Beyond Thinking
Welcome to Beyond Blue’s Thought Leadership Hub, where we highlight complex concepts with clarity and showcase our commitment to delivering excellence with ease. Explore our insights, discover innovative perspectives and join us on a journey to navigate the intricate with confidence.
The Art of Positioning: Balancing credibility and aspiration
Positioning a healthcare brand effectively in a global market is more challenging than ever. Brands need to strike a delicate balance between credibility and aspiration. Credibility ensures that brands deliver on their promises and gain acceptance, while aspirational...
Our Top Picks for BHBIA 2025 Annual Conference
Paula Coyle and Jenny Fletcher are very much looking forward to being back at Wembley for the annual BHBIA conference. It's always a great couple of days, and this year's line-up does not disappoint, looking more interactive than ever with plenty of workshops to...
ASCO GU 2025: Key takeaways and emerging trends that will impact patient management
The ASCO GU 2025 Symposium delivered fresh insights into the evolving landscape of genitourinary (GU) cancer care. From breakthroughs in prostate, bladder, and renal cell carcinoma (RCC) to a growing focus on health disparities and the increasing value of ctDNA, here...
Beyond Blue’s Resolutions for 2025
This year, we’re building on our strengths, refining what we do best and setting our sights on an even brighter future. With exciting opportunities on the horizon, we’re ready to make 2025 our best year yet. To kick things off, we’re sharing our five New Year’s...
Lung Cancer Awareness Month 2024
It’s Lung Cancer Awareness Month, which made us reflect on our recent interactions with patients …. Understanding the Journey of NSCLC Patients: A Call to Action In our extensive work with non-small cell lung cancer (NSCLC), we’ve learned one undeniable truth: there...
Nightmare #4: When your gut says the creative won’t work
01:03 - Evaluating Intuitive Concerns and Gut Feelings 03:29 - The Role of Predictive Visual Analytics 06:50 - Balance Between Story and Simplification 10:17 - Collaborating with Creative Agencies In this episode of Beyond Blue's Comms Testing Nightmares, Jenny, Phil,...
Nightmare #3: When Localisation Hasn’t Been Factored In
00:30 - Cultural Relevance and Challenges 01:45 - Avoiding Cultural Mistakes 04:51 - Engaging Local Markets and Affiliates 08:29 - Diversity in Sampling and Representation In this episode of Comms Testing Nightmares from Beyond Blue, Jenny, Phil, and Sam discuss...
Nightmare #2: When the Concept Isn’t Landing
00:18 - Introduction of failed advertising concepts 01:38 - The misalignment of creative briefs 05:17 - Analysis of the surgical mesh concept failure 08:41 - Emphasis on asking the right questions In this episode of Comms Testing Nightmares from Beyond Blue, Jenny,...
Nightmare #1: When Aligning on a Single Behaviour Change Isn’t as Easy as It Looks
01:00 -Introduction to the challenge of uniting around a singular behaviour change 03:40 - Defining emotion and action metrics 05:56 - The role of workshops in achieving alignment 10:19 - Encouraging creative flexibility and evolution In this episode of "Comms Testing...
