Health Tech: Stealing the VC spotlight

Health Tech: Stealing the VC spotlight

You’re an emerging biotech company, healthcare start-up or medical device business. You believe in your vision and you’ve been talking to venture capitalists. But what keeps venture capitalists interested in continuing the conversation? Paulo Simas, our chief business designer, hosted a panel on that subject as part of W2O’s annual Pre-Commerce Summit during South by Southwest in Austin. A key take-away from the panel was that venture capitalists, like many of our clients, are focused on how to make patient outcomes better and easier to attain. “There is no greater time in the history of health and medicine than right now.” Josh Makower, general partner at New Enterprise Associates, one of the world’s largest healthcare venture capital firms, and a Pre-Commerce panelist thinks “there is no greater time in the history of health and medicine than right now” and that “health tech” is stealing the spotlight among venture capitalists. Innovations in technology mean that healthcare companies must focus on creating a fuller experience and continued relationship with the consumer. The next frontier of healthcare may be a more integrative approach to patient care. For example, with regards to patient adherence: in addition to developing and manufacturing a drug, forward-thinking companies will make sure the drug... more »
My Internship at BrewLife: Alyssa Mahatme

My Internship at BrewLife: Alyssa Mahatme

“Do you play Frisbee?” Among the many things I did not expect when I started my internship at BrewLife, this question was the one that threw me most, particularly when the young woman who asked appeared quite disappointed that I did not in fact play Frisbee. After that brief and unexpected interaction, I had a chance to properly meet Ellis, who over the next 10 weeks would become both a mentor and a friend. My first week at BrewLife was full of onboarding sessions where I was taught how to do the various tasks necessary for my job, such as media research, account management basics, and media monitoring. Additionally, a girl fairly close to my age, Felice, was assigned to be my buddy for the duration of my internship. From her seat at her desk right next to mine, she was always willing and able to answer questions (How do I schedule a meeting on Outlook? Why can’t my computer print?) and share advice. I was pleasantly surprised and relieved that I had so many resources to help me get started in this unfamiliar territory. The coolest thing about being an intern at BrewLife was that despite the fact that I arrived fairly inexperienced, I... more »
Stephanie & McKenna Take San Francisco

Stephanie & McKenna Take San Francisco

Recently, two of our coworkers who work in other offices (Austin & LA) came to San Francisco to spend time with the larger BrewLife team. While they were here, they had an opportunity to meet and work with many people they have spoken to, but have never met in person. They also took it upon themselves to play tourists for a day or so, so we asked them to write a blog about their visit to BrewLife’s HQ. Please enjoy Stephanie and McKenna’s recount of their week-long visit, including photos and an infographic of trip highlights. Stephanie: As one of two BrewLife members based in the W2O Austin Office (shout out to Kelly), I was thrilled to get a chance to spend a week in the San Francisco office, where the majority of BrewLife is based. Although it’s 2016 and we have technology for constant communication coming out of our ears, there’s still nothing like in-person conversation with your colleagues – and I’m happy to say that I jammed a lot of that into my week in “The Golden State.” Last Sunday, I put on my cowboy boots, polished my Texas-shaped belt buckle and headed for the airport. (Just kidding). I met McKenna, from the Los... more »
Case Study: Tejava Tea

Case Study: Tejava Tea

On February 16th, W2O Group had the pleasure of sponsoring/speaking at the Holmes Report’s 3rd Annual In2 Summit in San Francisco. The event focused on bringing together “the industry’s most innovative minds to explore the future of influence and engagement.” [You can read our agency-wide recap here.] At this years’ event, BrewLife was honored with the In2 SABRE Award for “Use of Social Media or Analytics for Audience Insights or Influencer Targeting” for our Tejava Tea social media campaign – an award we are extremely proud to receive. BrewLife partnered with Crystal Geyser’s Tejava Tea last summer to help raise awareness and increase sales for their summer tour in LA. Tejava would be giving out samples at outdoor concerts and along the Santa Monica Pier, sponsoring events, and running billboard and radio ads throughout the area over a six week period. Our agency was tasked with developing a cohesive and consistent voice across all of Tejava social media platforms, which included Facebook, Twitter, and Instagram. We kicked off the project the way we always like to: by tapping the W2O Analytics team to help identify Tejava’s target audience in the LA area. This was done through a SocialGraphics analysis, a proprietary analytics tool that identifies key... more »
Case Study: Hotel Zephyr

Case Study: Hotel Zephyr

This summer, BrewLife celebrated the successful completion of its first hospitality engagement with the grand opening of Hotel Zephyr, a one-of-a-kind hotel property in San Francisco’s Fisherman’s Wharf. BrewLife collaborated with Zephyr’s management organization, Davidson Hotels & Resorts, for a little over a year to create this fresh, irreverent and standout hospitality brand. BrewLife kicked off our engagement by using our proprietary social analytics to understand the interests and behaviors of both visitors to San Francisco as well as global travelers who have indicated a preference for visiting boutique hotels. Results from this analysis helped shape customer personas as well as key elements of the brand and guest experience. Identity design came next, with our talented designers creating a playful and colorful logo for the property that both represents the hotel’s cargo ship design narrative and its centerpiece amenity, “The Yard, ” a 10,000 square foot adult playground. Your standard hotel logo this is not. With our baseline look and feel established, BrewLife moved on to creative campaign development. Also diverting from the usual, the property’s launch creative campaign, entitled “Twisted”, challenges preconceptions about what constitutes an upscale hotel stay through hotel scenes and characters that have surprising twists related to the Zephyr story. From... more »
Exploring Your “Why” in the Workplace

