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 | Aug 28, 2025 | Advertising, Branding, Business Success, Marketing
The How
As marketing creatives it’s very easy for us to dream big… We talk a lot about ideas in marketing. Big ones. Bold ones. Ideas that get pinned to mood boards and pitched in boardrooms. But in branding, it’s not enough to ask what or why. The real turning point often comes when we ask: How will we achieve the KPI.
Regardless of the idea, or the dream… of the What If…moment, it takes consistency and clarity for those ideas to turn into achievement. The How matters.
The How? is the intersection of creative momentum meets operational reality. Answering The How, thrusts the vision into action…into reality.
The How transforms a strategic insight into an actual moment of connection with a customer.
Creative ambition grounded for the good
All creative concepts or campaigns start with a set intention or objective. Maybe it’s a needed shift in perception. Maybe it’s reach, or resonance, or renewal. Without asking how, achieving that specific objective often falls short… Regardless of the where, or when. The question of How matters: Consider these:
- How will this message live beyond the presentation deck?
- How will the audience interact with it?
- How will we maintain tone and consistency across touchpoints?
These are not secondary questions. They’re foundational. The brands that ask them early build better from the start.
Ideas need infrastructure
Some believe constraints limit creativity. But in practice, the opposite is usually true. Deadlines, budgets, and audience behaviours do not kill ideas. They sharpen them.
Asking How? provides focus. It gives structure to the concept without stripping it of power. It asks teams to think through the steps. From concept to execution. From message to moment.
It’s one thing to say your brand is inclusive. It’s another to reflect that promise in your visuals, language, website UX, and media strategy. What we say is one thing. How we show up is what the audience actually remembers.
Take Mastercard’s True Name campaign. The brand had a powerful insight: many transgender and non-binary individuals face challenges when using a name that doesn’t match their identity. Mastercard didn’t just craft a message around inclusion. It asked: How can we change the experience? The result was a product innovation that allowed customers to use their chosen name on their cards. Creative, strategy, legal, and operations worked together to bring the idea to life. And because they asked How? early, the campaign landed with authenticity and action behind the message.
How? protects the insight
There’s a moment in every creative process where good ideas risk getting lost in translation. Internal approval cycles. Channel limitations. Format tweaks. A watered-down campaign doesn’t happen all at once. It happens slowly through a series of small compromises.
“How?” helps safeguard against that. It prompts teams to stay focused on the intent behind the idea. To ask: How do we adapt without diluting? How do we scale without simplifying the soul of the message?
It’s where creativity and clarity meet
Too often, creative and strategy are treated as separate tracks. But asking How? invites both into the same conversation. It’s where marketing earns its edge not just in what it says, but in how seamlessly it brings that message to life.
When done right, How? creates alignment. Between teams. Between message and moment. Between what a brand promises and what the customer actually experiences.
Final word: Start strong. Follow through.
In branding, execution is the invisible ingredient. If the customer doesn’t feel the intention, it doesn’t matter how clever the idea was in the room. Asking How? makes sure the work moves not just creatively, but meaningfully.
It’s the question that brings the big picture into focus. And more importantly, into form.
by Miriam Hara | Aug 20, 2025 | Agency, Branding, Business Success, Marketing
My Brand Commandments: The Non-Negotiables
This is the last of my series about my entrepreneurial journey. I truly hope that you enjoyed the last 5 blogs and that it provided you with some incite and value.
Last doesn’t mean least, and in this case, this is perhaps the most important blog of the series. Every brand has big ideas, but what matters most are the non-negotiables that comprise of the values and standards I refuse to bend, no matter the challenge or the client. For me, these brand commandments aren’t just aspirational. They are the guardrails that keep my work honest, my team focused, and my clients confident that what we promise, we deliver. I’ve simplified them to 10 must dos…and here they are:
1. Always Lead With Clarity
Confusion is the enemy of progress. Whether in strategy, creative, or communication, I refuse to settle for muddled thinking. I dig until the message is clear and the plan is actionable, each and every time.
