Heather Johnson's Blog, page 4

Podcast Recap: How to Turn Customers into Fans with David Meerman Scott

I first heard of marketing expert David Meerman Scott years ago, but I can’t for the life of me remember the context. His name popped up in my Inbox again, yesterday, when I received an announcement about his appearance on the Personalization Outbreak Podcast from Glenn Llopis.

I still haven’t figured out why his name is so familiar. Maybe it’s through one of his best-selling books. Or maybe we ended up at the same show—he’s attended over 860 live concerts over the years.

His passion for music ...

How Do You Explain Artificial Intelligence?

As part of its commitment to supporting innovation as well as safety and effectiveness, the FDA has been giving artificial intelligence (AI) a lot of attention over the past few years. One topic of discussion centers on transparency and explainability: it’s important to have it, but how do you do it? And how do you do it for a wide variety of stakeholders?

A panel of legal and technical experts gathered last week for a virtual briefing on this topic as it applies to regulation and liability. Ho...

Webinar Recap: Digital Therapeutics: Optimizing Your Commercial Strategy

 

Digital therapeutics (DTx) are becoming a valuable component of pharma’s development and commercialization strategies. When done right, they can help improve drug efficacy and provide valuable support for people with complex, chronic conditions.

Biofourmis, a data analytics company, brought together digital health experts from Roche, Capgemini, and its own subject matter expert to discuss how pharma can maximize the value of DTx. Here’s a brief run-down of what they discussed.

...

Webinar Recap: Digital Therapeutics: Optimizing Your Commercial Strategy

 

Digital therapeutics (DTx) are becoming a valuable component of pharma’s development and commercialization strategies. When done right, they can help improve drug efficacy and provide valuable support for people with complex, chronic conditions.

Biofourmis, a data analytics company, brought together digital health experts from Roche, Capgemini, and its own subject matter expert to discuss how pharma can maximize the value of DTx. Here’s a brief run-down of what they discussed.

...

Why Good Website Copy Isn’t Enough: Start with a Solid Foundation

Whether you’re an emerging company, an established brand, or a fast-growing startup that can’t keep up with its own pace, at some point you’re going to need a website refresh. Maybe you’ve added services. Or you’ve decided to enter a new market. Or you haven’t updated your website in 5 years and the information is outdated and half the links are broken.

Whatever the reason, it’s tempting to simply update the copy and consider it done. All you need to do is update the “our team” page and chang...

Why Good Website Copy Isn’t Enough: Start with a Solid Foundation

Whether you’re an emerging company, an established brand, or a fast-growing startup that can’t keep up with its own pace, at some point you’re going to need a website refresh. Maybe you’ve added services. Or you’ve decided to enter a new market. Or you haven’t updated your website in 5 years and the information is outdated and half the links are broken.

Whatever the reason, it’s tempting to simply update the copy and consider it done. All you need to do is update the “our team” page and c...

Will Prop 22 Change the Independent Contractor Model?

California’s Proposition 22 allows rideshare drivers (Lyft, Uber) to remain independent contractors. More than 70% of drivers said they wanted to keep the flexibility to work whenever they want.

However, the proposition includes benefits that most independent contractors don’t have. Under Prop 22, Uber and Lyft designed a hybrid model: freelance with benefits.

Here’s the gist of how driving for Lyft and/or Uber will change moving forward (this excerpted from an email I received from Lyft):

Now that...

Marketing Lessons Are Everywhere. Learn From Them.

I’m so deep into copywriting and marketing—for others as well as for my own business—I find lessons with almost every transaction. When I bought my car 12 years ago, a lesson in pricing. When my mobile phone carrier loaded me up with extra data during the pandemic without even asking, a lesson in customer service. The latest lesson came during the hunt for a financial planner.

That’s not me. But she looks like she’s having a good meeting.

I want to work with a fee-only financial planner: someone t...

From David Hochman: How to Thrive as a Freelance Writer

Writer/Editor/Consultant/Mentor to Many David Hochman shared these tips on the Facebook group for Upod, a community and educational resource for freelancers. [Note: his classes and speaker sessions pay for themselves a million times over!] They resonated with me so much, I asked if I could share the good. He graciously agreed.

Much of what works for David has worked for me as well – though I admit, I could try a few more crazy things! Because, why not?

Whether you work as a freelance writer or wor...

Webinar Recap: Risks Facing Writers From AB5

This week Reform California, a 527 political action committee that fights things like tax hikes, held a webinar around AB5.

Writers and other independent contractors have heard their fill on AB5 over the past year. Social media is full of groups against AB5 and personal accounts of people who have lost work due to AB5.

To sum it up as briefly as possible, AB5 is a terrible law that redefines what it means to be an independent contractor. Reform California is one of the many groups working to get i...