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Brand strategy and activation firm Trajectory co-president Randi Brody is quoted in this article on – 4 ways the nutricosmetics market is maturing.

For personal care marketers, three important takeaways include:

1. Given that health and wellness is booming, positioning around “beauty supplements” is limiting and might be leaving money on the table. Aging isn’t just about how you look, but about how you feel.

2. By using ingredients that can help consumers thrive physically while looking their best, nutricosmetics (as well as close-in categories like skin care) may have a more far-reaching appeal beyond anti-aging to “healthy aging.”

3. Beyond the formulations themselves, companies taking an overall healthy lifestyle approach to their marketing (integrating how we live, what we consume and how it affects our overall health, vitality and appearance) may also have an edge.

Net: there has never been a better time for companies to seize the opportunity to assist consumers in their quest to live healthier and better lives!


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You might be saying to yourself – what the heck does Tesla have to do with us? We’re in the healthcare business, they’re in the car business. Tesla’s a new and exciting brand. We’re not. Tesla can be featured in articles like this on – Another Quarter, Another Retail Refresh for Tesla. We can’t.

But that’s where you’re wrong. Who carved the hospital marketing rules in stone? Who pre-determined that it must consist of seemingly interchangeable print ads and TV spots featuring doctors and smiling patients, and mentions of multiple awards, world class care close to home and foreign-sounding technologies and procedures.

Now is the ideal time for hospital marketers to spread their marketing wings. Consumers are actively shopping for their healthcare, and new retail and technology competitors are shattering traditional boundary lines and practices. As a result, expectations are changing and hospital marketers need to step up to the plate to maintain their relevance.

Consider what makes brands like Tesla stand out. Beyond being driven by a compelling vision, they’re brought to life in ways that are distinguishing, interesting, empowering, surprising and delighting. And these characteristics don’t change based on the category. The rules, and expectations, are the same across the board.

Which brings us back to what hospital marketers can learn from Tesla. It’s implementing a twice-yearly retail refresh to generate buzz, attract shoppers and offer something new to existing drivers. The idea is less about selling product and more about shoppers spending time with the brand. Ultimately, Tesla’s goal is to build a luxury lifestyle brand (a la BMW, Porsche and Ferrari) by pushing expensive clothing and accessories and deepening relationships with its affluent customers.

Clearly, we’re not suggesting you introduce your own line of designer hospital clothing and accessories. But we are strongly suggesting that you can bring your hospital brand to life in more distinguishing, interesting, empowering, surprising and delighting ways. To get you started:

1. View your world through the eyes of the customer, and how you can better their lives, rather than your organization, offering and brand. Thinking like this provides a path to a much deeper relationship (a la Tesla), beyond one driven by functional benefits and which tends to be relatively shallow and vulnerable.

2. Look outside at external role models. Based on your brand purpose and goals, start by reviewing a number of different product categories, and identify the brands that focus on the same or similar brand purpose dimensions or have tackled the same kinds of challenges. Which best interpret and deliver the elements that your brand is striving for? Finding role models almost always leads to fresh thinking and insights.

3. Widen your lens to consider the entire ecosystem of potential platforms and partnerships available to advance your customers beyond what you can do alone and beyond the means of your competitors. Look across the entire customer journey, and consider with whom can you partner, what can you help customers accomplish and what are the environments that you can own to make this happen.

For the right audience, your brand can be as exciting as Tesla!



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As a brand strategy and activation firm focused on creating new energy for brands across healthcare, personal care, wellness and lifestyle, we’re into brands, products and behaviors that help us to get well, stay well and live well.

So here’s a helpful article on beautyandwellbeing.comTop 10 healthy snacks – to help you create your own healthy burst of energy.

After all, we want to help keep our clients as healthy as possible!



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As a brand strategy and activation firm focused on healthcare, personal care, wellness and lifestyle, our Trajectory team members are obsessed with brands that help us to get healthy, feel healthy and live healthy.

From a personal story that you’re drawn to, to packaging that simply and beautifully attracts, to a lifestyle brand that creates a vibrant and interactive community within its users, we can’t get enough of our favorite brands.  This week, VP of Business Development, Rick Zaniboni, lists three of his favs.

