Monthly Archives: January 2014

Jan31

How Flexible Are You?

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If you work in the creative department in today’s healthcare communications world, you had better be very flexible. Flexible in both mind and spirit. Gone are the days of working on one piece of business for several years and having a chance to build a strong client relationship that endures for years to come. Welcome […]

Posted in advertising, agency life, behavior change, Creativity, Healthcare Communications, Marketing | Tagged , , , | Comments closed
Jan28

What Famous Author Honed His Skills as an Ogilvy Copywriter?

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If you guessed Salman Rushdie, you’re right. The great novelist started his writing career as a copywriter at the London agency started by the great copywriter David Ogilvy, Joe Bunting posted at Copyblogger. While his books have captivated the literary world, his advertising credits at Ogilvy & Mather are not too shabby either. Aero is […]

Posted in advertising, agency life, copywriting, Creativity, Marketing | Tagged , , , , | Comments closed
Jan23

LIVING THE BRAND—Awakening the Senses at Congress

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It seems that the time has passed when having more sales reps and a bigger booth at a major congress was enough to attract physicians to learn more about your brand. Beyond the financial and compliance challenges that the industry has encountered in the past decade, leading in part to decreasing attendance from physicians, clients […]

Posted in advertising, Branding, conventions, Global Marketing, Healthcare Communications, Marketing, Pharmaceutical, Physician Communications, Sales Reps, Technology, Uncategorized, Vendors | Tagged , , , , , , , | Comments closed
Jan21

Marketing Performance Mis-measurement: Mistaking Strategy for Objective

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If you ever wondered why your monthly campaign tracker or reports show stellar results but your brand is underperforming in the marketplace, you may be measuring (and celebrating) the wrong leading metrics. You may be mistaking strategy for outcomes, thus celebrating the wrong “successes.” This piece elaborates on this measurement error and provides suggestions for […]

Posted in Analytics, Data, Healthcare Communications, Research, Statistics, Strategy | Tagged , , , , , | Comments closed
Jan16

True Integration of Excellence — the Key to Advertising Success

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As the communication dynamic between doctor and patient changes, so too must the model of pharmaceutical promotions—offering a challenge for not only brand communications but also, critically, the agency that drives them. Thirty to thirty-five years ago, in what some called the heyday of big pharma communications, the model was clear: sell to the doctor, […]

Posted in advertising, Direct-to-Consumer, Global Marketing, Healthcare Communications, Marketing, Multi Channel Marketing, Planning, Strategy | Tagged , , , , , , , | Comments closed
Jan14

Offices Aren’t Just For Working

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OCHWW colleagues—I think you all would agree that we face a lot of challenges at work: client requests and tight timelines, internal office debates, and the food in the cafeteria. Well, it’s not exactly Dean and DeLuca. Plus, as wonderful as it would be to leave work (physically and mentally) every day at 5:00, that […]

Posted in advertising, agency life, Creativity, Culture, Great Ideas, Personal Reflections | Tagged , , , , , , , | Comments closed
Jan10

Flexing Our Creative Muscles

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It takes lots of hard work and dedication to achieve your goals for a healthier lifestyle. It focuses on nutrition, physical activity and resiliency, and is individualized to your specific needs. Running the Ogilvy CommonHealth Imaging department is comparable to this in many ways, as I apply the same approach in servicing all Art and […]

Posted in agency life, Art, behavior change, Creativity, Culture, Design, Digital, Health & Wellness | Tagged , , , , , , , | Comments closed
Jan7

The Great Migration

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Physicians: Owners to Employees In the animal kingdom migration is natural and instinctual, a relatively long-distance movement of individuals as a group, as defined in the dictionary. It is found in all major animal species. The trigger for the migration may be climate, availability of food, the season of the year, or a major habitat change or […]

Posted in Access, Fair Balance, Healthcare Communications, Managed Care, Physician Communications, Reimbursement | Tagged , , , , , , , | Comments closed