Alan Fitzpatrick, Author at Fenton

Oct 2015

Jargon still a bitter pill for many

A new day of reckoning is upon us as communicators. A new reminder to commit to clarity and watch our words. No more utilising, away with leveraging; triage be gone. Time to drop the jargon, especially if you regularly communicate with the wider community about health.

Sep 2015

Diabetes care – the question of cultural influence

I recently completed a 12-week work placement at Fenton Communications as part of a Master of Public Health degree. During my placement I worked on a project looking at diabetes in culturally and linguistically diverse (CALD) communities. The project surveyed health professionals to see if they would value communication resources that could enhance their understanding of cultural influences on diabetes care and management.

Jul 2015

Lawyer-up: the rise of personal branding in the legal sector

We’re all familiar with the power of brands. Think Vegemite. Dyson. Cancer Council. We have an immediate emotional response to certain products and services – this is the heart of their brand. Many corporate lawyers work for corporations or NGOs that spend time and money building and protecting their brand because they recognise it as critical to their success.

May 2015

Translating the ‘lifestyle disease’

It’s Australia’s fastest growing chronic illness with more than one million people already diagnosed. Experts anticipate three million cases by 2025. Hearing these statistics, we tend to imagine the looming national spectre of cancer or heart disease – and with good reason: according to a recent World Health Organisation report cancer may have overtaken heart disease as Australia’s biggest killer.

Apr 2015

Selling the science behind child’s play

We were recently engaged to come up with a strategy that would help persuade schools and teachers across the country to take part in the only national census of children in their early years: the 2015 Australian Early Development Census (AEDC)

Nov 2014

Build trust and they will come

It might sound like a concept contrived by a marketing department, but brand trust actually taps into one of our most innate needs: to make meaningful connections.

Sep 2014

Brand change: before and after

Fledgling start-up or corporate monolith, changing your brand is a big deal. As an organisation grows, a brand can be left hanging long past its best before date – usually because it's beloved as a powerful emblem of hard work and success. It can be hard to admit that your brand is fraying at the edges and doesn't quite fit anymore.

Aug 2014

The science behind people-watching

What do a $300,000-Maserati and a job centre in Essex have in common? More than you might think. Both have been exquisitely analysed by a growing sector of people watchers applying principles of behaviour economics to the theatre of human transaction, and both were subjects in a riveting conference I attended in Sydney hosted by The Marketing Science Ideas Xchange.

Author: Alan Fitzpatrick

Alan Fitzpatrick