Why Storytelling is the Best Way to Engage Health Care Audiences

Posted by Benedict Johnson, 14 Aug 2013

Additional reporting by Nick Dutnall.

Relying on numbers at the expense of human judgment and experience, no matter how reassuringly extensive the latter, can lead to poor decision making that has far-reaching consequences (see our recent post on the limitations of “big data”).

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Coca-Cola Falls Flat Tackling Obesity

Posted by Jon Thomas, 23 Jan 2013

This past weekend my beloved New England Patriots, a team in the U.S. National Football League, lost in the conference championship game, falling one game short of the Super Bowl. I was devastated and inconsolable, and even as I write this I sadly consider what could have been.

Up until what ultimately became the Patriots’ final game, their season was fantastic. They won 12 out of 16 games and earned the second seed going into the playoffs. But against a motivated Baltimore Ravens team, the wheels came off and the Patriots were handily defeated, at home no less. I wholeheartedly expected the Patriots to at least make the Super Bowl, if not win it. I never expected this. 

I had a similar surprise as I watched Coca-Cola’s two-minute spot addressing the obesity problem, which is often blamed on the soda industry and high-fructose corn syrup. If you haven't seen it, take a look. 

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