Exploring Your “Why” in the Workplace

Our CEO, Jim Weiss, likes to ask each of us “what’s your why?” Recently a college student sent me a great note in response to a year old post I’d written about my trajectory into PR nearly two decades ago and it made me think about my current “why.” Because while some reasons may stay the same – the people I work with, truly caring about the work and the impact it can have on patients and society, and the compensation – for me there must always be growth and learning or I naturally lose interest. As president of BrewLife, an integrated branding and communications agency under the W2O Group umbrella (along with WCG and tWist Marketing), I’m now setting goals for myself and my team that have required a change in the way I think about and approach my work. These are the big things – the personal things – that require an individual journey and are hard to teach. It’s pushed me to work on the parts of myself that hold me back, namely fear, impatience, and self-doubt. And it’s pushed me to liberate the things I do best, like taking calculated risks, and deliberate and compassionate coaching of my team and colleagues.... more »
Finding ‘The Kitchen’ in Your Communications Strategy

Finding ‘The Kitchen’ in Your Communications Strategy

There is one universal fact when it comes to hosting a party: no matter how well you decorate or where the music is playing, everyone inevitably ends up standing in the kitchen. The draw of the kitchen is like gravity, an inescapable force that brings everyone together for a shared experience and a shared conversation. So, how do companies capture that same effect? How do they engage their community and share in a lively conversation? At BrewLife, we partner with companies to bring this concept to life. Every brand will have its own definition of success (Who is in the kitchen? What are they talking about?) as well as its own approach, but really the underlying process is the same. First things first, you need a kitchen. The kitchen represents your company’s platform, where you want to bring people together. And it shouldn’t just be a single location. In this digital and social age, a company’s platform may consist of interlinking social channels, an unbranded awareness website, a corporate blog, and several other touchpoints. The point is that these elements must be coordinated, easily findable, and simple to navigate. Start the conversation. As people start to trickle into the kitchen, it’s important to engage them... more »
BrewLife Annual Offsite – 2015

BrewLife Annual Offsite – 2015

Yesterday we had our Annual BrewLife Offsite; a yearly planning and social event that brings our whole team together from across the country to brainstorm and discuss the plan for the year(s) ahead. Held in San Francisco, this year’s offsite was one many were particularly excited about as we have undergone some pretty significant changes here at BrewLife in the last few months. Our new President, Carolyn Wang, took the reigns back in April and several new team members joined the BrewLife agency (most from within our existing W2O network). This offsite was really the first time we were all coming together as the new BrewLife – and trust us, the day did not disappoint! The event began with our out-of-town team members slowly trickling into the SF office on Wednesday. We all gathered over cocktails after work – a chance to meet and mingle before Thursday’s full-day working session. Bright and early on Thursday morning we reconvened in Napa (our SF conference room, not wine country #NotSoNapa) and settled in for a whole day of presentations and brainstorming sessions. Agenda items included a State of the State from our fearless leader, an overview of the three-year plan for BrewLife, a presentation on BrewLife’s brand and position in the... more »
How We Celebrated the Fourth of July

How We Celebrated the Fourth of July

(Featured image was sourced from Flickr Creative Commons, user Caruba) We all know how difficult is it to return to the office after a long weekend. Returning after the July Fourth weekend, however, always seems a little bit more difficult. Summer has arrived (albeit most of the time you wouldn’t know it here in San Francisco), and many of us are still dreaming of the beach, BBQs, and lazy days spent in the sunshine. So, in order to liven things up on this Monday morning, we wanted to share some of our favorite ways we celebrated the Fourth of July long weekend in hopes you may spend some time today daydreaming of next year’s celebration. Happy Fourth (and happy daydreaming)!... more »
Acessa + BrewLife: “A Woman’s Story”

Acessa + BrewLife: “A Woman’s Story”

A few weeks ago, I had the pleasure of visiting a few BrewLife clients who were exhibiting at the American College of Gynecologists and Obstetrics (ACOG) conference, one of the largest conferences for women’s health professionals. While at ACOG, I caught up with Halt Medical, the company behind the Acessa Procedure, a safe, effective and minimally invasive procedure that’s seeking to replace hysterectomy as the standard of care for fibroid treatment. Many women prefer to avoid hysterectomy because it’s a significant surgery with long recovery times and a track record of post-procedure complications. BrewLife began working with Halt Medical over a year ago to ready the Acessa brand for a two-market test campaign focused on raising awareness of the procedure among women with uterine fibroids. This included developing strategic positioning and messaging, a creative campaign, a new website, and marketing collateral in both digital and print formats. Starting at the beginning of 2015, BrewLife’s “A Woman’s Story” campaign has rolled out across a variety of marketing channels in the two markets, and despite the campaign’s young age, there has already been an uptick in the number of procedures being performed. “A Woman’s Story” highlights the physical and emotional toll that fibroid symptoms, and the decision... more »