The Art of Storytelling in Healthcare
Marketing and communications play a critical role in securing investment and driving product and service adoption in digital health. In this special two-part episode, Steve Kraus explores the art of storytelling in healthcare with two industry experts: Chrissy Farr, a veteran digital health journalist turned venture capitalist and advisor, and Kate Cronin, Chief Brand Officer at Moderna. They discuss:
What makes for a great story in digital health
The importance of including setbacks and challenges in company narratives
The undervaluing of marketing and communications roles
Strong digital health brands such as Livongo, PillPack, and Bobbie
Chief Brand Officers vs. Chief Marketing Officers
Lessons learned from rapidly scaling Moderna's brand during the COVID-19 pandemic
The importance of internal communications
About our guests:
Chrissy Farr is the author/owner of “Second Opinion,” a weekly newsletter for industry professionals. She is also the Co-Chair of Fortune Brainstorm Health and a health-tech advisor and investor.
Farr was a principal at OMERS Ventures with a special expertise in behavioral health, telemedicine, electronic medical records, and women’s health. Previously she was a health-tech reporter and frequent on-air contributor for CNBC, Fast Company and Reuters News, among other publications.
Born and raised in London, Farr received graduate degrees from University College London and Stanford University.
Kate Cronin is Chief Brand Officer at Moderna, responsible for amplifying the company’s story and the promise of mRNA science for patients.
Ms. Cronin joined Moderna from Ogilvy Health, part of WPP plc., where she served as Global CEO. In this role, she led the full spectrum of Ogilvy Health’s core capabilities including public relations and influence, brand strategy, advertising, medical education, market access, and patient and consumer engagement. Additionally, Ms. Cronin grew Ogilvy’s business in the health and wellness arena, encompassing a broad portfolio including pharmaceuticals, consumer health, insurance, hospitals, health technology and medical devices. Ms. Cronin led integrated campaigns involving social, digital, brand and public relations for Ogilvy’s largest, long-term health clients including BMS, Boehringer Ingelheim, Merck and Pfizer.
Prior to her role as CEO, Ms. Cronin held numerous leadership roles within Ogilvy including Global Managing Director, Managing Director of Ogilvy Public Relations’ New York office, and most recently Co-President of Ogilvy Health in the United States. Before her 17-year tenure at Ogilvy, Ms. Cronin was a Partner at Porter Novelli.
Before starting her career in communications, Ms. Cronin conducted research in the field of neurobiology at Cornell University Medical College. She coauthored several research articles focused on learning and memory and published in peer-reviewed publications. Ms. Cronin received a Bachelor of Arts in biology from Smith College.
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