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Google Pixel XLGoogle Pixel XL 4G LTE w/ 4Gb RAM, 32Gb device storage - Very Silver (direct from google)While I've demo-ed every Nexus phone that Google has fielded to date, none have ever held my interest.The Pixel XL is not just the latest iteration of "Nexus" smartphones. While falling far short of perfection, the Pixel XL still sets a very high bar of hardware design and tight software integration for the entire Android ecosystem to aspire to (if not fully exceed).This Google-branded foray into the high-end smartphone battlefield also falls short of being a full-blown iKiller, but it comes mighty close.First, mention must be made of where the Pixel XL fell short of perfection:- Non-user-removable internal batteryWhile the Pixel XL's on-paper specs for active use and standby charge life are very impressive, consumer electronics Lithium-ion batteries suffer irreversible internal damage and loss of calendar life once they are discharged below 50% of their original factory full-charge rating. This is why so many iDevices wind up requiring battery replacement service after ~100-300 full discharge/charge cycles. That's fact, not apocryphal (and true for the majority of consumer electronics Lithium-ion batteries).Consumer electronics Lithium-ion batteries really benefit from being kept topped-off as much as possible (which is one reason that there's a huge after-market for external battery packs and a cottage industry for replacing failed internal batteries). But, no matter how hard one tries, smartphone batteries just wind up becoming discharged below 50%, which then shortens the calendar life of that battery. Then you have to pay, one way or another, sooner, rather than later, for replacement.Another Lithium-ion battery problem is physical shocks delivered to the battery. It not just S*ms*ng G*l*xy N*t* 7s that melt, catch fire and/or explode. Drop/shock ANY Lithium-ion battery hard enough and you have created an electro-chemical time-bomb that can go into internal cascade thermal overload at some unknowable/unpredictable future date/time. No "safety circuitry" can stop it, once it starts. Hard physical shocks can induce short-circuiting inside a consumer electronics Lithium-ion battery. So, you should quickly recycle and replace a Lithium-ion battery that has been physically shocked.These are but two VERY COMPELLING REASONS for end-user replaceable internal smartphone batteries. Yet, Google decided against it.- No built-in wireless charging capabilityWhile this is not a must-have, think about how much money Google wants for the Pixel XL and look around and see how many similarly priced smartphones natively support wireless charging. This is a surprising and retro disappointment in the PXL.- No extSDcard slotWhile this is in keeping with Google's long standing refusal to allow for user-expandable device storage, 32Gb of internal device storage is a pittance in the face of storing 4K video and so-called VR content. My existing production smartphone has 32Gb internal storage, which is 48% full, and a user-added 64Gb 95Mb/sec microSDXC card, which is 70% full. (I do run a number of professional network and IT testing tools on that smartphone, many from the extSdCard.) All of this would NEVER fit in 32Gb. And don't forget how much device storage must be kept freely available for full Android OS upgrades/updates.I don't care for cloud storage of personal/sensitive data, period. Even though Google promises free, unlimited, original resolution image/video cloud storage for Pixel customers, that's going to mostly be useless to me. I don't trust Google with much of anything that I can't automatically TNO-encrypt, pre-cloud, and maintain as TNO-encrypted in-cloud. Also, think about the data plan costs of moving high-res images and 4K videos to-and-from the cloud. And how well do you think 4K video streams over LTE? Cloud is not for me. Please, give me an option to fully utilize a fast 256Gb microSDXC on-board expansion card.Google's hob-nailed boot steps down on my neck by continuing to refuse to support high-speed/high-capacity expansion storage. That is kind of EVIL at these high price points in the Android universe.My push back is to use a USB3.1/USB-C external memory card reader with the PXL for literally external SDcard backup storage. Sadly, I can't conveniently run apps from the card reader, but I can keep tons of data backed-up and freely available to me without the vagaries of "streaming." (Just read the horror stories of people who lost way more than they bargained for by placing irreplaceable data in someone else's cloud storage. Yeah, that really does happen.)- The built-in speaker is mono onlyAgain, for the price, look at how many similarly (and even lesser) priced smartphones have built-in stereo speakers.- Only rated IP53 for dust and water splash resistanceSmartphone makers keep playing games with the resistance of their devices to environmental particulates and water damage. While I'm not demanding IP-68 rated full submersibility from Google, as long as smartphones continue to use cheap tin for solder joints and board traces, a phone as expensive as the Pixel XL can and should do better than IP-53. Please, Google, set a better standard for everyone else to match.None of these shortcomings are showstoppers, but they are all disappointing displays of Google's stubborn engineering arrogance/hubris..And now, the MANY THINGS TO REALLY LIKE ABOUT THE PIXEL XL, things that are definitely iSLAMMERS...