The more healthcare's marketing and PR efforts are scrutinized, the more the industry craves fresh thinking and a creative approach. Enter J&J's Ray Jordan, who is responsible for streamlining a team of some 300 global communications people. Leading a team of that size for a company of this profile is a huge task, but he has exhibited foresight and an ability to tackle tough challenges. Take J&J's awkward decision to sue the venerable American Red Cross; Jordan blogged openly about what was at stake at www.jnjbtw.com. That blog, launched in June, looks to "find a voice that often gets lost in formal communications," a refreshing attempt to engage with the public when conservative healthcare companies rarely do so.