Tag Archives: brands

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
Feb21

Choosing Your Road—Transitioning From Bench Science to Specialty Healthcare Communications

road

    Two roads diverged in a wood, and I, I took the one less traveled by…  – Robert Frost A common question floating around the brains of many researchers is, “Where do I see myself in the future?” It was one that I faced many times throughout my scientific training. The well-travelled path of […]

Posted in advertising, Healthcare Communications, Marketing, Research, Science | Also tagged , , , , , | Comments closed
Feb13

You Might Not Realize It, But You Can Be Working For The MI6

MI6

What interested me most about James Bond’s career, and, most importantly, that of his support staff, is the development and implementation of a unique and highly versatile arsenal of innovative technology. Starting with Bond’s pager in From Russia With Love, followed by that pen-sized-underwater-oxygen-recycling-breather-thing in Thunderball, or the way-ahead-of-its-time GPS tracker in Goldfinger—all these are […]

Posted in adherence, advertising, behavior change, Branding, Clients, Healthcare Communications, Marketing, Technology | Also tagged , , , , , | Comments closed
Sep19

Changing Behavior: Driving Brands Through Customer-Centricity

Sean Hartigan Thumbnail

Let’s start with a provocative thought: Brand success really isn’t about the actual brands we serve. It never really has been. Heresy, some will say! But the truth is, brand success is really about the people whose behavior we’re trying to change on behalf of the brand: healthcare providers, patients, caregivers, et al. It’s about […]

Posted in behavior change, Branding, Customer Relationship Marketing, Healthcare Communications, Marketing | Also tagged , , | Comments closed
Sep10

Zombies and the Cultural Tension Surrounding Healthcare

Shelagh Brooke thumbnail

As the healthcare experts of Ogilvy, we understand that people are motivated to change behavior in response to a tension in their lives—that gap between where they are now and where they want to be.  Often, recognition of this tension is in response to an event—a diagnosis, a heart attack, a bad test result, hitting […]

Posted in behavior change, Branding, Culture, Healthcare Communications, Marketing | Also tagged , , | Comments closed
Apr18

Sharpening Up the Industry’s Smartest Teams

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Ogilvy CommonHealth Worldwide (OCHWW) purchases a unique and expansive range of syndicated research, currently providing access to over 30 different sources. In January, the management, oversight and strategic deployment of these properties were aggregated within the Global Business Intelligence and Integration (GBII) Skill Center led by industry veteran David Chapman. The GBII Skill Center is […]

Posted in Branding, Data, Healthcare Communications, Planning, Research, Strategy | Also tagged , , , , , , | Comments closed
Apr4

Positioning: Impossible!

Circle in Square

For most of us, working in pharmaceutical marketing is a joy. We are challenged to use our brains daily and we find the marriage of science and creativity a fulfilling career path. But there are at least two aspects of mainstream advertising where I become jealous of our consumer packaged goods brethren: 1) when they […]

Posted in advertising, Branding, Clients, Healthcare Communications, Marketing, Planning, positioning | 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 […]

Posted in Branding, Creativity, Marketing | Also tagged , , , , , , , , , , | Comments closed
Apr17

Can a Brand Be Part of a Consumer’s Overall Plan for Wellness?

Many brands today are discovering the benefits of marketing on a health and wellness platform where appropriate. General Mills’ entire line of cereals touts “whole grain.”  Tropicana orange juice has product SKUs for “healthy hearts” along with vitamin D, calcium, antioxidants and healthy kids. Even Jeep is encouraging its potential buyers to find the freedom […]

Posted in Branding, Health & Wellness, Marketing | Also tagged , , , , , , , , , , , , , | Comments closed
Apr12

Specialty Pull-Through (It’s Not The Pull-Through We Grew Up With!)

As pharma companies continue to fight a more generic market and strive to maximize their access, the one term you hear time and time again in brand marketing circles is “pull-through.” For the past 15 years, pharma has viewed pull-through as the art of maximizing preferred tier status at a health plan—usually the result of […]

Posted in Access, Branding, Managed Care, Marketing, Reimbursement, Strategy | Also tagged , , , , , , , , , , , , , , , , , , , | Comments closed