+ Rapid battery charging, longer runtimes and standby chargeBattery run times and standby charge life will depend on exactly how you use your phone. That said, the paper specs on the Pixel XLs 3450mAH battery are: 32 hrs LTE talk, 14 hrs LTE data, 14 hrs WiFi, 130 hrs music play, 14 hrs video play and 522 hrs standby.I don't personally expect to see these numbers, myself, because of my app loadout and tendency to find myself in areas of marginal to poor LTE signal coverage (inside Faraday-cage-like structures and/or high ambient EM/RF interference); but these numbers are beefy, nonetheless. As long as Nougat (Android 7.1) doesn't serve up any nasty runaway built-in services/processes, the PXL battery should outlast a Nexus 6 doing the same things. My other smartphone, even with its significantly bigger battery, doesn't come close to the PXL's promise.Google claims the PXL can be charged (from O?) to 7 hrs of talk time in 15 minutes. I have to interpolate 7 hrs talk to mean less than 25% of full charge. If charging rates are linear (which they may not be), that would imply a full charge in something over an hour of continuous charging. While I've never fully discharged the Lithium-ion battery in my production smartphone, I know that fully recovering from a 50% discharge takes slightly less than an hour, and that battery, fully charged, is supposed to hold 4900 mAH, which is considerably more than the PXL's 3450 mAH. So, I'm not sure how rapid Google's rapid charging actually is in comparison. In a real world charging test, with WiFi on, LTE/BT/NFC/GPS off, but PXL otherwise in standby, charging from 79% to 100% took 27 minutes.Another thing to keep in mind is that there's more to the safe and sane "rapid" charging of Lithium-ion batteries than just the basic dance of balancing voltage, current and internal temperature. The chemistry and physical internal structure of the battery has to specifically support rapid charging, too. Google is keeping totally mum on exactly which Lithium ion chemistry they chose for the Pixel XL's battery. I can say that the phone does not warm up, at all, during charging, very much unlike my other smartphones.I left a fully charged Pixel XL, with an equivalent production loadout of apps, on standby (WiFi off, LTE off, BT/NFC off, GPS off, Airplane mode on) side-by-side with an older smartphone (that also happens to have a much higher mAH battery than the Pixel XL), for nine hours. At the end of this test, the Pixel XL had drained 1% of it's full charge. The other smartphone drained 63% of it's full charge. Part of the Pixel XL's standby performance could be battery chemistry, part of it is definitely the advanced power management of the Snapdragon 821 cpu.+ Bezel-ed 1440v2560 QuadHD AMOLED displayThe AMOLED display is outstanding even in broad daylight. 534 pixels per inch makes for very vivid/rich images. I don't have to shade the Pixel XL's screen to see what it's showing me in broad daylight. I'm also OK with the scratch resistant Gorilla Glass 4 (vs the more allegedly crack resistant Glass 5), because there's a functional bezel surrounding the screen's edges. (My PXL will live inside an Otter Box Defender case, too).I am adamantly pro-bezel for candybar style devices, as long as that bezel is both functional and durable. I'm not mounting the PXL up on a wall. I don't need any smartphone to be a functionally compromised "work of art." My PXL is always going to be in hand or standing by on a custom carry retractable rig or dash mounted. The purpose of a bezel, in my world, is to protect the edges of the glass from damage and prevent unintended screen touches/button presses. Bezels that don't do both are useless to me. Edge-to-edge, bezel-less screen glass really means, to me, more surface area to attract damage and more unintended taps/presses. The bezel on the PXL is AOK by me.+ Android Nougat 7.1, Qualcomm Snapdragon 821+Adreno 530, 4GB RAMPixel XL ships with factory Android 7.1 and keep in mind that Nougat on PXL is a different beast from Nougat on Nexus, and just about anything else, for now.Un-rooted Nougat allows forcing apps to extSdCard so that you may test for yourself whether or not they will run (sans widgets) from extSdCard, by overriding the app's manifest. More power to the End User is a good thing.Surprisingly, there is no real file manager on the PXL's Nougat and Chrome is the only factory installed Internet browser. If you need to setup Microsoft Exchange Server ActiveSync accounts, do *not* disable the Gmail app. Nougat 7.1's Settings | Accounts only lets you setup Google accounts if the Gmail app is disabled. The reasoning behind these decisions by Google eludes me.The Snapdragon 821 is a quad-core CPU, with two full-power and two low-power cores for maximizing performance while also aggressively managing power consumption. The GPU is Adreno 530, 4K and VR capable. RAM is LPDDR4 and absolutely necessary for software to continuously leverage hardware performance. Bravo on all counts.