The HIMSS Annual Conference just wrapped and, once again, there was no shortage of both established and emerging companies representing their “next big thing” at the show. But as we walked the […]
The Challenge Of Marketing A Pharmaceutical Drug In A Price-Sensitive Environment
“How much does it cost?” Often one of the first questions that come to mind for pharma customers (right behind, “Does it work?”), and a good indicator of the pharma […]
How to Deliver Brand Messaging that Resonates
Brands are only as good as the messages they send to their target markets. To be sure, there is a lot riding on the success of the message: money and […]
Communicating Along the Regulatory Runway
FDA approval is a big deal, but if it’s the only regulatory milestone you’re sharing with your audience, you’re missing key opportunities to build receptivity and awareness in preparation for […]
Don’t just have a dream. Have a plan.
“I ain’t Martin Luther King. I don’t need a dream. I have a plan.” ? – Spike Lee, actor and director Having a plan is critical to success, in business […]
How ROA expectations can impact pharma marketing strategies beyond your program’s specific ROI
ROA – or return on assets – is often a term reserved for business analysts or investors. However, it should be in every pharma marketer’s vocabulary too. Yes, ROA can […]
Brands to Watch in 2019
At Joe Smith (the brand consultancy of Padilla), we’re all about helping brands make meaning. So to kick off 2019, we’ve taken stock of brands that excel at making meaning […]
The Importance of a Pharma Corporate Narrative
If research and data form the brain of your company, the narrative is its heart. Your narrative helps to bring your broader purpose to life. It goes above brand, to […]
What This Year’s Top Films Can Teach Us About Brand Strategy (Part 2)
Last week we discussed two of this year’s top films – Eighth Grade and The Rider – and what they can teach us about creative problem-solving and brand strategy (if you haven’t […]
What This Year’s Top Films Can Teach Us About Brand Strategy (Part 1)
2018 was a decidedly great year for the film industry, marked by many milestones that suggest moviegoers are ready for diversity and a fresh perspective. Over President’s Day Weekend, Black Panther […]