Sunday, August 24, 2008

A health science communications twist on “anchor-and-twist”

We’re constantly reminded that coming up with a creative brand idea is not enough. We also have to compel our health science technology customer to understand -- and care about -- the innovation.

This is an important premise of the best-selling book Made To Stick.

Recently, co-author Dan Heath was interviewed on XM Channel 157 about how the principles of Made to Stick can apply in a variety of medical settings. There was also a great example published in Fast Company magazine about an application of anchor-and-twist found in the American Heart Association’s new life-saving technique Hands-Only CPR. CPR serves as the anchor, and "hands only" is the twist.

You can hear the interview at

And read the article at

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