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I love Kuhl, a terrific outdoor lifestyle brand that delivers well-crafted, durable and stylish outdoor apparel. The company was founded by three skiers and a rock climber and has built up an impressive line of rugged, yet stylish pants, shirts, jackets, sweaters and outerwear for like-minded and aspiring adventurers. Khul has also created an impressive digital and social brand platform that authentically reinforces their brand promise of “Born in The Mountains.” Visually stunning, is easy-to-shop and home to multiple role model bloggers, gear reviews, trip reports and content built around “Mountain Culture” for a community of like-minded, stylish adventurers.

Izze – All Natural Flavored Juice Beverage

I drank my first Izze at a Chipotle. I was drawn to the glass bottle, vibrant color of the juice and simple labeling.

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Crisp, sweet and satisfying, I loved that first Izze even more than my first burrito bowl. I quickly scanned the ingredients after my first swig to see if this would a one time guilty pleasure or genuine, healthy alternative beverage. To my surprise the ingredients read: Fruit Juice Blend (Filtered Water, Apple, White Grape, Orange and Grapefruit Juice Concentrate, Sparkling Water, Citric Acid, Gum Arabic, Red Radish Juice (Color). No High Fructose Corn Syrup? Not even Cain Sugar? And no artificial food coloring? They use Red Radish Juice to color their Grapefruit Izze! How cool. Izze is a winner and now a healthy favorite of my entire family.

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Another huge winner in my book is Chipotle, not only because they introduced me to Izze, but for numerous other reasons. Primarily because my mouth and my tummy love them! The food tastes fresh and nutritious and I don’t feel like a pig after eating a giant Carnitas Burrito Bowl. I feel satisfied. I believe this all stems from Chipotle’s promise to deliver “Food with Integrity” and the fact that, as they say “Real Ingredients Just Taste Better.” They serve only 100% non-GMO, fresh, local produce and meat from real farms that raise their livestock in open space and don’t inject them with all kinds of hormones and antibiotics. Chipotle not only tops my list in the Fast Casual dining space, my daughter and I will travel well beyond our intended path just to dine at one, it is iconic in my mind as one of the few brands that live its promise or a true “Brand with Integrity”.

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They are the most fundamental of healthcare branding questions:

• What does your healthcare organization stand for?
• How is it different?
• Why should people care?

With everything in healthcare changing around you (as well as your customers and prospects), a strategically grounded brand platform keeps you on course by guiding your organization’s thinking, communications and behavior.  Essentially, everything you say and do as an organization. Without it, you’re like a ship whose lost its rudder – drifting without clear purpose and direction.

If you’re into sports, and analogies, think of the brand platform as a football playbook. Built upon the strength of your personnel, the personality of your staff and your past successes, the playbook (platform) contains descriptions of all the strategies and plays used by your team, issued to personnel to study and memorize before the season begins (or when new people join the organization).

Imagine the consequences of not having this playbook. Team performance would be chaotic and haphazard. And the team itself would be unrecognizable to fans. Same without a brand platform, though not as immediately obvious. Though the outcome would be the same.

While elements of a brand platform tend to differ, what can not differ is the rigger with which it’s developed. It must be grounded in:

• the discovery of your organization’s true purpose
• its going-forward business direction
• its guiding values and true voice
• the context of the changing healthcare marketplace
• promises you’re capable of delivering to all internal and external audiences

Everything you say and do inside and outside of your organization – through your people, products and services and experiences – builds an impression. Either a positive one or a negative one. And the only way to ensure that you’re all marching from the same playbook is through the creation and deployment of your brand platform.






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As a brand strategy and activation firm focused on healthcare, personal care, wellness and lifestyle, our Trajectory team members are obsessed with brands that help us to get healthy, feel healthy and live healthy.

Jean_Trajectory_VP Client ServicesFrom a personal story that you’re drawn to, to packaging that simply and beautifully attracts, to a lifestyle brand that creates a vibrant and interactive community within its users, we can’t get enough of our favorite brands. Over our next few posts, we will share our insight on what makes them so great. This week, VP of Account Services, Jean Mastrandrea, lists three of her favs.


Dr. Andrew Weil






Dr. Weil is a medical doctor and Director for the Center for Integrative Medicine of the College of Medicine at University of Arizona, author on holistic health and natural preventive practices, as well as a chef and restaurant owner. His center is the leading effort in the world to develop a comprehensive curriculum in integrative medicine. Through his fellowships, he is now training doctors and nurse practitioners around the globe. Dr. Weil is transforming healthcare one fellow at a time through IM, healing-oriented medicine that takes into account the whole person, including all aspects of lifestyle. Check out his Self Healing newsletter and his cookbook (in my opinion the best cookbook out there), True Food.


