GO BEYOND YOUR COMFORT ZONE Prescription health is highly regulated, and communications in this industry have been done in similar ways for the past 10, 20 and even 30 years. Healthcare communicators are molded early on to be risk adverse. However, as the industry is rapidly evolving, it is important to take a step back and re-evaluate the continued effectiveness of these traditional communications approaches. What is needed now are progressive approaches that engineer surprise and create an “ah-ha moment” that connects to people as humans and sparks acceptance. That means showing up differently and in unexpected places — within the confines of a highly regulated industry. 10