• CSR: Corporate Social Responsibility
• The Triple Bottom Line: Measuring a company’s economic success alongside its environmental and social success
• SRI: Socially Responsible Investing
• Doing well by doing good
• ESG: Environmental, Social, and Governance

In this post-An Inconvenient Truth landscape, few marketers haven't heard these new mantras and, in many cases, begun to feel their pressure. But what do they mean for our clients, and for our agency itself? As we looked at our not-for-profit and pro-bono clients, our traditional corporate clients, and an emerging crop of social venturers, we realized that one essential characteristic united them all. Organizations that seek to succeed, not only according to the usual metrics of profits, productivity, efficiency, etc., but also as corporate citizens, have a particular streak of entrepreneurialism -- social entrepreneurialism.

So Brodeur Partners created a separate Social Entrepreneurship Practice to help our clients, both corporate and not-for-profit, differentiate themselves in an increasingly crowded market; stake out new turf in thought and ethical leadership; and discover, frame, and spread the word about their particular brands of corporate citizenship.

In our own backyard, we're building on our experience in social media and healthcare to fashion our own social venture, Patient Wisdom. Patient Wisdom grew from our own encounters as some of the millions of "e-patients" who are taking control of their journeys through the healthcare system by using the Web to find, create and share information and experience. There's a goldmine of medical information in online patient communities, and Web 2.0, we believe, can help patients -- and practitioners --  better mine that gold.

Our goal is to finally put the patient at the center of patient-centered medicine, and, yes, we’ll admit it, to create a bit of a disturbance in the force along the way.