2. Be Bold, But Never Reckless
Bravery is baked into every brand we assist. Encouraging risk-taking, original thinking, and pushing the boundaries of what’s expected, is simply my go-to. But every bold move is backed by insight, not impulse, and that is key.
3. Listen First, Advise Second
Real understanding starts with listening. Invest the time to hear clients’ concerns, ambitions, and blind spots before jumping to solutions. My advice is always rooted in empathy and context.
4. Respect the Process, But Be Prepared to Question Everything
Knowing what works helps, but it’s key that you face each and every mandate like it’s the first time you’ve seen or heard of the challenge facing the brand. Never let habit replace curiosity. There’s nothing fron with following proven steps, yet I’m never afraid to ask, “Is there a better way?” That’s how progress happens.
5. Simply Show Up.Fully. And Be Ready To Play.
Partnership means presence. I bring my full self to every meeting, every brief, and every challenge. I don’t dial it in. I dig in, and I expect that same from my team.
6. Always Overdeliver
Honesty is non-negotiable. I won’t sell quick fixes or magic solutions. I won’t take on a mandate or timeline that is unrealistic and will set the brand up for failure. When timelines are not realistic, or budgets not sufficient to deliver on KPIs, I say so, right at the get go. Don’t get me wrong, I’ll work relentlessly to exceed expectations, every chance me and my team get. But the mandate or the challenge needs to be realistic. Off topic, I’m pretty proud of the fact that my team feels the same way.
7. Own Mistakes and Share Wins
Accountability is at the core of trust. When things go right, I celebrate with the team. And we are a team…which I lead. Showing up everyday to lead means responsibility and building trust. So when things go wrong, I take responsibility and course-correct fast.
8. Stay Human
No brand is built by algorithms alone. And, couple that with AI…. staying human is and will become more on trend than we think. I believe in face-to-face conversations, hand-written notes, and a sense of humour. People do business with people, and building relationships with people… Make sure your brand remains authentic. It’s essential to remember, logos do not make brands.
9. Keep Learning, Keep Growing. Keep Open.
What works today might not work tomorrow. Just like what didn’t work yesterday, may work tomorrow. It’s essential to look at situations with a fresh eye and not be tarnished about the past failures. Keep a fresh perspective.It’s equally important to never stop learning from clients, peers, and yes, competitors. Growth is a lifelong pursuit…and has no end date.
10. Protect the Why
When the work gets hectic or the market shifts, I remind myself and my clients: our purpose is the anchor. We don’t chase trends at the expense of what matters most. It’s not important to jump in on the band wagon, especially if it doesn’t resonate with the brands’s persona.
These brand commandments aren’t just words on a page. They’re the backbone of my brand, the measure of my partnerships, and the reason clients trust me when the stakes are high.
If you’re building a brand, or simply want to show up more boldly, hope these brand commandments inspire you to set your own non-negotiables. Don’t forget and never minimize the importance of understanding what you stand for. Ultimately, it is what will make you and your brand stand out.
by Miriam Hara | Aug 12, 2025 | Advertising, Agency, Branding, Business Success, Marketing
My Promise = My Positioning Statement
A positioning statement isn’t just for your website. It’s a filter, a promise, and a mantra. Every decision, campaign, and conversation is measured against that promise. When clients work with me, they know they’re not getting boilerplate thinking. They’re getting a partner who asks the hard questions, sees the potential, and pushes for the kind of results that matter.
The positioning statement tells every client: here’s what you can expect, every single time. At 3H Communications it’s summed up in a tagline “exceed beyond”. The positioning statement has derived this two word mantra.
The Brand Mandates I’ve Worked On.
