MARKETING
The Secret to Growth? Adapt Your Brand One of our missions at HS&M is to bring to the forefront tools and techniques to bring our readers best practices in the industry. While we usually share lessons learned through direct success stories, we have heard so much about Klick Health’s new Adaptive Brand Playbook that we reached out to see if we could find a way to bring it to our readers. Klick was gracious enough to allow us to give you an overview of the playbook, its origins and offer it to our readers. With over $30 billion spent on medical marketing in the United States alone, this seemed like a useful service to help make your marketing more efficient.
51 | HS&M JULY/AUGUST 2019
THE ORIGIN OF THE ADAPTIVE BRAND PLAYBOOK We all want to know what’s coming next, what HCPs and patients want, and how to communicate our differentiation to them better than any of our competitors.
Leerom Segal, co-founder and CEO of Klick Health, set his agency on the path of helping clients discover those things. “For decades, there’s been a gap between what sales and marketing have wanted to achieve – a highly effective personalized message delivered at just the right time – and