+ Main CameraThe Pixel XL's main camera is a Sony IMX378 12-megapixel image sensor, with photon gulping 1.55micron pixels and a f/2.0 aperture lens. Google's proprietary (and compute intensive) HDR+ technology makes it the fastest image capturing HDR camera available on a smartphone today, across a range of lighting levels. The PXL can shoot 30 fps 4K video (3840x2160) and uses software video image stabilization, rather than optical image stabilization. That software actively reads the Pixel XL's internal gyro-sensor (@200Hz) to rapidly compute adjustments for shakes/jiggles. Fewer physically moving parts is AOK by me.This camera has no optical zoom, only digital zoom. Normally, I'm an optical zoom bigot, but the Pixel XL's 4K-capable alchemy has expanded my opinion of digital zoom. Plus, if I insisted on optical zoom, I can always clamp on an appropriate third-party helper lens.By default, HDR+ is always enabled and the camera essentially always captures frames in video mode. For still photography, 10 of 30 RAW frames captured are then sampled/composited together to produce a final JPEG image. This alchemy of hardware and software synergy develops significantly better images than from any other smartphone that I have used. The PXL takes the fastest and best non-flash, low-light photos of any smartphone that I have owned.There are downsides though. The main cam can only shoot 12.3MP in 4:3 mode. The best you can get in 16:9 is 8.3MP, because you are cropping away some IMX378 sensor data to simulate a widescreen image.In all of the main camera video modes (720p, 1080p and 4K) you do not have granular control over frame rate. Google Camera v4.2.022.135443920 (a Google Play update to factory Nougat 7.1) does allow you to select a pre-determined high frame rate ("slow motion") for video on the Pixel XL.Functioning as a GPS-enabled dashcam, the Pixel XL is so good at 1080P night vision that I wish it could project a heads-up display on the windshield. The levels of low-light illumination and contrast are quite remarkable, even with on-coming high beam lights. Everything remains in focus even when traversing pot holes and turns. The only limitation is that the 16x9 landscape video is not wide enough to catch all four corners when stopped at an intersection. An add-on lens will be required to widen the field of view.+ 3.5 mm stereo headset jack, USB-C charging/connectivity portHooray for the stereo headset jack! I deliberately don't use Bluetooth headsets of any kind and have ALWAYS used pro-grade wired headsets with cell phones from Day One, for brain EM/RF safety and conversation privacy.The even bigger deal, for me, is the USB-C charging and connectivity port. USB-C is the unifying data/power port of today and the future. It compliments and exceeds USB 3.1. Plug reversibility means there is no upside-down orientation. USB-C seriously future-proofs the Pixel XL across a wide array of companion devices that support USB-C, DisplayPort 1.3, HDMI 2.0 and/or USB 3.1 protocols. And there are adapter cables for legacy USB. The one thing to be aware of is that improperly terminated USB-C cables can inflict electrical component damage, so make sure you only obtain USB-C cables from reputable makers that properly implement the grounding specs.Because Android implements extSdCard as USB storage, I can use the PXL's USB-C port to connect a USB3.1 compliant, USB-C external memory card reader, which allows for memory card-based local data backup and rapid transfer of bulk data across devices.Google tells me that the PXL's USB-C port is a full implementation, so it is supposed to be able to push 4K video to an external monitor, using an appropriate adapter.+ Google AssistantI personally don't trust Google and I'm far from alone in that.I have always HATED the annoying invasiveness of GoogleNOW and it's all-or-nothing "privacy" configurability. Now, we get Google Assistant, which is supposed to be gNOW "on steroids." (Similar/parallel concerns about privacy invasion and information hemorrhage make me equally despise Microsoft's cynical implementation of Cortana on Windows 10.)I don't want/need any corporation placing a digital diaper around my brain pan in a lop-sided trade for el corpo's definition of "convenience." It's bad enough as it is with three-letter-agencies peering into spaces that ought to be private/personal with zero value-add for me.Fortunately, I can go into Nougat's Settings and defang the leaking-to-the-cloud "features" in the Google app (trading away OK Google functionality) and Disable or (even better) Uninstall Android Pay, Gmail (with the previously mentioned caveat), Google+, Hangouts, OK Google enrollment, carrier bloatware, etc without "rooting."My privacy matters to me. My thought process is not for Google to reverse engineer. I do use highly effective applications, from non-affiliated vendors, for voice command, stand-alone/off-line navigation, traffic conditions, etc. I also use four different security hardened web browsers on each of my mobile devices. The Pixel XL will be no different (although finding reliable offline voice command is proving to be very tricky). Information about me that begins compartmented in the real world needs to stay that way, until I say otherwise, on a case-by-case basis. One time, blanket permissions are an insult to me. I also try not to put things into the cloud unless I can "TNO" encrypt, pre-cloud, and keep it that way in-cloud.The only way that Google Assistant can play a role in my world is if the bulk of the processing happens on-device, local to me, with highly granular permissions on and redactions of personally identifiable meta-data that I'm only then willing to share with Google or anyone else on a case-by-case basis. That and only that is Do-ing No Evil by Me. All of that is do-able, too, but Google just doesn't see fit to.