and features a revolutionary open-source structure, which adapts ACMR’s existing model to improve the overall quality of medical research across the industry.

In this model, other researchers have open access to the Center’s state-of-the-art equipment and highly-trained, expert staff for their own pharmaceutical research studies. Eric recognized the sheer size of the new Center as an opportunity to allow researchers without the infrastructure or proficiency in administering clinical trials to develop additional medications beyond what ACMR has the capacity for. This kind of progressive outlook reflects Eric’s passion for medical research and his confidence in ACMR’s potential to serve a greater societal purpose.

Additionally, Eric plans for ACMR’s new Center to be a revitalizing force in the Southwest, Atlanta neighborhood in which it is located. The Center will create an estimated 300 jobs by 2015, and he foresees that the community will be the primary source for filling these new jobs.

Now you know Eric J. Riesenberg.

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Join Me Saturday Night at Eddie’s Attic for the Album Release of “Eliot Bronson”

There’s a music happening this Saturday night at Eddie’s Attic in Decatur—and I hope to see you there!

Eliot Bronson—an Atlanta-based singer songwriter and great friend—is releasing his self-titled album, and it’s going to be an incredible show.

As some of you know, music has been a foundational element of Lenz since our inception. It inspires us, teaches us, and provides an escape whenever the daily grind threatens to wear us down. Over the last few years, Lenz has developed a more formal relationship with music by throwing and supporting fundraisers, promoting artists, and even performing!

Lenz’s newest and most significant music project to date is Saturn 5 Records, a music label we are launching with the release Eliot’s new album. The record came out yesterday and has been receiving national and international attention even before it has been released to the public. Tracks have been getting added to playlists at radio stations and Eliot can be heard on Sirius Radio.

The album has already received acclaim and attention from Paste magazine, Country Music Television (CMT), People magazine, Acoustic Guitar World, No Depression magazine, and many more. It’s even No. 1 in Belgium!

It can be purchased as a CD or Limited Edition Vinyl here or downloaded here.

“Eliot Bronson” was recorded live in Nashville earlier this year and produced by Dave Cobb, who is the hottest producer today in the category known as Americana (think Lucinda Williams and Ryan Adams).

Cobb also produced Jason Isbell’s Southeastern, the best-selling album of the past year, which won Album of the Year at last month’s Americana Honors and Awards show, and Isbell won Artist of the Year.

Also, Cobb’s work on Sturgill Simpson’s Metamodern Sounds in Country Music helped him win Emerging Artist of the Year. He’s been profiled in Rolling Stone magazine and by The Wall Street Journal.

As for Eliot, I’ve been listening to music for a very long time, and he’s as talented as they get. I’m not alone: Eliot a few weeks ago won Creative Loafing Best Songwriter in Atlanta. The record is a masterpiece. Everyone who’s heard it agrees. I know you will too.

See you Saturday. Here are the details, and hurry, because it is going to be a sellout.

Eliot Bronson Record Release Party

Eddie’s Attic in Decatur

Saturday, October 25 at 9:30 p.m.

Tickets at EddiesAttic.com

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Lenz TV Commercial Wins Davey Award

Lenz’s 30-second “It Happens” TV commercial, developed in early 2013, recently won Silver in the 2013 Davey Awards. The Davey Awards is an international creative award focused exclusively on honoring outstanding creative work from the best small firms worldwide.

Continue reading

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Feminism in the Media: Cultural Progress or Advertising Gimmick?

As anyone who has watched an episode of Mad Men can attest, the advertising industry has a long history of objectifying women.

PicMonkey Collage

A Del Monte Ketchup ad from the 1950s and a Carl’s Jr. ad from present day.

Thanks to both the long-standing tradition of excluding women from creative directorship positions, as well as the propagation of the age-old argument that “sex sells,” advertising has become a male-dominated industry with a penchant for degrading women on a regular basis. Continue reading

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Is Marketing Healthcare Like Marketing Shoes?

Is marketing healthcare like marketing shoes?

Well, kind of.

Healthcare marketing obviously requires extra sensitivity since the subject is private and deeply personal for most people. And because doctors should never prioritize a healthy business over a healthy patient.

But in many ways, marketing is marketing—whether for medical services or sneakers. Either way, your job is to communicate the value of your product to your audience in order to change or reinforce their behavior.

I’ve spent more than 20 years marketing healthcare organizations, so, yes, I do consider it a specialized field. But, if you’re a doctor, practice manager, or hospital administrator, don’t forget the basics.

Your prospective patients want value. They want to make choices with confidence. And most of all, they want to associate with brands, organizations and products that reinforce their views of themselves.

If the shoe fits, your audience will wear it.

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