Senior Copywriter, Brendan Corcoran, is a team player to the core. When he isn’t empowering clients and Switch with his skillful writing abilities, he takes to the local music scene as front man of his band, Runoff.

How long have you been with Switch?

A little over three years now.

Current clients/projects?

I work mainly on our healthcare business – primarily Elsevier. And within that account, there’s a focus on more technical, digital resources such as ClinicalKey and InOrder. I also enjoy writing for the Switch brand on the blog, as the content can span opposite sides of the creative spectrum. For example, a more buttoned-up post I wrote was about core takeaways from the Digital Health Summit, part of the 2014 CES in Las Vegas, whereas a post published near St. Patrick’s Day was an entertainment piece about the lesser-known (yet undoubtedly superior) Saint Brendan. Switch provides a fun, immersive culture that encourages participation, so I am always glad to contribute.

How did you first get involved in this industry?

I’ve always loved writing. And I’ve always loved advertising. After determining early on that a career writing fiction wouldn’t really suit me, I got interested in copywriting. My senior year professor at the University of Missouri – Columbia’s Journalism School (advertising sequence) had a longstanding deal with a former student who was a creative director here in St. Louis – every year he’d send him his favorite student. I just happened to be his favorite student when I graduated and was looking for a job.

What about your personal background (education, hobbies, interests) helps to inspire/enhance your professional life?

I play guitar and sing in a local band, Runoff, and I also write our songs. I like to think this helps me write and perform under pressure. I’m also good at being heckled by unhappy crowds – good conditioning for critical feedback.

Is there any project in particular you would consider a “breakthrough?”

At the start of this year, we created an activation for Elsevier’s ClinialKey at the Healthcare Information and Management Systems Society (HIMSS) tradeshow. In terms of overall theming, messaging and creating a sustained experience, we hit a definite peak. We were head and shoulders above any other brand at the show. As a bonus, the client recognized it as breakthrough work as well … which doesn’t always happen!

What are the current challenges you’re facing in the industry today?

From my perspective, the biggest hurdle is staying relevant and getting our audiences to care. With the more recent sweeping changes in healthcare, on top of an already stressful and complicated industry, it’s often difficult to cut through it all, truly engage an individual and remain essential.

To reach Brendan, drop him a line at Brendanc@theswitch.us.