+ 24x7 technical supportDuring my review of the Pixel XL, Google (not Verizon) pushed the ~33MB 05 Oct 2016 Security Update for Nougat 7.1 to my Pixel XL. (My high-end S... N... # is still waiting its 05 Oct Security Update for Marshmallow 6.0.1 from my ALWAYS-LATE-WITH-THE-PATCHES US other carrier.) Again, bravo, Google. Updates should be direct to device from Google for ALL Androids.24x7 TS is a must as there is no PDF User Guide available for the Pixel XL. And, yes, it's really 24x7.The on-line FAQs are quaint. I haven't tried Chat Support. I have called in and not gotten answers to some questions that I've posed (like battery chemistry). And, yes, Google's engineers are working on the Bluetooth pairs, then summarily disconnects software bug.+ Bottom LineI agree with others that the Pixel XL is very expensive, but, at this time, it's hard to find many of the PXL's features and functionality at any other price point. So, if you need what the PXL has to offer, then I do recommend it.BUY HERE

Imagine living in the 1800s. Besides (or perhaps because of) the obvious lack of modern technologies and medicines, the average life expectancy was just 40 years. I’d most likely be dust in the wind.Despite increases in global life expectancy over the last two centuries, as a global population, we’re now more overweight, more obese and more likely to suffer from chronic health conditions than at any other time in history. For some, Covid-19 has created a lightning rod for change. Specifically, it has systematically transformed healthcare, changing everything from professional care to self-care. Record-breaking investments in health and wellness, specifically in digital health, underscore the importance of, and support for, this transformation.My belief is that nutrition, fitness and preventative care create a trifecta for maintaining health and wellness. One approach to create awareness of all three is through storytelling, rather than lecturing (which doesn’t work). People open their minds and listen to stories with their hearts, making a personal connection to the message. I know I have.Some years ago, as I walked onto a platform and looked at the 585-lb. loaded barbell on the floor in front of me, I replayed a highlight reel of the 13 years of grueling workouts it took for me to get there. I didn’t see the crowd in the stands, or the judges all around me. All I saw was the barbell. With more weight on it than I’d ever lifted. I needed this lift to beat my opponent and break the California state record for my weight class. I took a deep breath, walked up to the bar, and pulled with everything I had. The bar slowed as it passed my knees, but then shot up for a full lockout. A good lift. I won. I earned the record. And it all ended in 15 seconds.I’m not an Olympian or a professional athlete, but because of all that training, nutrition and fitness are a way of life for me. They come naturally, like breathing. And it all started with the story of a kid getting picked on in school for being “husky,” the old euphemism for being overweight. That kid was me, but the story could be about millions of others. I’m constantly asking myself how I can inspire others to find their own story of triumph. After many phone interviews with leading executives at health and wellness brands, I found some surprising answers.A prescription for storytellingWhen I think about storytelling, I used to think about Hansel and Gretel, Goldilocks, and other nursery rhymes that Mom read to me at bedtime. But storytelling is more than fairy tales and bedtime stories. It’s the oldest form of human communication, dating back to sitting around the fire at night and paintings on cave walls. Behind every painting or symbol is a story. Storytelling connects with people on a deeper, inspirational level. It can transcend the product. It can be the very foundation for building a brand.Ruslan Tovbulatov, former Chief Marketing Officer at Thrive Global, has a powerful perspective. "How do we get people to introduce mindfulness or take a few more steps each day? The way we actually move and change their habits is through stories." Tovbulatov tells us that storytelling moves people to action, which is why it’s at the heart of what he does at Thrive Global.Story is a powerful motivator because it connects us with our memories, evokes emotions, and even stimulates physiological changes.Peter McGraw, author of Shtick to Business, says, "Memory is built on associations. Whether