Hampton Creek

My new favorite brand. Exists because they believe that everyone should be able to eat delicious food that’s healthier, sustainable, and affordable. Led by the question what would it look like if we started over? Great line. Check out their Dear______, open letter series in the NY Times. So clever.

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Also, their website is stunningly simple, visual and tasty.

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Michael Chiarello, Celebrity Chef


“Gathering friends and family around the table is one of the best ways to celebrate life.”-Michael Chiarello, chef, host, vintner, sustainable farmer.

I could not have said it better myself.  From his recipes and books, to his Napa Valley store to his fabulous restaurants, his brand resonates with me being a cook and lover of good wine (plus the fact that he is environmentally on point with his sustainable philosophy when it comes to farming and farm to table). Chiarello is one of the best chef personalities in the business. My favorite recipes of his include: Tiramisu Bon Bons, Prosciutto Wrapped Fresh Green Figs, Stuffed Zucchini Blossoms.




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Revealing article with implications for marketing wellness on – Brands should prioritize wellness, finds Daymon Worldwide study.

The study, conducted among 500 women and 500 men across the US, sought to uncover how shoppers’ concerns about personal care (and food) ingredients are changing purchasing behavior. Findings revealed that ingredient fears are dictating the choices consumers make regarding where to shop, what to buy, and what to avoid – in an effort to choose healthy products.

These findings reinforce what we know to be true on a larger scale (and beyond our verticals focus of healthcarepersonal care, wellness and lifestyle) – that interest in wellness is going mainstream, and that it cuts across all demographics in our search for better, healthier and smarter solutions that fit with a “healthy lifestyle.”

In fact, we see many brands today, beyond those in the traditional wellness space, integrating themes of wellness into their marketing:

• Prudential, provoking us to think about our “financial wellness” in retirement through its Challenge Lab

Ikea, whose vision is to “create a better everyday life for the many people”

• And Four Seasons, which integrated wellness into its social campaign by laying out a month of healthy activities as part of its #30DaysofEnergy challenge

Given the pervasiveness of wellness, it has never been a better time for brands to seize the opportunity to support people in their quest to live happier and healthier lives. Key to success, we believe, will be how seamlessly and simply brands can help integrate wellness into people’s everyday lives.




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Our work should provoke some kind of action. It should make people feel something, do something, see something in a new light. Help them solve a problem beyond what they can do on their own. Ideally, in ways that are both simple and practical. Which moves them forward, moves brands forward and moves business forward. Otherwise, what’s the point.

Here’s an example of this kind of (industry-recognized) work. It’s from Grey Group Singapore which teamed with the NGO Neelvasant Medical Foundation and Research Center for client Talwar Bindi. The campaign, called The Life Saving Dot, turned bindis into “Life-Saving Dots.”

As background, millions of women (71 million plus) living in rural India suffer from diseases linked to an iodine deficiency. It has been linked to breast cancer, fibrocystic breast disease, and it severely affects the mental and physical development of babies in pregnant women.

While supplements in the form of pills are available, women weren’t getting or taking them. So, how do you help these women get the required dosage of iodine? When talking to doctors, Grey discovered that the problem could be solved by absorption through skin—this was their eureka moment.

The solution was the Life Saving Dot – an idea that transformed bindis (already worn by every Indian woman as a traditional symbol of beauty) into iodine patches. Every woman requires between 150 – 220 micrograms of iodine daily. These bindis dispensed that amount to the wearer daily.

The bindis were initially distributed at Neelvasant’s already existing network of medical camps, reaching 30,000 women. The next stage will see them produced and rolled out on a larger scale. Congrats to Grey on this amazing initiative.

How to build this kind of meaningful two-way activation? Here are five steps to get started:

1. Isolate the real problem you’re trying to solve, rather than leading with the “supposed” solution
2. Identify what drives (or not) customers’s attitudes, passions and behaviors
3. Unearth all of your brands ambitions and possibilities
4. Brainstorm possibilities at the sweet spot of #2 and #3 to deliver maximum customer value and competitive advantage
5. Advance ideas that move customers forward, who in turn drive business forward




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Do you ever get a warm, fuzzy feeling when thinking about your favorite brands? You’re not alone. As a brand strategy and activation firm focused on healthcarepersonal care, wellness and lifestyle, our team members are obsessed about brands that cross these categories.

From a personal story that you’re drawn to, to packaging that simply and beautifully attracts, to a lifestyle brand that creates a vibrant and interactive community within its users, we can’t get enough of our favorite brands. This week, Trajectory Account Executive, Michelle Zarella, lists five of her favs.


