"IMC is the new language of healthcare," says Michael Lesner, newly appointed Vice President, Consumer Healthcare for The Phelps Group.
"Nearly every week, we read about a new breakthrough in medical technology, or hear about a new wonder drug that has come out that promises to help cure everything from cancer to the common cold.
On top of that, we regularly see reports issued by pharmaceutical companies, healthcare groups or universities either extolling or debunking the medical benefits of certain diets foods or supplements.
"What's the consumer supposed to think or believe?
Who or what should he
"Many consumer marketing experts have simply been hard-pressed to understand the nuances of translating the image of language and healing into a language for everyday consumers," Lesner
notes "That's where integrated marketing communications can help."
Prior to joining the Phelps Group, Lesner enjoyed two highly successful and parallel advertising careers.
started out in advertising at Leo Burnett Company
in Chicago and also held senior creative positions at Young & Rubicam
, McCann & Erickson
, J. Walter Thompson and CBS-TV, where he
headed network on-air promotion.
also guided the marketing for Polaroid
, Breck and Lifesaver in Sydney, Australia, and worked on Ford
In 1987, Lesner developed a second vertically integrated marketing career in the medical field, working first as executive vice president and creative director for the nation's second largest medical/pharmaceutical advertising agency.
While there, he
organized developed several successful campaigns, including one introducing Baxter Laboratory's Operating Room Division.
Following that, he
served, in conjunction with former Surgeon General C. Everett Koop, as managing editor for a national home health advisory magazine.
Other clients at the time included Blistex, StriDex, Delta Dental, ehealthinsurance.com, State Workman's
Compensation Fund of California, and McKessonHBOC (for the launch of its ecommerce pharmacy initiative).
During the past three years, Lesner
helped a "touch screen" technology firm create a software offering, "VisMedT, which is used today in hospitals across the country to enhance the relationship among physicians, hospitals and patients.