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3 MIN READ

Trust is Personal. Your Creative Should Reflect That.

What role does creative play in building trust these days? I was asked this question as a panelist at the 2026 Mid-Atlantic MarCom Summit earlier this month. Initially, I struggled…

2 MIN READ

There Are 2 Ways to Ask ‘Why’ – Only 1 Leads to Behavior Change

I recently attended a behavioral science conference filled with more than 200 very smart people dedicated to understanding human behavior. And even here, it happened. After a presentation on Americans’…

11 MIN READ

Psychological Profiles of America’s Uninsured and the Messages that Work for Them

Getting uninsured Americans to purchase health insurance from the country’s public health insurance exchanges is a win-win. Insurance helps people get and stay healthy along with protecting their finances. It…

7 MIN READ

What Gets the Uninsured to Buy Health Insurance? A Look at the Decision-Making Journey

Last week, we wrote about how cost is THE factor in how Americans shop for health insurance, driving decisions on if and how they enroll and creating negative perceptions of…