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 […]
Me vs. We: Getting Employees On Board After Health Care System Mergers
Congratulations! You made it through the regulatory and legal approvals and signed on the dotted line. You went through the painstaking process of integrating the systems’ brands. Two provider systems […]
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 […]
Medical Device Messaging: 3 Audiences, 3 Approaches
The medical device health care sector has the thrill of bringing science and invention to life – and the challenge of doing so for a broad range of stakeholders. For […]
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 […]