If a challenger brand announces a new drug and no one notices, did it really launch? The pharma industry is crowded. Without a strategic plan, challenger brands risk drowning in […]
Here to stay: turning launch milestones into momentum
Making a big splash in the market during a product launch is good – but creating a lasting presence in the market is better. As a pharma brand, the worst […]
Prepping the market for launch
If you’re on time, you’re late. An important rule to live by, especially for challenger pharma and medical device brands. Their success lies within the market’s understanding of their product […]
The Power of Repetition and Consistency
Repetition is the mother of all learning. This phrase is so old, it’s actually a Latin proverb: Repetitio est mater studiorum. And it’s stuck around for good reason. Consistent presentation […]
In a Fractured Landscape, Will Digital Marketing Save Health IT Brands?
If you’re selling B2B technology into health care, you already know that the buyer landscape has changed significantly. In the past, you might have targeted CIOs of hospitals, clinics and […]
We’re Acquiring! Now What? Brand Integration for Health Care Systems
Ahh, the adrenaline rush that accompanies an acquisition decision is hard to beat. We’ll be bigger, better and stronger together. Our patients will have access to more services, closer to […]
Signs Your Creative Health Care Campaigns Will Resonate With Your Consumer
“We need to get creative.” If you’re a health care communicator, you’ve probably heard (or said) this phrase a number of times. When tasked with sharing clinical findings, medical recommendations […]
Using Data to Influence Decision Makers
Established brands have the luxury of using data as a backup proof point. Challenger brands must lead with it. Why? Lack of credibility is a huge obstacle for challenger pharma […]
3 Tips for Keeping Up in an Ever-changing Industry
Today’s health care landscape isn’t the same landscape of yesterday, and it will be different tomorrow, too. Reasons being? Digital technologies, politics, R&D, consumer demands and expectations – and so […]
Defining Provider Value Based On Audience
In an era when every word seems to be parsed and examined in the “what does this mean to me?” microscope, a word like value is one which is interpreted […]