December 2024 was a month of new beginnings and unexpected challenges. Just 11 days after I decided to relaunch Foculus Marketing, my wife received a cancer diagnosis. The months since have tested and revealed my core strengths—Adaptability, Maximizer, Developer, Positivity, Learner—in ways I never anticipated. What comes to mind is the term “healthy volunteer” (used in clinical trials). With deference to actual healty volunteers in research, I also willingly signed up to battle cancer—and would do it again.
Together, my wife and I explored multiple hospitals and academic medical centers, searching for the best path forward. The skill and compassion of every doctor and nurse were remarkable, but not all offered the same clarity.
“They just work differently.”
I’ll never forget one discussion with a medical oncologist who, when I pressed for differences between two therapies, simply replied, “they just work differently.” That wasn’t enough for us.
At the Abramson Cancer Center at the University of Pennsylvania, a different oncologist broke down the nuances of the combination treatments. She explained in detail, and plain language, how they could work together. That explanation anchored our confidence and helped set our course.
At other medical centers, we heard sometimes conflicting advice such as radiation first versus surgery first. As confusing as this process was, it reminded me of the importance of second opinions and the value of being heard. In the end, my wife chose the option that felt right for her, opting for surgery first and then a sound course of treatments.
The power of parking attendants
The care at University of Pennsylvania stood out for small reasons too. Parking attendants were available in the garage and guided us to the right spot before the initial treatment. It sounds minor, but when you’re in the middle of an overwhelming journey, small moments of support and guidance mean everything.
I’m grateful for those parking attendants, just as I am for the nurses who recently gathered to watch my wife ring the bell after her last chemo treatment. At first, she hesitated since the Herceptin infusions would continue every three weeks until next spring. But the bell marked an incredible milestone (the carpet bombing was over) we were able to share it with the nursing crew.
Combing the old and the new
Throughout this journey, I’ve had a front-row seat to the power of life science innovation. It was enlightening to see how modern treatment relies on established therapies like carboplatin while incorporating groundbreaking advances like Herceptin. It’s a dynamic environment that mirrors the approach we bring at Foculus Marketing. We are combining two decades of life science expertise with modern lead generation and appointment booking techniques powered by automation and generative AI.
Whether navigating treatment or commercial growth in our industry, I’ve learned that the most transformative outcomes often arrive when the best of the old and new are brought together. And the greatest comfort is often found in the form of genuine guidance, clear communication, and small acts of service no matter what the setting.
Again, a big thanks to everyone, from scientists to nurses to parking staff, guiding us toward healing and progress.
If this story resonates—whether as a patient, caregiver, clinician, or innovator—take the next step. Reach out to discover how Foculus Marketing blends proven life science experience with the latest AI-powered commercial strategies to help life sciences organizations make a meaningful impact. Let’s combine clarity, empathy, and technological excellence to transform healthcare journeys together. Connect today and start advancing your mission for those who need it most.