MAPS

What has been the most significant change in consumer behavior in the last 10 years, and how has it impacted the way you think about marketing and communications?

In healthcare, people have evolved from passive recipients of information to active participants who fact-check and share knowledge across their networks. When I was with CVS Health through the pandemic in 2020 we saw this play out dramatically. Misinformation spread rapidly, but communities – real life and online – also showed remarkable ability to self-correct through peer-to-peer sharing. This has broadened healthcare communications from a top-down expert model to one that facilitates informed community-level communications.​​​​​​​​​​​​​​​​

What do you read, listen to, or watch to keep track of developing issues and consumer dynamics?

I get most comms/ marketing / tech / media info via my Google and RSS feeds and newsletters. For healthcare-specific news and trends it’s outlets like Health Dive, MedCity News and Fierce newsletters. For general news it’s apps like AP, BBC, and Ground News.

Has there ever been an issue, trend or dynamic that you thought was going to be bigger than it turned out to be?

Virtual reality. I remember first reading about it way back in the 90s in the book Digerati and in WIRED magazine, then trying it out in video arcades. The mass adoption that’s been hyped for 30 years hasn’t materialized. It’s still more a novelty than an essential tool. We’ll see what kind of traction Meta and Apple get with their new headsets, but sometimes the simplest tech – for now, a phone screen – is still the most practical one.

Can you give an example of a marketing or communications strategy from a different sector that inspired you at some point during your career?

The world of politics provides a lot of lessons in what not to do, but I’m often impressed by the power of grassroots engagement in political campaigns. I got to practice it early in my corporate communications career working for a utility company. I spent time knocking on doors, talking with residents and giving them information about local projects. That experience drove home the simple but crucial lesson that the people we call customers, consumers, stakeholders are real people with real lives, and if you don’t know them and aren’t listening to them, you’re only seeing half the picture.

Looking into the future, which fast-moving issues and and consumer dynamics will marketing and communications leaders need to be aware of?

The challenge of balancing consumerism with sustainability is one that marketers and comms leaders will continue working through worldwide. Consumers – particularly younger ones – are demanding more sustainability from corporations and brands. This “conscious consumption” is growing as a market force, with companies like Unilever and Patagonia leading the way, and marketing focused less on pushing products and more on helping people make more sustainable choices.

What has been the defining moment of your career, and why?

The three years I spent outside my native US living in Switzerland were transformative. Professionally, I learned to be a better communicator and leader by being a better translator – not just of language (my German was never great), but of perspectives, ideas and strategies. Personally, the experience helped me grow by forcing me to adapt to a new culture, traveling widely, meeting people and making friends from around the globe. It changed how I see the world and connect with people.

What one piece of advice would you share to those starting their career in marketing and communications?

Move around and make yourself uncomfortable. Move between industries, roles, locations – try on different hats – especially in the first years of your career. Every transition builds your adaptability, your resilience, and your network of colleagues and friends. Agency work teaches speed and client service. In-house roles offer depth and integration, where you’re more hands-on and can experience the impact of your efforts. And international experience develops cultural fluency and broadens your world. This kind of change is rarely easy and often uncomfortable – but that’s how you know you’re growing.