exercising daily or smoking two packs a day, the unconscious mind has learned associations that have become automatic. To build a habit, you are essentially creating a new set of associations — weaving your own mental web." Using storytelling as a means to create new memories and associations helps people build new habits, like taking a few more steps each day. Eventually, those habits become routine, and over time, they can become rituals.Anne-Laure Le Cunff, founder of Ness Labs, and prolific writer about mindful productivity, defines the difference between habits and routines. "Habits happen with little or no conscious thought; routines require a higher degree of intention and effort. The difference between a routine and a ritual is the attitude behind the action. While routines can be actions that just need to be done—such as making your bed or taking a shower—rituals are viewed as more meaningful practices which have a real sense of purpose." Everyone has their own habits, routines and rituals. Like making your bed, brewing coffee, going to weekly worship, sports — work, the list goes on.Surprisingly, research has shown that nearly half of all behaviour is habitual. An experiment summarized in the book, The Choice Factory, described "two psychologists, Jeffrey Quinn and Wendy Wood, from Duke University, [who] gave 279 undergraduates watches programmed to buzz at set times. Whenever the alert was triggered, the students recorded, in detail, their actions at that moment. What they found was that across a range of areas from exercising to travelling, from eating to socializing, a full 45% of behaviours were habitual — the same decisions being made at the same time and place without full conscious thought." How can brands and marketing build on this tendency?Steve Schwartz, CEO of The Art of Tea, says that ritual is a big part of his customers’ experience. During my interview with Schwartz, he asked me how I make tea. I was a bit embarrassed, because I know there’s an art to making tea. A methodical process, which is the exact opposite of my approach. Nonetheless, I explained what I do. On Sundays, I start by boiling 64 ounces of water. Once it starts boiling, I pour some into a ceramic teapot with loose leaf herbal tea. I use Alexa and set the timer to three minutes. Then, I pour the steeped tea into a 64-ounce growler. I let the growler cool down on the counter for a few hours before I put it in the fridge. (Sidenote: If there’s anyone else who drinks tea from a growler, please, let’s connect.) What he helped me realize is that this is indeed a routine. Perhaps close to becoming a ritual.Thinking about how customers use your product or service and how it incorporates into their lives will help you define a ritualization process. The key to that process lies with your current customers. Launch an interview program to collect personal stories that will help you deeply understand and empathise with your customers. Then, build on their experiences to tell stories about how your product or service changes people’s lives for the better.Put simply, storytelling is about communicating a message to your audience — whether it be written, spoken, video or audio. When you know how to craft your story, it will help you move your brand forward to greater recognition, higher sales and better outcomes for both you and your customers. Storytelling takes what people already know and brings them in to engage them and evoke memory and emotion. It helps people make sense of events, actions and aspirations, while helping them interpret your reality and create context for their own experiences with your brand.Make your customer the hero of your storyMany brands position themselves as the hero in the story. But they’re not the heroes: their customers are. Customers won’t care about how great your product or service is until they know how it helps them. “Creating a relationship with your customers starts with making your customers the hero of your story,” says Lori Raygoza, vice president of Ecommerce at Performance Health. Raygoza recommended that a brand’s marketing message should be clear and speak directly to the customer's needs.Zoe Wilson, Digital Marketing Manager at Betr Health, is largely devoted to creating compelling content. She works directly with clients to elicit case studies, stories and anecdotes to pay homage to their achievements and to inspire other members. One such story was about a client who was retiring and was diagnosed with cancer. The medicine she was taking was making her gain weight, which eventually brought on high blood pressure and cholesterol. From there, she spiraled into a depression. After starting her customized Betr Health program, she lost 35 lbs, restored her confidence, became much more energized and got back on her bike. She eventually stopped taking medication for depression. That’s the kind of story any company can be proud to share, and any patient will be able to relate to.Since users’ experiences with a business affect whether or not they return or refer others to you, your business is already directly invested in those experiences. Ruslan Tovbulatov, former chief marketing officer at Thrive Global, says, “It's not some