La Farge, WI — In the commercials, weekday mornings look amazing. They’re when you do yoga (in something that looks like your underwear), have pancakes with your family, and try out that perfect new lip gloss. That’s what your morning is like, right?
The team at Organic Balance doesn’t believe that for a second. So they did the research and asked the real questions, like: do you check your work email before you even get out of bed, have you reworn dirty clothes, and do you really even make your bed? The answers? Well, not as pretty as the stock photos.
The team rolled out the results in a 90-second video full of share-worthy statistics and real life moments. They wrapped it in a website that includes an interactive quiz: you answer the same questions their survey panel did and see how you compare to their normal.
Why it matters: Organic Valley is responding to so many new consumer expectations here. There’s authenticity, customer advocacy, and comparative data all in one. In an era when consumers are tired of pretending to be perfect, Organic Valley hits just the right note of understanding them without judging them.
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
