Congratulations to Corbett Worldwide Healthcare Communications for recently receiving Med Ad News’ Agency of the Year Award in Category II ($10 million - $50 million in annual revenue) at the Manny Awards in NYC.

According to their press release, Corbett was chosen because of their “winning strategy of identifying and pursuing enlightened clients who appreciate the impact of ‘fresher’ ideas for their brands.” As a senior account executive at an agency specializing in medical clients, I’m looking to learn from these larger, award-winning agencies, especially as I move toward writing communications packages for our clients.

Corbett roots their award-winning campaigns in the connection between a brand and its audience. They use words like emotional and meaningful. No doubt these are important words in the healthcare communication vocabulary.

Currently, I assist in writing testimonials for a bariatric surgery center. I interview the patients to get their stories first-hand. I love hearing about how life-changing this surgery is for them and about the advice they have for others going into it. These testimonials are meaningful and often emotional. Like the Corbett model, I believe that these two words are so vital to a healthcare campaign in order to make that connection between brand and audience. A person debating whether to have a bariatric surgery is in a place where health and quality of life are at risk. This person needs to feel and understand that emotional and meaningful connection.

I personally feel a sense of fulfillment when I know I’m communicating a message that has true meaning for someone who is on the brink of making a life-altering choice, while representing someone who has experienced the benefit of making that choice. I know I’ve done my job when I can say that I am the connection.

Joanie (Hammes) Spencer has a BA in communication from Rockhurst University in Kansas City, Mo., and an MA in journalism from the University of Missouri. She dabbled in news reporting before sliding over to the advertising-PR side of the tracks.  Learn more about Joanie.

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