The way we communicate with each other continues to evolve. Rapidly. Radio, newspapers and television have been influenced by new media. Not only has the internet reshaped the communication landscape, but so have the devices, technologies and apps [...]

It doesn’t matter if it is a corporate, product or service brand, one factor above all others will influence its ability to succeed. As you establish or evolve your brand, a core point of meaningful differentiation is critical. [...]

Clinical trials are the backbone of advancing therapeutics. The investment made in financial and human capital are tremendous. The trials themselves represent true hope to those who can benefit from them the most, clinically. Sometimes even a last [...]

The client/advertising agency relationship is one that at its best can be extraordinarily rewarding (for both parties, as well as the audiences they serve). But like any relationship, it takes a mutual commitment and ongoing work. And, especially [...]

In the healthcare industry, much attention is paid to product brands. It’s logical. The product brand is responsible for driving sales. It’s where you need to establish brand loyalty. But what about your corporate brand? [...]

Today, more than ever before, patients are informed and driven consumers. Their involvement with their health has never been greater and so are their expectations. Sure, the most fundamental aspect of a pharma brand is providing a safe [...]

Patient advisory groups can serve as a direct and unvarnished way of obtaining important information prospectively and retrospectively about your brand and the market. Who better to ask about treatment than those we ultimately strive to help. Patient [...]

With limited marketing dollars, you have to determine how to get the most bang from your buck. What’s going to reap the greatest return on your investment? It’s a fair question. But in order to really answer it, [...]

It’s natural. You will be launching a new product and all of your efforts are going into making sure the new drug, diagnostic or device is ready for prime time. Budget is allocated to support the launch. Branding [...]

This past November, I had the privilege of attending an event to raise awareness of Progeria, a rare and fatal genetic disorder characterized by accelerated aging in children. In addition to viewing a powerful documentary, the evening featured [...]