Markus Hanauer

You're probably familiar with this: a new project is coming up and you're already thinking a lot about it in advance. Finally, all those involved - client and agency - are sitting around the table together for the first time, and it quickly becomes clear that the ideas and expectations regarding objectives, approach and implementation differ significantly. The discussion is totally controversial, there is a lack of common understanding for the joint project. But why is that?

For some years now, we have been rethinking many things and trying out new forms of cooperation. We know that this makes processes much more efficient, makes it more fun and produces better results.

It has been quiet on the blog over the last few months; to put it bluntly, there has simply been - fortunately - a lot to do. We have also learned a lot in the process. We have condensed our key insights for you. We want to build on this in 2017.

On 4 May, Siemens Healthcare officially gave itself a new name: Siemens Healthineers. This brand relaunch has been met with a variety of reactions, from enthusiasm on the one hand to stunned head-shaking on the other. Our founder Markus Hanauer shares his personal view on this.

A Kind of Magic - that was the motto of this year's Comprix awards in Berlin. I was once again a member of the jury in the run-up and was allowed to evaluate the digital submissions. I would like to present the eight winners of this category. Maybe there is a magical moment for you.

Advent, Advent, a little light is burning. First one, then two, then three, then four, then the Christ Child is at the door. This year it happened to us too: We were completely caught off guard by the sudden approach of Christmas! In order to save our Christmas surprise after all, all staff members are lending a hand. But will we make it in time? Find the answer in our Christmas video ...

Only those who change remain true to themselves. For this reason, it is time for us to bring a breath of fresh air into our blog: "Digital Healthcare Marketing" becomes "Healthcare Marketing". Why have we dropped the "digital"? Not because the digital times are over, but because digital has taken its permanent place in the marketing mix.

Creativity and measurability: can they go together? It must, if digital is not only to provide the entertainment factor, but to take a strategic leadership role in marketing. Learn how you can ensure more performance in digital healthcare campaigns with five concrete steps.

High-profile blog visit: Wolf-Peter Witt, one of Germany's most renowned healthcare advertisers, in a double interview with Markus Hanauer, CEO of Spirit Link Medical. The topic: no less than the future of healthcare marketing. Absolutely worth reading!

The Comprix is celebrating its 20th birthday and this year I was once again allowed to discuss and evaluate the digital submissions as a member of the ten-member jury. An exciting and extensive job: A total of 81 agencies with over 300 submissions had applied for the Oscar for creative healthcare communication.

Many of our clients are faced with the question of how to optimally balance their diverse marketing channels in order to achieve their goals. The "Channel Performance" approach can be used to create an overview that makes marketing channels quantitatively comparable with relatively little effort.