I’ve worked with challenger brands fighting for recognition. Established players wanting to reinvent themselves. And purpose-driven companies searching for that ‘one-thing’ that sets them apart. They all share one thing: successful ambition and drive. When clients come to me, they want an agency who doesn’t just deliver creative. They want an agency that brings focus and courage to every move they make.
This isn’t just about standing out it’s about standing for something. For the mandates we are entrusted with, that means having a voice that’s unmistakably theirs and a market presence that’s both strategic and unforgettable.
After years of successfully shaping brands in regulated, competitive, and fast-moving markets, I found clarity in this single sentence:
“I help brands in complex, competitive spaces own their voice and their market, through strategic clarity, creative courage, and a drive for measurable results.”
Whether they are health care innovators trying to communicate with both heart and science, or legacy brands that need fresh relevance. Or start ups with limited resources, they can expect the same from me and my team. Clarity when everything is muddy and uncertain. Creativity that isn’t about pretty pictures, but purposeful. Measurable, undeniable outcomes that change the trajectory of their business and brands.
Nothing beats clarity. Clarity in purpose and in focus. Historically, when brands approach me (and my agency) it’s because they are either too frustrated with the status quo of the outputs of their current agency, or they are looking for off-the-shelf solutions. Clients come to 3H Communications because their market is crowded, their space is complex, or they’re ready to break out of the walls that confine their brand. My promise to every one of my clients, and the brands that they entrust me with, is my positioning statement.
That’s how I show up for the brands I serve….that’s my promise.
by Miriam Hara | Jul 24, 2025 | Advertising, Branding, Marketing
Asking When? when it’s important
In our recent bi-monthly LinkedIn newsletter we received quite a lot of interest and comments. In that newsletter, we emphasized the importance in marketing and branding of asking the question Why?.
That got me thinking about a few other key questions… like When? You can have the right message. The right words. Even the most thoughtful campaign. But if the timing is off, everything can fall flat.
In branding and marketing, asking when matters. It’s not just about delivery. It’s about impact.
We often think of timing as something left to logistics. A calendar detail. A scheduling issue. But when you zoom out, timing is strategy. It shapes how the message is received and how a brand is remembered.
The truth is, asking When? has never been more important.
The world moves fast. Attention spans are shorter. Cultural noise is constant. Brands don’t just compete for relevance, they compete for space in a distracted mind. While Why helps uncover purpose, Why not? propels the creative, and How shapes the execution. However it’s When that ensures the message lands with meaning.
Timing isn’t just about the calendar
Too often, timing gets pushed to the backend of the plan. But when you consider its impact, it belongs at the very beginning. Timing influences perception. It decides whether your audience has the capacity or the interest to care.
Ask yourself: When is our audience most open to this conversation? When is the space too crowded to be heard? When is the brand truly ready to deliver on this promise?
These aren’t tactical questions. They’re strategic ones. They can prevent missteps, protect the message, and preserve brand equity.
Context makes the difference
Great campaigns don’t always win because they’re first. They win because they arrive at the right time.
Nike’s “You Can’t Stop Us” campaign hit when the world was still in lockdown. People weren’t just looking for shoes or sports. They were looking for reassurance. For unity. For a reason to believe in something. That’s what the campaign offered. Not just a product story, but a cultural moment.
Contrast that with campaigns that jump into trending conversations without pause. Even with the best intentions, the message can fall flat or worse, backfire. The timing may feel reactive, rushed, or tone-deaf.
Asking When? forces a necessary pause. It makes space to think, assess, and align before releasing anything into the world.
Sometimes, waiting is the strategy
In a world where everything feels urgent, holding back can feel counterintuitive. But restraint can often be the smarter move.Wait until the product is truly ready. Wait until internal teams are aligned. Wait until the audience has room to listen.
Speed isn’t always a strength. In some cases, it’s the reason campaigns fail. Strategic timing isn’t about delay, it’s a discipline about choosing the right time.
The best moments aren’t in your calendar
Effective marketers don’t just focus on launch dates. They pay attention to micro-moments. When does the customer start to seek out solutions? When are they most likely to engage? When are they most distracted?
