Insightful Thinking

What is it that makes one healthcare advertising or brand idea wildly successful while so many others fall far short of expectations? Is it magic? A secret ingredient? Pure luck? 

At Smith & Jones, we’ve found that the difference between an idea that’s just “creative” and one that’s destined to work lies in one word: insight. Those subtle but significant truths about the hospital, the healthcare consumer, or the competitive space that we can exploit and turn to our advantage.

Why is insight important? While brilliant creativity may be appealing on the surface, it’s a drain on resources with little or no benefit if it fails to elicit the desired outcome. 

By looking beyond raw data and obvious answers for key insights, we can uncover new opportunities in the competitive environment. We can discover what really influences our target audience and understand exactly how to move them toward a purchase decision. It helps us identify what we need to accomplish, and choose the correct strategies to reach our stated goals.

Insight focuses our activity by providing a framework for a creative solution. It results in a solution that’s engaging and relevant to the target audience, and addresses the problem at hand. It removes subjectivity from choosing a creative direction, by eliminating off-strategy or irrelevant ideas.

We have a time-tested, proven approach to uncovering insight at Smith & Jones. We are so confident in this approach, that we rely on it to help every client reach their goals.