A quick look at what good looks like. (3)

7.
As much as we can think about people in groups, there's still great value in thinking about them as individuals. This is a time-tested strategy for effective advertising. Advertising has changed. It's become more about listening-to than telling. Let's listen to the genuine fear and confusion people are experiencing about health care. Anthropologist Meredith Small says people are emotional beings. Appeals to rationality may infuriate or fall flat withconsumers. Health-care-speak is an example. McKinsey Quarterly says we should listen to and reassure them.

8.
Examples from high-profile health campaigns (see "Clubbing us over the head...") show us
what not-so-good looks like.

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