At the end of 2013, GlaxoSmithKline (GSK) announced that it would end the practice of financially compensating healthcare professionals to speak on its behalf about its products or disease states to audiences who can prescribe or influence prescribing [...]
It’s easy to get caught up in brand centricity. We are constantly challenged to assess why our brand is superior to competition or answers a need that others do not. Our professional efforts revolve around the discovery, refinement [...]
Too often our good health is something we don’t acknowledge or even work to maintain. We acclimate to our norms and carry on. But what if we were faced with a diagnosis of a rare disease. What thoughts [...]
Marketing orphan drugs versus treatments with large disease states are two very different tasks. The reality is that branding, positioning and sales of treatments for rare diseases is a relatively new niche in the history of pharmaceutical marketing. [...]
Overall, webinars and webcasts can be extremely useful vehicles to communicate your brand to both patients and HCPs. Here are some recommendations for you to consider. The audience Need to have a very [...]
As stewards of brands within the healthcare industry, our effort to communicate is regulated. Accountability takes many forms. We must comply with the guidance and instruction from governmental regulatory bodies. We must comply with the outcomes of internal [...]
When you communicate your brand, do you challenge convention? Too often people choose the path that is most commonly traveled. It’s an understandable decision. It’s safer, more comfortable, sometimes most cost-effective and even faster. So why challenge convention? [...]
One of the most critical steps in building and growing brands is proactively seeking input. Identifying pertinent preferences, needs, behaviors and attitudes can help determine how best to differentiate your brand in a manner that it will be [...]
When it comes to brand building, perspective is paramount. The question is whose perspective. For better or worse we all view the world through the lens of our own likes and dislikes. The best brand builders, however, have [...]
Having a company, product or service does not immediately mean you have a brand. Having a name, logo and design standards may not mean much either. Too often, we like to believe we are [...]