Poler Stuff


As I mentioned in a previous post, I love Poler Stuff. Pulling on one of their beanies on a cool morning before a run, bringing their camera cooler with me on longer day trips to keep things cold, or sipping coffee from one of their mugs in the morning—I love using their products, and its because I feel involved in the brand. Poler speaks to the type of lifestyle I like to live, and they fit seamlessly into my every day. Not to mention, their social media is on point.



Oribe has everything you could want in a line of hair care products.  They’re silky and effective, and the smell is amazing (really, men and women alike should own their texturing spray). Their signature scent, Cote d’Azur, runs throughout the line, so that all products work together and build upon each other. The packaging is also so appealing that you don’t mind leaving it on the counter. Some brands just signal luxury and Oribe is really the pinnacle for hair care. They recently started using the hashtag #oribeobsessed and I definitely fit into that category.

Harvest Snaps

Harvest Snaps

This brand is fun. Like really fun. They are fun to eat, fun to look at, and fun to tweet at—all around I just really enjoy the experience that Harvest Snaps creates for its consumers. I don’t eat chips, but in the office, you’ll usually catch me with a bag of these on my desk.


tesla_favorite brands

There isn’t a more interesting (or exciting) brand out there right now. Even people with very little interest in the auto industry (like myself) cannot help but be charmed by Tesla’s CEO, Elon Musk, and his vision for the future of tech and automotive. He’s also sort of the people’s champion/real and human challenger up against the establishment. Plus, they already have some pretty serious brand loyalty on their side.

Kim Kardashian


Just Kidding! Kim actually ranks as one of my least favorite “brands.”  I will turn my television off if she (or any of her sisters) come on screen. As certain brands speak to your values and your beliefs, the Kardashian brand speaks to what I most dislike about our culture. By spreading their lifestyle of wealth, wantonness, and lack of real substance across the general population, this brand is doing the world zero favors. It’s ashame that they’re laughing all the way to the bank.

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The evolution in the health care delivery model to value-based reimbursement means an emphasis on improving quality and the cost efficiencies of care.  This translates to healthcare providers actually having to compete on value, like most other consumer-based industries.  At the same time, new retail and technology competitors are shattering traditional boundaries, further challenging customer expectations and the traditional “behind the curtain” healthcare value proposition.

How does a hospital marketer prepare for this transition – from a focus on volume and profitability of services provided, to the patient outcomes achieved?

Here are a few suggestions.

Activation Beyond Advertising. It’s one thing to raise awareness through advertising. But getting customers (your patients) to participate in their own health requires activation. Alongside you and through your brand as a platform to deliver maximum customer value and competitive advantage. It’s a win-win all around to prevent hospitalization through a more participatory approach – physically, digitally, experientially – to improve outcomes and cut costs.

To quote Dr. Sheldon Zinberg, founder of patient-centered medical group CareMore: If you put the patient first, the patient will profit, and you will profit. Driven by this philosophy, CareMore actually bought air conditioners for frail elders during a heat wave, a much less expensive alternative to a hospital stay.

Look Beyond Current Borders.  Consider the convergence of multiple industries like technology, telecommunications, music and consumer electronics. New industry players transformed traditional value propositions by asking the question “what’s best for the customer.”  The same will happen (is happening) in healthcare. But beyond new competitors, apply this same proactive thinking to seek out prospective partners, to create an ecosystem of providers aligned to improve health.

Different Patient Populations, Different Needs.  Consider the broad buckets of clinical segments, i.e., people with multiple chronic care conditions (who account for the largest percent of healthcare spending), people who are at-risk for major procedures and those who are healthy and who might have minor health conditions.

How can you do what’s best for each of these customer segments? How can you significantly improve the value equation – moving them forward in ways that they can’t do on their own and beyond the reach of your competitors?

Create A Strong Brand Identity. Given the changing healthcare landscape – empowered patients, growing cross-industry competition, evolving provider and insurance industry relationships – an overarching brand identity must be able to support an ecosystem of traditional, retail, e-health, and social-media components; along with binding together the multidisciplinary teams of providers who need to see themselves as part of a common integrated unit.


For hospital marketers, the future requires a fundamentally different strategy. One that is focused on maximizing (demonstrating) value for patients, where value is defined as the health outcomes achieved that matter to patients relative to the cost of achieving those outcomes. Most industries already compete on value. Now healthcare must do the same.



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