The healthcare world changes, evolves, and develops. It has many sectors and angles to be seen from, which is why it is something that continues to fascinate and drive us every day. Similar to the industry we all know and love, our team here at KNB is anything but one-dimensional.
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Beth Cooper, Marketing and Social Media Director
What phase in the process of developing a new marketing campaign excites you the most and why?
Brainstorming with my team for a creative activation is the most exciting for me, particularly that "aha" moment when I know we've landed on the winner.
What is your favorite part about the culture at KNB Communications?
The feeling of community. Everyone is incredibly smart, but no one takes him or herself too seriously. We both challenge and support each other, and most of the time manage to have a fun time while doing so.
If you could only use one social media platform for the rest of your life, which one would it be?
I don't know that I want to make that kind of commitment! My current favorite platform is Instagram. Social platforms either change with the trends or they don't. The ones that adapt wisely live on; the ones that don't go the way of MySpace. Instagram has changed so much over the past five years I have been using it, and so far it seems like they are being smart as they evolve. In addition to their own innovation, as soon as they see something that works well for another platform, they add it into theirs. For example, IG Stories was launched shortly after Snapchat became popular. While I'm not yet fully convinced of its longevity, at this point I would choose Instagram.
How do you feel you have applied your J.D. and extensive legal knowledge to the HealthTech industry?
My passion lies in the creative communication aspects of health tech. However, spreading news and information about new tech, particularly in health care, is subject to many statutes and regulations. The digital marketing landscape also raises novel legal considerations. Social media / digital marketing law is a niche subject that I find incredibly interesting.
What new healthcare technology trend do you find the most interesting?
It's actually a combination of trends -- cloud computing and AI. The ability to produce, store, and access enormous volumes of diverse data continually improves with cloud computing and storage. Machine learning and AI allow us to manipulate and analyze that data and derive useful insights. There are countless applications in the healthcare industry, from diagnosis to treatment to access to care to patient outcomes. I love learning about the new advancements, whether it is from our clients directly or reading about it in the news.