2 Minutes With … Dina Peck, CCO at Patients & Purpose
Dina oversees creative, digital ideation and execution at Patients & Purpose. She's spent 20+ years in the industry, working for consumers, patients and caregivers. Using omnichannel customer strategies to deliver audience-appropriate content, Dina continues to change the way healthcare companies communicate with people.
We spent two minutes with Dina to learn more about her background, her creative inspirations and recent work she's admired.
Dina, tell us ...
Where you grew up, and where you live now.
I grew up in Upstate New York and live in NYC now. In my heart, I am still a country mouse.
How you first got interested in health.
I spent a little time in healthcare marketing early in my career and then went to the consumer side. My healthcare passion was reignited when I was working on a prominent credit card account and thought, "If I help put one more credit card into the hands of someone who doesn't need another credit card…" That was when I knew I wanted to do something more meaningful and purpose-driven. So, I went back to health.
One of your favorite projects you've ever worked on.
The "This Is Living with Cancer" campaign we did with Pfizer. With DEI at the forefront and beautiful cinema verité style, we launched meaningful and impactful content that celebrated people living and thriving with cancer. It was some of the most authentic and patient-forward work I have done. I still recall going into the pitch thinking, "If we get to produce our recommendation, it will not only change the lives of people living with cancer—it will change mine." And it did.
A recent project you're proud of, and why.
#TitCheck. We partnered with Lizzo's YITTY and Young Survival Coalition on this inclusive campaign for those under 40. It was inspired by the ever-viral #FitCheck trend. I recall some folks who were not our target demographic being taken aback at the suggestion of using "tit." But we proved that by using the right lexicon, those in our target embraced it, engaged with it, and are doing exactly what we asked: adding a #TitCheck to their #FitCheck.
One thing about how health is evolving that you're excited about.
Health has never been more talked about, and industry work is becoming less homogenous. That's not only exciting, it's also necessary. Connecting through distinct cultural codes, working to provide equal health and health literacy beyond the written word—these are all critical to what we do every day. And this keeps patients at the center of the care they need and deserve.
Someone else's work, in health or beyond, that you admired lately.
I am still a fan of "Rescue Doodles," a mashup of AI and machine learning where kids' drawings of their dream puppies get matched with similar-looking furry friends that can be adopted locally.
A book, movie, TV show or podcast you recently found inspiring.
A visual artist or band/musician you admire.
Yayoi Kusama. At 94, she is a legend. Her sculptures and installations are a perfect representation of minimalism, surrealism, and feminism. Every time I look at her work, it feels like the first time all over again, with a new sense of discovery.
Your favorite fictional character.
Atticus Finch. He is sincere, caring and lives life through his own ethics and views, rather than those of the society that surrounds him. He believes in doing what's right, no matter what.
Someone worth following on social media.
@the_leighton_show. Because having kids requires a good sense of humor.
Your main strength as a marketer/creative.
Calm when surrounded by utter chaos. This doesn't mean I am a calm person in general, but when things get completely wild, I tend to be calm with crazy focus.
Your biggest weakness.
One thing that always makes you happy.
A fresh-out-of-the-oven chocolate chip cookie (or three).
One thing that always makes you sad.
Something people would find surprising about you.
I love silence.
What you'd be doing if you weren't in health.
I'd be changing education policy in the U.S.