kind of productivity or efficiency game. It's about the transformations we're making in individual lives." He cites one example: a series of 7- and 21-day Thrive well-being experiences they hosted for Walmart employees. Walmart learned that 97% of participants are now taking more time to manage their own stress, build resilience and help others do the same. Over 230,000 inspirational success stories came in from Walmart employees around the world. That’s a lot of positive habit building — and it generated a tremendous amount of first-hand, customer-centric marketing material.GE Healthcare Digital follows the same two-way benefit strategy. Lynn Eversgerd, chief marketing officer of Global Partners Consulting & Command Centers, told us that she and her team paved the way to create opportunities for GE Healthcare customers to tell their own stories. “We are fortunate that we have earned our customers’ trust as partners. When our technologies and solutions help our customers achieve an outcome, it’s their outcome that we celebrate,” she says. Eversgerd and her team develop stories about their clients’ experiences with GE medical technology in which they position their clients as the heroes. In return, she notes, "Our customers are ultimately telling the brand story for us."For these executives and their brands, the personal relationship between the business and its customers transcends the profit motive. Instead of focusing on profits, their businesses focus on helping customers make positive changes in their lives. Eversgerd wrapped up by saying, "If you don't collaborate with customers to jointly tell the story of how together you make a bigger impact, you're missing out on an opportunity for both sides."Make the customer the hero of all your contentMany brands struggle with making the leap from profit to impact. One requirement, beyond mindset and willingness, is to build trust with customers. Brands that seek to educate, empower, and enable their customers provide more than products and services: they also provide know-how through resources that educate and inspire. Ron Ribitzky, founder & CEO at R&D Ribitzky, and co-founder of Alliance Tech, explains that it’s important to establish yourself as a credible source, or, as he says, “How do we figure out who is a qualified player and who is just making noise?"To discover what kinds of resources would be most valuable to its customers, GE’s Lynn Eversgerd says, "When I think about the audience which I want to directly engage, my goal is to provide them with not only relevant and meaningful content, but a unique perspective that is differentiated from all the other noise in the marketplace. To do so requires the passion to learn everything we can about our individual customers, as well as their organizations, so that we can speak directly to their pain points. This includes everything from having frequent genuine conversations, to understanding their own target audience (physicians, boards, donors, communities and patients), to following daily news about their individual organizations. It goes back to the whole idea of being completely customer-centric and customer-focused.”Make the customer the hero of your communications programsWorking through stories also drives healthtech brands to be entirely customer- or patient-centric. Here we’re drilling deeper on content and how to deploy it.Content and stories need to be short. "My job is to entertain the audience," says Rob Wilson, sales & marketing manager at GameTime. “A lot of content is far too long. It really should get straight to the point.” Content should also provide details about the process, guide your audience through the necessary steps to the outcome: “You can't get to the goal without the process." When it comes to technology, he thinks there are better ways than long-form media to provide value: use social media marketing to deliver short content posts that give the reader immense value on LinkedIn and Facebook in minutes. Finally, he underscored how much work these campaigns take. It’s serious business.Ribitzky has some advice on how to improve digital communication and operate more effectively in the virtual world. He says, "Think about relevance and ask yourself, ‘don't we need to change the ways we use technology to help us provide information?’" He goes on to say that the likelihood a brand’s audience will read 100 pages of anything he writes is virtually zero. That content needs to be written in a way that will be relevant to them and respectful of their time. He says, "It's all about knowing the audience and packaging content as a tool, so that they will be able to consume it very quickly." He continued, "The days of publishing a five-page or eight-page whitepaper as a PDF and linking it are over." While professional people still read whitepapers, books, and reports, your customers don’t. But in any medium, the content still has to be compelling.Simone Grapini-Goodman, MBA and Chief Marketing Officer at DiRx Health, uses a range of ethnographic and quantitative research techniques to understand their audiences. "Using design thinking principles and personas, we’ve broken down our customer cohorts into three main categories, and