White Rhino

A few of our Rhinos went back in time this week for our latest video shoot. That's Lucy Dustman there in the chair cracking up laughing. Can't wait to share the final product! Dan Greenwald Kris Skurja Gabele

Great brainstorming session on top of The Pru with some of our Boston team this week. Dan Greenwald, Teri Sun, Jack Sharry, Lucy Dustman, Kristen Ward, Libby Louis

Ever wonder what it takes to maintain a small city? How would that change if the entire city had to fit into a 110-story building? These are the questions ABM Industries is answering at the Willis Tower. The ultimate tall tale for White Rhino to share with the help of John Orabutt and Barbara Hickey.

The “wow” v. the “how”. Sometimes it’s not about the groundbreaking science behind your innovation but simply about the wonders it does for people’s lives. Incredible work from our team at @White Rhino to help @New York Proton Center become one of the fastest growing proton therapy centers in the country. https://lnkd.in/eMu8YbWG 

Sniff Sniff... Smell that? It's almost summer and Marketing BS is in the air. Time to dust off the old detector. Does your copy pass the sniff test? Find out here: https://lnkd.in/dm5faxn2 

Mixing a little fantasy + art to make climate stories more palatable. Thank you Benjamin Von Wong for tonight's inspiring keynote at Sustainable Brands. At White Rhino, we talk a lot about the need to make the invisible visible and that's just what Ben's work does. Click the link below and navigate to "campaigns" for more examples of how these beautiful 3D art installations make climate change more tangible - and help incite positive behavior change.

Happy Earth Day all! This is work made with Dan Greenwald, Teri Sun, Mike Davis, Jeff Falcon, and JoAnn Garbin. We like nature :)

The best marketing campaigns flip the script. They don't target the masses. They target the early adopters, the influencers, the "sneezers", as Seth Godin calls them. Those early innovators then take your product and run with it, bringing the masses along with them. I'm looking forward to sharing how to do it with Peter Crowley this week at the #XHSummit. Catch us on Thursday afternoon at 3pm for "How to Get HCPs to Do Your Marketing For You". 

There’s an interesting dynamic when trying to market or sell a new product into a healthcare setting. Most of the time, salespeople and marketers start their conversations with clinicians. But there’s an unintended consequence. They might be creating distrust with another important player - the non-clinical buyer. As it turns out, non-clinical buyers (procurement professionals, purchasing specialists, etc.) see themselves as the bridge between clinicians and businesses. Just as clinicians are trying to provide for patients, the non-clinical buyer is trying to provide for their clinicians. So, how do you build trust with both buyers and get your product into the hands of the HCP?

Resistance to change might be the most deeply seated habit we have as humans. And that makes sense. Knowing where to find food, when to seek shelter, and how to avoid predators has been pretty important over the past million years or so. But shifting behavior is what marketing is all about - especially when you have a market-changing product or service. We broke down 3 Brand Strategies to Shift Behavior and Transform Markets --> https://lnkd.in/grSX8Aqg Here are the highlights: 1. Shine a light on unrecognized pains  2. Focus on the future, not features  3. Know the audience better than they know themselves.