by Miriam Hara | Sep 11, 2025 | Branding, Communications, Marketing
It goes without saying that doctors hold a unique position in society. They are viewed as respected professionals, lifesavers and gatekeepers of our healthcare system. But behind their clinical expertise and decision-making authority, physicians are also consumers. They shop online, scroll through social media and make choices based on usability, branding and peer reviews. Yet when marketing to physicians this basic truth is often overlooked. That’s the reason why brands often fall short. when engaging with HCPs.
Recognizing that doctors are consumers, too, is key to building tools, systems and messages that actually resonate with them. This paradigm shift is especially important in Canada’s strained healthcare system, where physicians face mounting workloads, digital fatigue and administrative burdens.
Doctors Are Not a Monolith: GPs vs. Specialists
According to our segmentation partner, Head Research, not all doctors behave the same way as consumers – especially when comparing general practitioners (GPs) with specialists.
General Practitioners:
- Acting as the first point of contact in the Canadian healthcare system, they deal with a wide variety of cases in rapid succession
- They prefer communication that is simple, efficient, easy to understand and act upon. They have no time to waste
- They are highly focused on serving diverse needs. Special needs will be referred on
Specialists:
- Work in focused areas of care with much more complex diagnostics
- Many are fuelled by complex cases
- They rely on highly specific data, tools and procedures
- They expect high technical precision and depth
- They often face institutional and/or regulatory constraints on product use, especially for expensive treatments
Recognizing these differences helps marketers create better-targeted tools and communications, just like any smart business would for different consumer segments.
GP vs. Specialist: Consumer Behaviour Comparison
Understanding how generalists and specialists behave as consumers can improve product development, marketing and service provision.
| Theme |
GPs |
Specialists |
| Tool Preferences |
Integrated, time-saving, intuitive |
Precision tools, configurable, evidence-rich |
| Motivation for Use |
Workflow efficiency, accessibility |
Technical excellence, peer or institutional validation |
| Content Engagement |
Short, mobile-friendly, practice-relevant |
Deep-dive, specialty-specific, academically supported |
| Adoption Drivers |
Ease of use, peer recommendations |
Clinical rigor, regulatory fit, brand trust |
This table highlights that while all doctors value quality and evidence, their day-to-day needs and expectations differ significantly, just like different types of consumers in any other market.
Think about it: are you treating all doctors the same? Are you also considering how doctors behave outside of work to fine-tune your communications strategy?
Doctors are People first.
Doctors are more than just providers of care; they are users, buyers and human beings shaped by convenience, trust, habit and emotional relevance. In a healthcare system that increasingly demands efficiency, treating physicians as thoughtful consumers can drive better communications, engagement and use, resulting in better patient care.
In Canada’s evolving healthcare landscape, this shift in mindset when engaging with HCPs, is not just helpful, it’s essential.
Need assistance in reaching and engaging HCPs? Let’s chat.
by Miriam Hara | Feb 18, 2025 | Branding, Communications, Marketing
A True Brand Isn’t Optional
The word “authenticity” has finally had its run, being overused to the point of dilution. However the concept of authenticity and its intention is prevalent in many corporate boardrooms.
Out of the ruins of authenticity comes a stronger value… a greater commitment for brands to strive for. The emergence of the True Brand.
A True Brand isn’t an adjective, like I always say: brand is a living, breathing organism. A True Brand holds itself to a standard that embodies truth in everything it does.
True Brand: The New Standard
True Brands go beyond saying who they are; they show it. Every choice, every action, every interaction is an opportunity to affirm that truth.Truth isn’t optional for brands anymore. In a world where audiences are skeptical of polished promises, truth is the foundation of connection.
To be true is to resonate deeply with audiences, not by mimicking trends or chasing clicks but by standing firmly in what a brand genuinely represents. To my way to seeing, truth isn’t static, and neither is brand. It evolves as a brand grows, yet it remains rooted in the brand’s values.
True Brands Live in the Details
A True Brand communicates in ways that are as quiet as they are powerful. It’s not just about campaigns or catchy headlines; it’s about the details that whisper a brand’s character. Think about the colours that form the visual identity, the tone of voice across platforms, and the experiences created at every touchpoint. These elements must work in harmony, consistently reinforcing the brand’s truth.
True isn’t perfection, it’s intention. Audiences connect when they sense alignment between a brand’s promises and its actions. It’s in the little things: a company’s sustainability practices, how it treats its employees, or how it handles mistakes publicly. Each moment tells a piece of the story.
Beyond the One-Way Conversation
Audiences today expect to take an active role in the brands they support. They don’t just want to hear what a brand has to say; they want to feel heard. A True Brand creates space for dialogue. It welcomes feedback, adapts where needed, and stays accountable.