You won’t find these answers in a traditional timeline. They show up in data, yes, but also in empathy. In listening. In observing behaviour without forcing your way into it. That’s the difference between internal timing and external relevance. One follows a schedule. The other follows the audience.
The right message needs the right moment
Creative brilliance isn’t enough. Relevance has a shelf life. A good idea, poorly timed, is still a missed opportunity. But when a message and moment meet? That’s when it resonates. It doesn’t feel forced. It feels right. And it works.
Asking When? speaks volumes. It isn’t just a tactical decision. It’s a brand decision. One that signals thoughtfulness, awareness, and a genuine understanding of who your audience is and when they’re ready to listen.
by Miriam Hara | Jul 3, 2025 | Advertising, Branding, Creative, Marketing
The Importance of Asking Why Not?
In our recent bi-monthly LinkedIn newsletter we received a lot of interest and feedback. In that newsletter, we emphasized the importance in marketing and branding of asking the question Why? That got me thinking about a few other key questions… like Why not?
Some of the best ideas don’t start with a pitch or a premise. They start with a pause, or a skeptical, raised eyebrow. The concept of ‘Why not?’ shouldn’t be taken as a rebuttal or a confrontation. In brainstorming sessions, it’s always meant as a thoughtful challenge to the status quo.
The simple question: Why not? is as important as it’s counterpart Why?
Unlike Why, which seeks to understand, Why not? seeks to expand. It allows us to open doors we didn’t know were closed or, dare I say, even existed. It pushes us to question the rules we take for granted. It helps brands go beyond expectation and bridge into relevancy. Now that’s exciting.
Challenging the norm is a good thing.
Whenever a new brand manager comes into a brand, I get excited. There’s nothing like a fresh pair of eyes and a new perspective on a brand that’s been worked on by the same team. A brand manager only has that fresh, almost naïve perspective once, and it’s during the first three months of taking over a brand.
Out of necessity, every brand develops unwritten rules and internal assumptions. These create creative boundaries. Add market conventions and conventional wisdom into the mix and the end result often becomes sameness. And while some of these assumptions are valid, many are simply habits. Habits that go unquestioned because “that’s how it’s always been done.”
Remember the terrible twos? Some of us don’t…but the Whys and Why nots were the only questions we asked!
Asking Why not? doesn’t just poke at norms. It forces us to examine whether they still serve the brand. Why not show vulnerability in a financial brand?
Why not bring humour to healthcare?
Why not simplify where everyone else over-explains?
Asking Why not? isn’t about disruption for disruption’s sake, it’s about staying relevant. And if the market has changed, and it has… then shouldn’t our assumptions change too?
Progress comes from pushback
I believe that the biggest creative breakthroughs come from challenging small constraints.
I always think about the Dove’s Real Beauty campaign. I like to assume that campaign was grounded in the question: Why not show women the way they actually are? That simple challenge reshaped an entire category. This wasn’t a small gesture to appease a certain demographic profile. It was a perspective shift. It moved the conversation away from what the product was, to what the product was meant for. In doing so, it reshaped the brand and its relevance.
Reframe the risk
In marketing, we often treat risk as something to minimize or avoid. But there’s another side to risk and it’s the risk of irrelevance. The risk of sounding like everyone else. Of being easily ignored.
We need to ask ourselves: What’s the risk of staying the same? Or worse, what’s the cost of playing it safe?
Ensure a fresh perspective
When used in brainstorms or strategy sessions, Why not? invites input even when we don’t have all the answers yet. It welcomes different viewpoints. It makes space for questions that don’t have immediate answers but just might lead to better ones.That doesn’t mean we’re tossing the strategy out the window. It means we’re holding it up to the light. True relevance isn’t about fitting in. It’s about showing up with clarity, confidence, and curiosity. Why not? is the first step in getting there.
