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July 18, 2012 | Written by: Scott Carlton

Profile: Uncovering the Mystery of What Makes People Click


Who’s influenced you most as a digital strategist?
It’s you. It’s people interacting with the modern world. I’m fascinated by how we use technologies to get things done.  For example, using a microwave to heat food, ATMs, check-in kiosks at the airport, smartphones. And how these interactions impact our behavior, decisions and attitudes—our lives.

Why now work within the wellness landscape?
I think we’re operating in the most interesting field at the most interesting time. Health and wellness as an industry is changing. We are at the point in history where we have the knowledge and tools to be healthier. And because technology is evolving at an ever-increasing rate, we now have the access to these tools and the means by which we can understand them.  It’s no wonder health tech is booming. And today, it’s sexy. All of it offers us a way to live better. It’s a very exciting time. Especially when you realize that we’re a part of this movement to live healthier lives.

Do you have a credo? If so, what is it?
It’s simply to be better. It’s a belief that translates to all aspects of my life. It inspires me to do better work—to be a healthier person, a better friend, daughter, girlfriend and global citizen. As we evolve, we have an opportunity to change into something greater than we are today.

Where do you think the healthcare world is headed?
In a word, I’d say convergence. Healthcare and wellness are becoming one. Biology, chemistry and technology are fusing. They’re all becoming so intrinsically interconnected which is fostering a movement not only towards better treatment, but greater focus on prevention.

What are you reading these days?
I’m currently reading a memoir that I tried reading it a few years ago. I was inspired to pick it up again on a recent trip through Colombia, the author’s homeland. Early in the book, the author refers to an important thought that it’s not so much what happens in your life that’s important. But what you remember. I believe this to be relevant in the context of health. As marketers in the health and wellness space, we must remember that the patient experience around taking a specific medication or course of treatment is as impactful as the act itself.

What’s your favorite website?
Ha—that’s like asking me what’s my favorite pair of shoes. Each has its time and purpose which changes over time.  So just as my neon strappy sandals are ideal for a summer cocktail party, an athletic apparel website is one of my favorites for desktop and tablet, and a coffee retailer’s site offers an excellent example of responsive design.

So you’ve spent some time in Israel?
I have. I was there during my childhood. It had a big impact on me that resonates today. There’s a phrase in Hebrew that translates to “help your friend and neighbor.” This is one of the first things you learn as a kid growing up in Israel. It’s an understanding that trusting and believing in other people is a good thing. I draw upon that belief a lot in my day-to-day interactions with people here in New York City.

What gets you charged up at work these days?
The opportunity to learn from and converse with some of the most interesting innovators in our field. I helped launch the first ever Health & Wellness Hub for Social Media Week in New York this year. It’s objective was to ignite, support and elevate the interesting discussions taking place around health and social technologies. The conference was also a great platform for highlighting new innovations and opportunities for health and wellness. It was truly so exciting to engage in discussions on topics including health games , patient centric design from the perspective of an architect, the quantified self and the MIT health and wellness hackathon.

What are your passions outside of the office?
Living in NYC, we have so much available to us right at our fingertips. Art, culture, theater and music. All of these things are my passions. I try to take advantage of as much as I can by going to museums, galleries and shows. I also meditate, practice yoga, box and ride my bike to explore the architecture in the city.

What words would you use to describe yourself?
I’d say I’m curious, quirky and driven.

What words would others use to describe you?
Individual, determined, energetic and alive.

About the author
Scott Carlton
Scott is Associate Creative Director at SSW. His wellness pledge is to keep fit by eating plenty of chicken and yogurt.

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