This two-way interaction doesn’t dilute the brand’s truth. Quite the contrary, it strengthens it. It shows that the brand’s truth isn’t about control; it’s about connection. The more transparent and engaged a brand is, the more it resonates with its audience.
True Brands Build Emotional Connections
The power of a True Brand lies in its ability to live in the hearts and minds of its audience. Truth, when woven into every fibre of a brand, becomes magnetic. It attracts loyalty, not because of clever marketing but because of genuine alignment with audience values.
This emotional resonance doesn’t happen overnight. It’s the result of consistent actions that reflect truth over time. When audiences see this consistency, they trust, and trust is the most valuable currency a brand can have.
Living the True Brand
Becoming a True Brand is a life long journey. It requires:
- Commitment to Values: A brand must know its core truths and let them guide every decision.
- Consistency in Execution: From design to messaging to customer experience, every element must align with the brand’s truth.
- Courage to Evolve: Truth doesn’t mean rigidity. It means growing in ways that remain true to the brand’s essence.
- Openness to Accountability: True Brands embrace transparency and are willing to own their missteps and make amends.
Truth as the Future of Branding
The era of authenticity has passed; we’ve entered the era of the True Brand. It’s not about saying the right things; it’s about being the right thing. Brands that understand this shift will thrive, not just because they meet expectations, but because they exceed them through a deep and lasting connection.
To be true is to be timeless. To be a True Brand is to live in its truth so fully that it needs no explanation, yet garners what is most coveted: recognition.
by Miriam Hara | Feb 4, 2025 | Branding, Communications, Content, Creative, Marketing
The marketing space is totally immersed with buzzwords that seem to dominate the collective thinking for a few years and then eventually fade away. Over the past decade, “authentic” has been that word—a term so pervasive that its over use has now made it obsolete and un-authentic.
‘Authentic’ in Marketing
I can distinctly remember that I first came across the Authentic word, in 2015, while working on a re-branding project. I also distinctly remember thinking that if something is authentic, then why do we need state it? But that was just me, remembering one of the creative writers telling me that ‘ if we have to say we are cool, maybe we aren’t?’
All musing aside, pinpointing the exact moment when the marketing world collectively embraced “authentic” as the new buzzword is difficult. Suffice to say, the rise of ‘authentic’ coincides with emerging consumers‘ growing desire for genuine, transparent interactions with brands. Forbes cited in a 2017 article, that consumers didn’t just want a product; they wanted a story, a purpose, and a brand they could believe in.
The Emergence of the Generational Shift
Brand marketers recognized that the up and coming consumers, Millennials and Gen Z, valued transparency and honesty. This word encapsulated the direction and the winds of change of how brands needed to evolved to maintain relevance (another buzzword).This shift led to marketing strategies that showcased behind-the-scenes content, user-generated stories, and missions aligned with social causes. The term “authentic” became synonymous with trustworthiness and relatability.
The Word of the Year 2023
Authentic. I remember writing an article on Merriam-Webster declaring “authentic” as the Word of the Year in 2023. And not only an article, but vlogs as well. The dictionary noted a substantial increase in searches for the word, driven by discussions around AI, celebrity culture, identity, and social media. That same year, Harvard stated “rizz” was the word the year 2023, but that word never gained the notoriety of Authentic.
The Kill of the Buzz
As every brand jumped on the ‘authentic’ bandwagon, the term began to lose its impact. When “authentic” is used to describe everything, it starts to mean nothing. When the emerging consumers no longer are emerging, but becoming the generation with biggest consumer power, reflection and change is natural. As Millennials and Gen Z take leader ownership, questioning the sincerity behind brands’ claims of its ‘authentic state’ was bound to happen.
After all, actions always speak louder than words.
The very essence of being authentic—being true to one’s own personality, spirit, or character—was overshadowed by a promotional approach to appear genuine.
Beyond this Buzzword and the Next
So, what’s beyond this buzzword and the next? It’s to recognize that saying a word doesn’t it make it so. There’s work to do behind any word that becomes the next coined term. In reflecting over the last year, I do believe that there is a shift. Many brands have done the heavy lifting and are really embracing the actions that are synonymous with the concept of authentic. From sustainable packaging to embracing causes that reflect the values of consumers.
