SEEK INSPIRATION FROM OTHERS The most successful brands in the world connect with people emotionally — as humans. The key? They answer the critical question “Why should I care?” This is a more difficult question to answer than it appears. Most companies answer the questions “What” and “How,” but few truly dig deep to explain “Why.” The healthcare industry could learn by looking to other industries, including smart home and automotive, that have figured out how to explain “why.” For example, the smart home industry has been able to capture the imagination of people, and with that their willingness to join them on the journey to explore the industry’s potential. Further evolved than the healthcare industry is the automotive industry, another highly regulated category in full disruption. After decades of stagnation, rideshare, electric vehicles, micro-mobility, and soon-to-be semiautonomous vehicles are shaking up consumer perceptions. To set the stage for this transformation, the automotive industry is making these advancements real and approachable by helping consumers see that they offer greater safety and convenience, and will potentially improve the environment. Pharma companies could apply these cross-industry learnings by stepping up to lead industry conversations. There’s also the opportunity to partner with tech giants and wellness brands to ethically bring disease awareness and preventative care closer to consumers. So, what’s a healthcare brand to do? Brands are best served when they apply the lessons — regardless of industry — from those who have gone before. Health Tech should borrow from these learnings to inspire people to imagine a new world with tech-enabled healthcare solutions at the center of care. 8