Tag Archives: branding

Jun18

The Movement Toward “Pill Plus”

extramile

Historically, the relationship between manufacturers and payers has been transactional in nature. Payers needed to work with many manufacturers to meet financial objectives. With markets like hypertension and cholesterol at their prime and filled with branded agents, contracts benefiting both parties were the No. 1 priority. The majority of the discussions were branded, and there […]

Posted in Brand Awareness, Customer Relationship Marketing, Healthcare Communications, Learning, Patient Communications, Personal Reflections, Pharmaceutical | Also tagged , , , , | Comments closed
Jun18

How To Milk a Horse

milk

It’s not very often I find myself marveling at a brand’s attempt to “co-opt” an opportunity or marketing “tie-in” to generate awareness and grow their brand. But I’ve really got to give it to GSK and their brilliant tie-in to California Chrome and the Belmont Stakes. They did not horse around and brilliantly seized the […]

Posted in advertising, Brand Awareness, Branding, Marketing, Partnerships, Personal Reflections, Public Relations | Also tagged , , , | Comments closed
May29

A Patient is a Virtue

sales reps and docs

In the age of WebMD, Everyday Health, and Facebook, consumers are more informed and involved in their health than ever before.  And with social media infiltrating every aspect of their lives, they are now more vocal than ever.  Patients can – and in most cases are willing to – tell you what you want to […]

Posted in Branding, Creativity, CRM, Data, Efficacy, Great Ideas, Health & Wellness, Healthcare Communications, Learning, Marketing, Pharmaceutical, Strategy | Also tagged , , , | Comments closed
May8

What Do You Get When You Cross “Titanic” With “Dances With Wolves?”

The answer is you get James Cameron’s Avatar. Or Disney’s Pocahontas. So why do these stories recur, and why do they retain their potency and appeal? The reason is simple. And incredibly powerful. We keep buying the same stories because they reflect psychological truths hardwired into us all (as identified by Jung’s “collective unconscious”), and […]

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May1

The Most Powerful Word in a Strategist’s Vocabulary: NO!

In the simplest of terms, strategy is about choices. And with choice comes the difficult task of saying no.  The converse is much easier. Saying yes, as a consensus builder, helps makes the process easier. But the result is often tragically deficient in both focus and execution. So next time you’re faced with choices, you […]

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Mar13

Emotional Branding: There’s a Lizard in Your Brain!

We all have brains. Reptilian brains. And much of our activity is driven by the associated limbic system. It’s not high-functioning, it’s not tremendously analytical. It’s visceral. And it’s this “neuro-gut” response that drives much of our behavior. Our neo-cortex is a much later evolutionary development that is responsible for higher thought and reason. It’s the “thinking man’s” brain. […]

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