Gil Bashe, Finn Partners

Bashe took an already-successful career in healthcare communications to another level by creating a communications platform that charts how system and household economics influence patient care and brand access. Called 5P, the approach considers how the individual ecosystems of the payer, provider, policymaker, and product innovator — each with a different economic objective — intersect at the point of patient care (whence “5P”). The idea is to empower clients to pursue the best avenues for improving patient care while at the same time maximizing their business interests. As a result, clients can model how communications dollars influence corporate voice, brand reputation, access, and patient engagement. As a pioneer of integrated health marketing, Bashe has always taken a deep interest in the role of emotion in patient care.