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Creating the Multi-Channel Campaign Symphony
When budgets are tight and you are asked to do more with less, it is more critical than ever to have all elements of a campaign working together and maximizing each other, just like instruments in a...
View ArticleUsing a Grassroots Strategy to Engage Your Audience
Pharma marketers looking to make connections with stakeholders, particularly patients and target consumers, can take a leaf out of the 2012 Presidential campaign playbook. Most political analysts would...
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The Return of the Corporate Brand
The winds have shifted on the issue of corporate branding in pharma. For the last decade or so, companies focused communications investment on building product brands assuming those were what mattered...
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Devices and Apps + Clinical Support = DIY Women’s Healthcare
Last year, PricewaterhouseCoopers predicted “Do it yourself” healthcare, including mobile apps and home-use medical devices would be the top healthcare trend. They were right. Today, new devices and...
View ArticleCombine Data & Analytics with People Skills
In “How to Quantify a Nurse’s Feelings,” an opinion piece that ran in the New York Times this summer, hospice nurse Theresa Brown recounted a case that has stayed with her for years—and now me. Though...
View ArticleRelationship Communications Powers Stronger Connections with Customers
A company’s success is, in many ways, measured by its ability to generate revenue. The foundation of that process is building and nurturing customer relationships. While relationship marketing is well...
View ArticleWhy R&D Should Be Your Company’s Flagship Brand
Creating and maintaining a strong and trusted reputation is a holy grail that biopharma marketers often strive for with varying results. One approach is proven to catapult a company into a different...
View ArticleHarnessing the Power of Generational Diversity as a Competitive Advantage
For the first time in the history of business, up to five generations of employees are working together. Today’s workforce includes Traditionalists (born 1927-1945), Boomers (1946-1964), Gen X...
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