The Buzz Kill of Authentic
Although the word may have reached its saturation point in the marketing space, the principles it represents remain vital. It’s time to let go of the jargon and embrace the real essence of the next buzzword in practice, not just in jest. After all… if you are cool, do you need to say you are?
by Miriam Hara | Jan 7, 2025 | Communications, Content, Social Media
The 2024 Word(s) of the Year
I don’t know if you feel the same way as I do, but there’s something oddly satisfying about seeing an entire year—its ups, downs, and collective quirks—wrapped up in a single word. But 2024? This year instead of one word stepping forward and claiming the crown, there’s an entire parade of words, each vying for its claim to the throne! Maybe it’s just a sign of the times. Or maybe there’s just too many dictionaries and publications weighing in on “the word” claim.
For your convenience…I’ve compiled a list, citing the word, its origins and why it’s considered the 2024 word of the year…and by which “governing body”. Enjoy!
Much Ado About Brain Rot
Oxford University Press handed the crown to ‘brain rot’ as the 2024 word of the year. Defined as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of trivial or unchallenging online content,” it captures the glazed-over feeling we all know too well after scrolling endlessly through cat videos, conspiracy theories, and dance trends we’ll never attempt.
The origins of the term date back to 1854 when Henry David Thoreau Walden. I haven’t read the book myself, but from my endless scrolling(ha!) to fact find this article, it is where the term ‘brain rot’ was first cited, Brain rot refers to the modern resurgence points to our collective obsession with low-effort content. Usage spiked by 230% in 2024, and honestly, I’m surprised it wasn’t higher. As Generation Alpha’s screen habits came under scrutiny, ‘brain rot’ has now become the term we reach for, part diagnosis, part cultural self-drag.
Manifest: Dream It, Do It, Post About It
Cambridge Dictionary gave us ‘manifest’—a word that’s been simmering quietly in the corners of self-help books and crystal shops but exploded this year thanks to social media influencers. Defined as “to imagine achieving something you want,” it became less about cosmic alignment and more about curating your life like it’s a Pinterest board.
It’s optimistic, it’s proactive, and let’s face it—it’s also a little exhausting. But in a year where uncertainty seemed to hang in the air like fog, ‘manifest’ was a small reminder that intention still holds power.
Demure: Quiet Luxury Goes Viral
Dictionary.com brought us ‘demure,’ and not since Jane Austen’s heyday has the word felt so relevant. Traditionally describing modesty or reservation, ‘demure’ got a TikTok glow-up thanks to influencer Jools Lebron and her catchphrase, “very demure, very mindful” in a series of videos posted to the platform in early August.
Suddenly, demure wasn’t just about avoiding the spotlight or being modest—it is used to describe refined and sophisticated appearance or behaviour and owning it, quietly. Usage spiked by 1200%, and if you didn’t at least try to pull off a “demure airport outfit” in 2024, were you even paying attention?
Polarization: The One Thing We Can All Agree On
Merriam-Webster brought us ‘polarization’—a word heavy with the weight of our times. Defined as “the process or state of dividing into sharply contrasting groups or sets of opinions or beliefs,” it was less a word and more a diagnosis.
Every headline, every debate, every family dinner seemed to circle back to it. And while understanding polarization is easy, fixing it?…well not that easy it seems!
Kakistocracy: A Word You Didn’t Know You Needed (But Did)
The Economist dusted off ‘kakistocracy’—a mouthful of a word that means “government by the least qualified or most unscrupulous individuals.” It’s not exactly subtle, and neither were the political moments that catapulted it into relevance.
It sounds sharp, like glass breaking. I don’t know about you…but that doesn’t sound like a good thing.
In closing… or reflection.
Words are important – at least to me they are. Specific words, such as these, define our collective state of mind (the borg comes to mind!). From ‘brain rot’ to ‘kakistocracy,’ 2024’s words are sharp, reflective, and sometimes a little too on the nose.
Here’s to 2025—may the words be kinder, the screens a little dimmer, and our collective brain rot kept in check. And if not… well, there’s always 2026.
by Miriam Hara | Dec 3, 2024 | Advertising, Business Success, Communications, Marketing
Are Greeting Cards the Next Dodo Bird?
In 2024…
…with our inboxes overflowing and social media delivering instant “Happy Holidays” posts, is this the year paper greeting cards join Tupperware and the dodo bird in history’s archive of nostalgia? Tupperware, once an icon of kitchen innovation, now on the brink of extinction. It’s a fate sealed for so many beloved traditions and items of yesteryear. And it raises the question: Are greeting cards next?
Every year…
…as the holiday season rolls around, I find myself wondering the same thing: Are Christmas and seasonal greeting cards becoming a thing of the past? For as long as I can remember, holiday greeting cards have been a cherished tradition in the creative, marketing, and advertising world. Every year, my creative team would push the envelope (pun intended) to show just how imaginative we could be.
