Keeping your brand memorable and fresh takes thought, creativity and hard work. Here are are 5 guidelines that can help.
You brand can still have a big impact—even if you don't have a big budget or a large sales force. Here are a few tips for getting the most from your promotional dollars
Growing use of tablet and mobile devices that lack support for Adobe Flash is driving the next shift in online advertising creative.
Learning to trust your instincts when you come upon a good idea may allow you to establish industry metrics instead of waiting to be guided by them.
Sheryl Sandberg's "Lean In" can be read by women as a call to action, convincing them they are capable, competent—and needed as corporate leaders.
How the story told in the recent hit film can help put the job of healthcare marketers in a new light.
These days, an effective email strategy goes far beyond composing and sending. Here are few tips to make sure your email message gets across no matter what kind of device is used to read it.
Social listening can be a great source of information—if you know the right way to listen. Here are 5 free tools to help you get a handle on how your brand is coming across via social media.
Don Draper and his associates may have played by a different set of rules than those faced by today's advertising industry, but some things have stayed the same—and will remain forever unchanged
Convincing and persuading are both powerful tools that get your message across to your audience. Here's why you should use them both.
Surrendering to the Tango—or just to the world around you—can open up the pathway to great ideas.
If you're promoting an orphan drug, here are some reasons why patients and caregivers should be a central part of the strategy for your brand.
In a world with so many things competing for our attention, it can be hard to keep a single-minded focus on the task at hand. Here are some tips to help you weed out the clutter and stay on track.
Should your agency be a part of the review process? Here are some reasons why your answer to that question should be "yes."
Why setting aside the time to review projects in their early stages can save time and money later on—as well as ensure that the creative you've envisioned is the creative you'll get
Sure, User Experience (UX) is important. But don't let it get in the way of building memorable brand images.
Following these guiding principles can help brand managers make sound, real-world decisions about promotional budgets, and can clear the path toward getting the desired outcomes
True brand engagement may well be the single most important element of a brand's success. Here's how to make sure your brand makes that engagement in the right way—and with the right people.
Whether you're getting ready to launch your first product or refresh your existing campaign, knowing a few things about purchasing creative imagery will go far in protecting the identity of your brand.
Following some basic principles of composition will allow you to express your thoughts clearly and concisely. These tips, from Strunk and White's "The Elements of Style", should help you with your next sales memo.
Brand creation doesn't just apply to products. To make sure the face you show the public is communicating the right message, it pays to put some time into creating your own personal brand.
Not only can a style guide help to give your brand a distinctive look and cohesive style, it can also eliminate uncertainty and cut down on your stress levels when deadlines begin mounting up.
Not only can changing the way that you think and talk about time help you better prioritize your schedule, it can also make a big difference in your life.
Are you considering a competitive pitch for your brand? Looking for these three qualities will increase your likelihood of turning a first meeting into a successful long-term professional relationship.
Although there is no exact formula for making a favorable first impression online, we pinpoint a few universal items that brand managers should consider.
Selecting the right internal and external team members will give you the strategic partners to launch your brand successfully. But do you know what to ask your candidates? Here are a few questions to get you started.
Biotech managers live and breathe branding for their products, but many overlook the one project that could help protect their job and advance their career—nurturing their own personal brands.
Not every job created at a pharmaceutical company is destined for a live meeting. Here are some ideas for developing an effective style for paper or electronic copy review.
A quick, last-minute editorial check before pressing Send can save biotech brand managers from embarrassing errors, omissions and redundancies in their e-mails. Here's a useful checklist.
When you don't have access to a scientific director, you run the risk of having people from other disciplines interpreting the scientific world through their own eyes, not those of the doctor.
A successful brand identity boils down to several essential elements: color, typography and a powerful visual concept that all work together to communicate a brand strategy.
Are you preparing to launch or market a biotech brand in the near future? Be warned, it's gonna get a little bumpy. The good news is that the struggle can still be worth it. You are making a difference to patients' lives.
Everyone has to present their ideas from time to time, but many of us still get sweaty hands at the thought of standing in front of 20 people, let alone 150 critics at a launch meeting. Here are some tips to help remove the fear.
