Beyond Awareness: Modeling Shared Decision-Making in Patient Communications By Matthew Froestad, SVP, Client Services When patients struggle to see a clear, positive path forward, modeling a constructive journey can give them the confidence they need. When Coretta learned she had stage 4 non-small cell lung cancer, she was shell-shocked. She didn’t fit the profile, didn’t see it coming, and didn’t know what to […] Written by Snow Staff May 15, 2025October 23, 2025
Publication Day! Brenda Snow’s “Diagnosed” Available Now It’s publication day, and Brenda’s book “Diagnosed: The Essential Guide to Navigating the Patient’s Journey” is officially available. Find it at your favorite bookstore or order it online by going to brendasnow.com. Brenda is giving all of her proceeds from this book to health-related charities. Here’s the first thing I want you to understand: YOU […] Written by Oliver Portmann March 18, 2025March 18, 2025
The Hidden Value of Patient Voices: Redefining Success in Healthcare By Amelia Eanes and Maggie Patry True patient engagement creates ripple effects that transform both clinical outcomes and business results in a measurable way. Measuring engagement isn’t just about numbers—it’s about the lives that are touched and the outcomes that are improved through strategic, thoughtful approaches to patient communication. The concept of patient engagement has […] Written by Amelia Eanes March 11, 2025October 23, 2025
Too Bot to Touch: When AI Needs Humans to Reach Its Potential By Blake Shewey, as published in PM360, November 21, 2024 With AI transforming the healthcare industry at a rapid pace, identifying which functions should remain in human hands becomes essential. As I got home from my last Patient Ambassador® training, the overwhelming sense of connection, of that deeply human bond all of the participants built […] Written by Snow Staff November 21, 2024October 23, 2025
Bot to Trot: AI Steps Up to Transform Healthcare By Oliver Portmann and Christina Kim, as published in PM360, June 24, 2024 When singer-songwriter Randy Travis survived a near-fatal stroke in 2013, he was left with numerous physical challenges, the cruelest of which was limited singing and speaking ability. Yet earlier this year, his voice could be heard in the new song “Where That […] Written by Oliver Portmann June 24, 2024September 3, 2025
Unlocking Patient Engagement: The FDA Wants You to Know This Career highs and lows sometimes feel random: We often call a success “lucky” and a setback “unfortunate.” In biopharma, we may think of a drug launch that turns out to be a blockbuster as such a lucky break. But possible setbacks lurk all along the drug life cycle: The molecule might not meet its endpoints, […] Written by Oliver Portmann March 11, 2024March 13, 2024
Empathy in Digital Healthcare: A Compassionate Approach to Patient Well-being In the ever-evolving landscape of digital interactions, fostering empathy and applying the “human touch” to digital communication plays the foundational role in shaping positive user experiences. Nowhere is this more crucial than in the healthcare space, where patients grappling with illness deserve more than clinical expertise: they need compassion and empathy. No matter the platform, […] Written by Snow Staff November 28, 2023November 28, 2023
Moving Beyond the Transactional By Jenn Mason, as published in PM360, November 13, 2023 (…) When those closest to you have difficulty empathizing with the patient’s journey, imagine the value in being able to reliably offer that empathy to those patients in the market for your company’s products. (…) The moment a person learns that they are now a […] Written by Snow Staff November 13, 2023November 13, 2023
Fall Award Season in Full Swing New award updates are in: At the PM360 Trailblazer Awards this year, the Marketing Team of the Year went to argenx alongside SNOW, closerlook, Princeton10, Syneos Health, and minds + assembly. Along with Takeda, SNOW also won Gold in the category Patient/Consumer Education. At the Shorty Impact Awards, Amalia’s Story is the finalist in the […] Written by Oliver Portmann October 25, 2023October 27, 2023
SNOW Initiatives in Trailblazer Finals PM360 has announced the Winners of the Trailblazer Brand Champion Awards, as well as the finalists of the Trailblazer Initiative Awards. SNOW would like to applaud all the winners and finalists and highlight these six: “Developing marketing initiatives within the life sciences always requires striking a unique balance between being innovative but within regulatory confines, […] Written by Oliver Portmann August 25, 2023August 25, 2023
Read this Before You Automate Patient Content Written by Oliver Portmann December 1, 2025May 12, 2026
The End of DTC? Time to Rethink Patient Engagement Written by Snow Staff November 11, 2025November 11, 2025
From Outreach to Ownership: Why Co-Creation Can’t Wait Written by Snow Staff September 25, 2025October 23, 2025
