Point of View

Essays on healthcare, strategy, and what it takes to build something that matters in one of the world's most complex industries.

01
The S-Word
Why "simplicity" has become healthcare marketing's most overused promise, and why the brands leaning on it as an advertising angle have it exactly backward.
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02
The Healthcare Game Theory
What the Prisoner's Dilemma reveals about why American healthcare stays so fragmented, and where the real opportunity hides for organizations willing to play the long game.
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03
Go-to-Market in the Healthcare Market
The discipline most B2B healthcare companies treat as optional is the one they can least afford to skip. A look at why the most complex market demands the most marketing rigor, not the least.
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"Philip has a rare ability to hold several sides of a complex issue at once. In healthcare, where the regulatory and risk dimensions can be significant and easy to oversimplify, that kind of thinking is genuinely valuable. He sees the whole board."
Tim Feher
VP of Corporate Compliance, SCAN

Further Reading

Longer-form insight papers on marketing strategy, brand, and the business of communications — written for marketing leaders across industries.

01
The Hidden Cost of Marketing Without a Strategy
What organizations actually spend when tactics come before thinking — and why the real cost rarely shows up on a budget line.
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02
Cheap Content, Costly Noise: Why Strategy Matters More Than Ever
In a world of infinite content, volume without strategy isn't marketing. It's noise with a budget attached.
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03
Lessons from Marketing History
The strategies that shaped modern marketing still have something to teach us — if we're paying attention.
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04
From Search Rankings to AI Citations: Understanding GEO
How the rise of AI-generated answers is changing the way organizations get discovered, and what that means for how you show up.
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05
Inside the New B2B Landscape
B2B buying behavior has fundamentally changed. How you reach and persuade the people who matter has to change with it.
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