Richard Roy

I think @airtelindia is trying to break up with me Every few weeks, she tells me, “we’re done. Shall we close this?” But she never calls, never asks what went wrong, Just keeps trying to end the relationship. I say, “Can we at least talk first?” Who knows, maybe we can make this relationship work again. Do you think Airtel Cares anymore? @Airtel_Presence

16 years in marketing, 6 hospital brands, and one simple thing has worked for me every time: FOCUS It sounds too obvious to deserve a post. Yet almost every large hospital brand struggles with it. A large hospital group has multiple locations, specialties, procedures and doctors who need visibility. Add them all up, and the marketing plan has hundreds of things to promote. The budget then gets spread so thin that every campaign gets just enough money to run, but not enough to make an impact. Together, they create a large spend with very little you can point to. The brand itself often gets sidelined too. Most of the money sits with units and revenue centres, while the central brand budget barely covers the agency and a few campaigns. Each unit then runs its own playbook. The same city sees different campaigns, messages and tones from hospitals belonging to the same group. And then comes the dreaded knee jerk request: "Why are we not running a campaign for this?" The plan goes into the bin, and the team starts working on something that was never planned. Three things that work for me every time. 1. Eliminate first: Before adding anything, Start cutting until only a few priorities remain that truly deserve the budget and effort. I built a checklist to decide what earned a place in the plan. I will share that in another post. Trust me, saying no was not easy. 2. Promote the product, protect the brand: Procedures and specialties still need promotion. But every campaign must speak the same brand language. You can sell a service without making the brand look different every week. 3. Stay consistent: This is often the hardest part. A competitor launches something new and everyone wants to chase it. What worked was sticking to the plan and giving it enough time to produce results. This is simply the 80/20 rule in practice. A few priorities drive most of the return, and focus means funding them properly instead of giving everything a small share. It is also how I arrived at my 50/30/20 approach to brand budgets. Check the link the comment section Focus may not sound like the most interesting answer. It is still the one that keeps working. #marketing #brand #healthcare

Hospitals celebrate the number of surgeries performed, but nobody is counting the number of surgeries avoided. I've helped brands celebrate and promote them. Someone hits a number. A procedure count, or the first year of a new robotic system. The clinical team earns that moment, my team put it on social media, and everyone standing in that room deserved to be there. Each of those surgeries is a life saved, or a quality of life got back. I'm not taking that away from anybody. But I've stood in those celebrations for most of my career with a thought I could never quite put down. How does this solve the bigger problem? A surgery is an important intervention. Most of the time it's the last stop, not the first one. Somewhere upstream there was a screening that didn't happen, a symptom someone waited out, a warning sign nobody flagged, a system that only pays attention once things get serious enough to cut. And we're all in that system. Hospitals, insurers, employers, and every one of us who skipped the annual check because work was busy. Better roads, or sturdier cars? Both. Obviously both. But look at where the celebration goes. I'd like to see a hospital put a second number on the wall. Surgeries avoided. Cases caught early enough that the theatre was never needed. I don't know how you'd audit that, or who'd pay for it, or what stops it turning into a vanity metric of its own. I genuinely don't have that answer. I just think a system that celebrates one number will keep producing that number. If your hospital had to put one prevention number next to the surgery count, what would you pick? #hospitals #marketing

It’s frustrating, isn’t it? Watching someone less capable move ahead while the real talent stays unnoticed. I’ve seen it happen multiple times in my career journey. Brilliant people quietly deliver, believing hard work will speak for itself. And average performers became “the face of success” because they were visible. The truth? Opportunities don’t find the best people. They find the most visible ones. Hard work is the foundation. But visibility is the amplifier. That doesn’t mean politics or bragging, It means showing your value where it matters. Speak up in meetings. Share insights publicly. Take the stage when it’s offered. Because people don’t just remember results. They remember the person who made them think. Opportunities don’t knock for the quietest voice. They knock for the one they can’t ignore. Do you think visibility is a skill, or should good work be enough? _ Follow @roymendonce for more insightful content

In marketing and in life unpredictability isn’t the exception. It’s the rule. Campaigns flop. Budgets get slashed. A competitor launches with twice your resources. Or the algorithm changes overnight, and your reach disappears. Early in my career, I wasted a lot of energy trying to control every variable. Plan for every possible scenario. Remove all uncertainty. But here’s the truth: no amount of planning removes the fact that the market, like the ocean, has its own moods. The best leaders and brands I’ve worked with don’t fight that. They adapt. Fast. They build teams that can pivot without panic. They treat setbacks like data, not disasters. The wave isn’t the problem. The problem is thinking you can stop it. If you learn to ride it, anticipate its shape, adjust your stance, and balance through the turbulence you turn chaos into momentum. The market will always move. The question is: will you? What’s one change you made this year that helped you adapt instead of resist? #Motivation #quoteoftheday #Marketing

4. Lack of immediate relevance

3. Cognitive overload

2. Weak emotional cue

1 No pattern disruption

Most campaigns don’t fail because they don’t get attention. They fail because they don’t win consideration. Attention is cheap: Every scroll, every view, every click counts as “attention.” But does it mean your audience cares? Think about it: We binge 4 seasons of a show 10 episodes each. Clearly, people don’t have an attention deficit. But the same person scrolls past a 10-second ad like it never existed. Why? Because your content didn’t cross the gap between attention and consideration. Attention is the spark.Consideration is the fire. It’s the difference between “I saw this” and “I’ll think about this later.” In today’s market, your audience isn’t short on attention. They’re short on consideration. Winning it means making your message so relevant, so clear, so personal, that it earns a spot in someone’s mental queue. The feed is crowded. The brain is selective. The real question isn’t: Did they notice you? It’s: Did they choose to remember you? #attention #consideration #content #Advertising

When #blinkit delivers stuff in 10 minutes, why don’t we have a Blinkit for creative? Not for everything. Not for long-term strategy. Just for the quick, clean, good-enough stuff you need right now. Who's building this? #marketing #agency #creative

Hi @VW @volkswagenindia trying to get a straightforward information from your cc team, 15 days, 5 followup emails. Is there a better way? please suggest @VWGroup

Sony unveiled its new microsurgery robot, demonstrated by stitching a single corn kernel linkedin.com/posts/richardro… #healthcare #robot #technology #surgery #sony