Humanizing Healthcare Marketing: Frank Lescas on Storytelling, Video, and the Power of the Patient Journey
- 7wonderscinema
- 2 days ago
- 2 min read
In this engaging episode of In Focus, Michael Ayjian and Stephen Skeel sit down with Frank Lescas, VP of Marketing at Blue Earth Diagnostics, to unpack his remarkable journey from accounting to Olympic swimming to leading healthcare marketing innovation.
Frank shares how his pivot from accounting to pharmaceutical sales was serendipitously sparked by a dinner party conversation—and how that led to a multi-decade career focused on storytelling, patient advocacy, and precision medicine.
Key Takeaways from the Episode:
The Power of Storytelling in Sales:Frank emphasizes that truly effective marketing isn’t about product specs. It’s about understanding the human behind the data. Whether selling a pharmaceutical or a car, the emotional resonance of the story matters most.
Video as a Catalyst for Empathy and Clarity:When patients hear “nuclear PET scan,” anxiety often follows. Through a collaborative campaign with 7 Wonders, Frank used video content to demystify the diagnostic process, making it feel routine, human, and less intimidating. “Video allows you to feel the emotion, even without words,” he explains.
Why the Patient Journey Matters:From his work in oncology, Frank knows firsthand how essential it is to treat people, not numbers. He believes diagnostics should inform shared decision-making between physicians and patients, leading to more personalized and empathetic care.
Marketing in a Regulated World:Pharma may lag behind consumer brands in digital adoption, but Frank is pushing the boundaries. He discusses how personalization, relevance, and omnichannel strategy are the future, even in highly regulated environments.
The Role of Thought Leadership:Social proof and credibility are vital. Frank advocates for expert-led content, including videos and podcasts, to foster trust and accelerate product adoption in healthcare marketing.
"When I think of video, I think 7 Wonders Cinema."— Frank Lescas
Why It Matters:
This episode beautifully illustrates how video content and thoughtful storytelling can bridge the gap between innovation and understanding, especially in complex industries like healthcare. Whether you’re marketing a breakthrough radiopharmaceutical or promoting the concept of the 7 Wonders of storytelling, video remains one of the most powerful tools for connection, education, and change.
🎥 Watch the full episode now and discover how video storytelling is reshaping healthcare marketing.
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