outlined their hierarchies of needs." She says it was a challenge to present a single online experience that deeply connected to all three audiences. “Each audience has a slightly different lens, so we strive to build a frictionless experience based on what people want, what technology can deliver, and what is financially feasible.”Former Head of Data at Curology, Anna E. Shen, has a different solution for the problem of creating customized experiences for different audiences. "We target numerous audiences over our marketing channels and have dozens of unique landing pages for each one to allow us to maximize our SEO and ad relevance/quality score." She tells us that they start with quantitative research — clustering and "typing" of the customer relationship management (CRM) — to first identify the personas they’re investigating. After that, Shen and her team conduct rigorous research, including focus groups and interviews, to sample each persona so they can understand their customers in depth.When developing new healthcare technologies, which many businesses are now doing, it’s important to pull away from the technology and look at the experience from the patient’s point of view: to become totally customer-centric.Dr. John Reeves MD is CEO at conversationHEALTH, which is transforming the way pharmaceutical companies communicate with patients and healthcare professionals. 25 years of experience as a primary care physician helps him deliver a perfect product-market fit for his pharmaceutical clients. One thing he learned working as a physician is that patients don’t know how to be great patients. The stress of the doctor’s office and the possibility of a negative prognosis, makes it hard for them to take in important information about their condition and treatment. This insight inspired him to found a company to teach patients outside the office visit. Sending messages through texts, websites, voice devices and other channels lets patients learn more in the hopefully more relaxed atmosphere of home. The technology works in conjunction with the doctor to inform and educate the patient, at their own speed and in their preferred channel. That’s meeting patients where they’re at.Meeting people where they are is exactly what Sandra Sellani, vice president of Marketing at Discovery Behavioral Health, does when applying empathy to deeply understand its patients’ needs. "We start by talking to the people who are referring patients to us — their therapists. We ask them about the patient’s needs and develop an individualized treatment plan for each patient when they are admitted to the program.” She told us that they also listen to people in their call center to get a good sense of callers’ needs. They talk to program directors and facility staff, and gather the most meaningful feedback from patients about their experiences during treatment — what did they like? What could be improved? They even stay in touch with their alumni through a customized app to keep the dialog open and collect even more feedback. The app is also a virtual community where people can share their stories and encourage one another, and it creates an opportunity to support their recovery through content, communication, and connection.Donna Cusano, former marketing and communications director at WellCare's Collaborative Health Systems and now principal of Allegro Marketing & Communications, agrees that health care could use media and technology in better ways. "Many medical practices are extremely challenged with implementing technology to manage population health and using telehealth and remote patient monitoring to stay in touch with their patients." She told me that older patients may be afraid to go to the office in person now, but they also have issues with using technology and having the right connectivity to reach their doctors in a virtual visit. “Communication channels need to meet patients where they are, on a level where they're comfortable, and at convenient times. It’s not always on social media or a smartphone."Deven Nongbri, associate vice president of marketing at HCA Healthcare, corroborated the challenges of content marketing, available technology, and having to be on multiple platforms to connect with an audience. "Social media listening becomes challenging because of the need to keep track of who's starting what conversations and what they're saying," he says. He added that there’s no simple answer, or single platform, that solves all these problems.In digital health, it’s especially important to establish a voice for the user, says Carlo Rich, digital health management consultant, digital health office of Baylor Scott & White Health. He said, "you need to make sure everyone is coming along on the same journey, that the patient is represented and has a voice." He said, "When you live and breathe your technology every day, sometimes what you say about it isn’t easy for others to understand." This is the dreaded curse of knowledge.Perhaps that’s why the stories and product offerings you develop through empathetic research are so powerful. They provide vivid pictures and relevant solutions instead of complicated jargon and feature-heavy, relevance-light technologies.