Monthly Archives: April 2012

Apr26

Do Scare Tactics Work?

That’s the 54-million-dollar question. The CDC is betting they do, and has launched a series of graphic ads, featuring real smokers, to answer it.  Entitled “Tips from Former Smokers,” the videos show what it’s like to live in the aftermath of health disasters caused by smoking. The series can be viewed here: http://www.cdc.gov/tobacco/campaign/tips/resources/videos/ But do [...]

Posted in advertising, Branding, Education, Great Ideas, Health & Wellness, Healthcare Communications, Marketing, Patient Communications, smoking cessation | Tagged , , , , , , , , , , , , , , , , , , | 3 Responses
Apr24

They Unblinded Me With Science

Few disciplines in our industry are as dynamic as medical education. That’s not what everyone imagines, of course. But nowhere is it truer that the digital shift has required a radical re-imagination of how to engage physicians demanding a higher level of scientific discourse.  Drastically reduced dinner meetings and local symposia, almost no “enduring” (read: print) materials. The [...]

Posted in Branding, Clients, Design, Education, Global Marketing, Marketing, Strategy | Tagged , , , , , , , , , , , , , , | Leave a comment
Apr19

There’s No Crying In Advertising

Spring fever. Who doesn’t succumb at one time or another? And I am not talking about seasonal allergic rhinitis, though we have expertise in that, too. I am talking about baseball, the great American (and now international) pastime, and its connection to our industry. In what ways you ask? Just look at some of our [...]

Posted in baseball, Marketing, Social Media, Technology | Tagged , , , , , , , , , , , , , , , , , , , | Leave a comment
Apr17

Can a Brand Be Part of a Consumer’s Overall Plan for Wellness?

Many brands today are discovering the benefits of marketing on a health and wellness platform where appropriate. General Mills’ entire line of cereals touts “whole grain.”  Tropicana orange juice has product SKUs for “healthy hearts” along with vitamin D, calcium, antioxidants and healthy kids. Even Jeep is encouraging its potential buyers to find the freedom [...]

Posted in Branding, Health & Wellness, Marketing | Tagged , , , , , , , , , , , , , , | 3 Responses
Apr12

Specialty Pull-Through (It’s Not The Pull-Through We Grew Up With!)

As pharma companies continue to fight a more generic market and strive to maximize their access, the one term you hear time and time again in brand marketing circles is “pull-through.” For the past 15 years, pharma has viewed pull-through as the art of maximizing preferred tier status at a health plan—usually the result of [...]

Posted in Access, Branding, Managed Care, Marketing, Reimbursement, Strategy | Tagged , , , , , , , , , , , , , , , , , , , , | 1 Response
Apr10

Why Numbers Can’t Tell Us Everything

I’ve been on a tear recently about the numerical bias that is starting to take over our world. There seems to be an obsession with proving that the numbers are all we need to know, and I’m just not buying it. I’m referring to the tendency for news agencies to use statistical tidbits like the [...]

Posted in Education, Marketing, Statistics, Strategy | Tagged , , , , , , , , , , , , , , , , , , , , | Leave a comment
Apr5

Ogilvy Healthworld Idea Shop: Bringing Limitless Creativity to Healthcare Communications

Last year, I participated in an Idea Shop hosted by Ogilvy & Mather UK. Idea Shop is a “pop-up agency” with volunteers from Ogilvy & Mather UK giving their own time to come and offer free marketing ideas to small local businesses, charities, entrepreneurs and community projects. I spent a day at the pop-up shop [...]

Posted in Branding, Creativity, Great Ideas, Healthcare Communications, Idea Shop, Marketing, Networking, Social Media, Strategy, Technology | Tagged , , , , , , , , , , , , , , , , , , , , | Leave a comment
Apr3

Let’s Be Advocates for the Advocates

One of the foundations of effective public relations is establishing strong relationships with potential advocates for a cause, brand or company.  In the pharma industry, one of the most critical allies is the patient advocacy group (PAG) sector.  Whether it’s securing optimal market access, or gaining access to funding for outreach and awareness activities, the [...]

Posted in Advocacy, Patient Advocacy Groups, Patient Communications, Public Relations, Strategy | Tagged , , , , , , , , , , , , , , , , , , , , , | Leave a comment