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Posts by Shari Short

  1. Healthcare

    Who cares about the Breakfast Club?

    What about the Xers? So much of the healthcare marketing we see now is geared towards the Boomers. Boomer this, Boomer that—Boomers even have their own health conditions named for them, like “Boomeritis.”  How old do the members of the Breakfast Club have to be before they become a target audience for your hospital service […]

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  2. Observations

    Are we really where we live?

    A while ago, my friend Eric and his family came for a visit. When he pulled into our driveway, he asked, “Hey, Shari, does every homeowner get a Subaru Outback with the house?” I looked around the cul de sac and up the street. As far as the eye could see, driveways hosted different-colored Subaru […]

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  3. Research

    How parenting is just like market research

    My six-year-old son asks a lot of questions. More questions than I ever knew one human could possibly ask. If I am lucky, I can answer maybe a third of them. Sometimes the questions are about Star Wars or subjects he learned in school, but there is always one common thread with his questions that […]

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  4. Strategy

    The Power of Celebrity

      Celebrity is potent. We’ve seen the power of celebrity recently with the death of a certain music icon — how it takes over the news and, in his case, a city budget. The power comes from celebrities’ ability to generate awareness — whether it’s fashion, diet or a cause, if they are affiliated with […]

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  5. Healthcare

    Hospitals That Don’t Want Your Head in Their Bed

    Ten years ago a hospital system in New York City opened several public diabetes clinics to help people better manage their disease. From insulin injection assistance to nutrition education, diabetic consumers could gain the knowledge they needed to change their behaviors. Within seven years, these clinics closed. Did the public need the clinics? Of course. […]

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