David McDonald

David McDonald is the founder and CEO of LIFT Healthcare, a research and strategy firm that helps health systems, life-science companies, and public health advocates better understand the people and communities they serve. An anthropologist by training, he has worked for more than 25 years to advance patient education and well-being, and he is recognized as a thought leader for applying ethnography and design thinking to healthcare. He is the creator of the Five Dimensions of Emotional Truth, a framework used to decode human behavior and motivation. In What’s Their Story?, McDonald shows how anthropology and design thinking can reinvent healthcare marketing. He lives in Jupiter, Florida.