I’d like to think…
…our clients, partners, and contacts looked forward to seeing what we’d dream up, year after year. Or is this wishful thinking? In the recent past, every year November rolled around, the 3H Team had a lively internal debate. Should we embrace digital greetings to showcase our tech-savvy side? Or stick with traditional cards, which feel more personal and tangible?
On one hand…
…digital communications reflect the fast-paced, connected world we live in. On the other, a beautifully crafted card; something you can hold, display, and enjoy, offers a level of warmth and thoughtfulness that pixels can’t replicate.
The annual debate…
…had been silenced….another COVID casualty. Cards couldn’t reach the intended person in a timely manner, so during COVID, why bother? E-cards were the only mode available for close to 2 years.
As the world turns…
…and seasons change, what was once off-trend, is now in. So what do you think? Paper or digital cards? We resolved the issue by doing both. After all, why does it have to be an either or? We do traditional cards for the seasons, and a digital new year’s card! The best of both worlds, and more importantly…. we connect with our clients and business partners twice!
Ultimately…
…the tools may evolve, but the principles of great marketing never change. It’s about connection, creativity, and making someone feel seen and valued. That’s why embracing relationship-driven approaches, never feels outdated. Actually, they are timeless.
My personal perspective…
…has always been that this time of year is the perfect moment to pause and reflect on the power of personal touches. In a world overwhelmed by emails and instant messages, the act of sending a card stands out. It’s a simple but powerful reminder that business is, and always will be, about people.
Of course if you’re living in Canada, this is a moot point….Canada Post Mail Service is on strike!
Merry Christmas & Happy Holidays to one and all!
by Miriam Hara | Jul 9, 2024 | Business Success, Communications, Social Media
Like many social platforms, the LinkedIn social platform has evolved. It launched itself as a social platform for professionals and to a large extent it has maintained that unique edge. I would argue that LinkedIn has somewhat devolved into a professional Facebook platform, with the many animal posts, inspirational/motivational posts or even sharing family milestones. But that’s a debate for another time. I’d like to discuss why we, as professionals are on LinkedIn, and what benefits that it provides.
Regardless of how many feel some posts are inappropriate for the platform, I still feel that LinkedIn is foremost a professional platform. That is how I use it as a professional and for my company.
In today’s world of hybrid remote working habits, coupled with company cell phones, the concept of the ‘cold call’ is becoming chillingly extinct. Reaching out to potential clients and trying to connect when there is no prior personal relationship or knowledge of your company is becoming increasingly difficult. Or is it?
Essentially, there are viable options for business development. We can all raise our arms in exasperation, but that leads to nowhere. Or, professionals and businesses alike must embrace the change of today’s business world and quite frankly celebrate the opportunity!
While the conventional cold call may be going the way of the DoDo Bird…. the new way of cold calling is quite liberating. As professionals our world has become way larger. The world is your oyster, and any segment you chose to pursue, a pearl can be found! No longer are we limited to geography, albeit, there are political considerations and possible limitations of transferable skills in regulated industries, but still our “professional” world is bigger. Who we can reach, how often we can become visible to our intended audience/target/potential clients has multiplied.
The Pros:
- No matter the industry, you’ll find a LinkedIn group/community that you can join. More importantly, you can participate in as a professional looking to increase your personal brand, or as your company.
- No matter where you reside, the acceptance of remote working, has provided many professionals with greater prospects that would have otherwise not have been possible, without relocation.
- The shear number of potential prospects that can be accessed via LinkedIn would never have been feasible, even by attending conferences physically and meeting face to face.
- If, finding the perfect lead is like the proverbial needle in a haystack; then, with LinkedIn, you can poke at numerous haystacks…simultaneously.
- The definition of relationship has opened up. You can now begin and have a relationship and connect with people you have never experienced a physical handshake with.
It does take effort to reap the benefits of LinkedIn, on a personal and business level. Here are the top 5:
Optimize Your Profile. Ensure that your profile is concise and utilizes keywords that clearly articulates your role. LinkedIn has its own search engine, so make sure that these keywords appear on your profile.
Keep Your Company Page Current. A company page shouldn’t sit there collecting dust. It must constantly be relevant and what is posted there must showcase company culture, brand values and mission, minimally.
Share Often. Share company updates, articles, and industry news to keep your audience informed and engaged, both on your company page and on your personal page.
Engage Consistently. Foster a community by engaging with followers through comments, shares, and discussions. Respond to inquiries and feedback to build trust and loyalty.
Build Visibility. Publish articles, create a company newsletter, promote products or services and post consistently.
Business development has definitely evolved, but that isn’t a necessarily a bad thing. I hope you found this helpful. I invite you to connect with me on LinkedIn, or connect with me here.