Using fillers like "um" and "like" makes us appear to lack the commanding intellect needed to convey meaningful thoughts. So, how do we refrain from using these phrases during a presentation?
How you can defuse the question "Why are you spending so much money on program X?" as well as leveraging it into something useful and positive for you and your brand.
Just because you know how to do everything doesn't mean you should. After all, being able to develop a website doesn't necessarily mean you'll be able to design a website.
Most of us strive for correctness when we speak or write. But in trying to sound too business-like, we can often make our wording labored—and even incorrect. Here's how to rectify some common errors.
Used correctly, qualitative research can lead to amazing learnings. Used incorrectly, it can lead to the wrong concept representing your brand for the wrong reason.
It took major cojones for Pepsi to fiddle with one of the most powerful logos in packaged goods, but the cola giant knew how crucial it was to get it right. Now it's time for pharma and biotech companies to look at their brand identities.
If you've ever been involved in naming a new compound, you'll know that it's way harder than naming a baby, with everyone from potential customers to the legal department and FDA weighing in.
By heeding recent research findings, biotech brand managers can explore more effective ways of interacting with, and influencing, physicians during a product launch.
FDA is piloting a 7-step product-naming process designed to reduce potentially dangerous errors from brand name confusion. Companies might want to use the proposed protocol now to streamline their efforts.
As the client, you are naturally eager for the presentation of a beautifully conceived piece created by your agency partner. But it is important for you to remember your role as an active co-producer. Try taking a leaf out of the Hollywood playbook.
A big advantage of iPad detailing is its ability to let sales reps easily customize presentations for each audience segment. Here's how reps can make the iPad's penchant for seamless sales transitioning work for them.
As you balance the demands of an upcoming launch, you need an outlet for your stress—something that enables you to express your emotional and creative energies. Knitting is a perfect solution.
Just a few simple words can effectively convey your brand promise and assist with brand recall. The following pointers will help you craft a strategically sound and effective tagline.
Over time, the color that you choose for your brand may become as important to physician and patient recognition as the brand name itself. Consider the symbolism and theories behind the hues.
The rep who coordinates activities that solve the problems an office faces—and assumes responsibility for deciding when and where to expend resources for the best ROI—will excel.
Let's say you are commercializing your first product. As momentous a task as this is, there's another huge undertaking to consider. You are also launching a brand. There is a major difference.
The pitch process can be tedious for both sides of the dating game. Follow these steps to ensure you give your agency candidates the best chance of success and start your marriage from a position of trust.
In working together, both agency and client should become familiar with each other's processes, culture, and communication preferences. Here are three questions brand managers might consider.
When launching a product, the best way to guarantee consistency of imagery and key messages is to develop a style guide and a brand manual—and make sure that all your strategic partners use them.
Every employee who touches a brand launch is moving at the speed of light, so any communication—written or oral—needs to be clear, concise and decisive. Why don't you just say what you mean?
Avoid comments like, "Wow, that's really cool!" by using this product manager's checklist for reviewing promotional materials.
Whether you are promoting a celebrity, a consumer campaign or a biotech product, developing a Brand Persona can help a brand come to life in the mind of the target audience.
A surprising treatment regimen is showing great promise and generating buzz in biotech and big pharma. It works for several debilitating diseases, costs next to nothing and has no adverse events. Marketing it could be a little tricky, however.
Three ways to use social media for self-expression and audience interaction to capitalize on a brand's attributes.
You present a great idea that you know will make a critical difference for your brand or your company. But before you can catch your breath, your idea is shot down and left for dead. It doesn't have to be this way
Have you thought about doing a disease awareness campaign focused on behavioral change, rather than promoting the benefits of your product? Answer these 3 questions to find out if unbranded is right for you.
Twitter is a fast way to connect to large numbers of people, but its power can be a double-edged sword. These tips can keep your Twitter buzz positive and make sure that your message gets across in the best way possible.
Adhering to the principles of PAFEO can help biotech brand managers communicate more clearly and efficiently. But what does PAFEO mean, exactly?
FDA and medical/legal teams can present many obstacles to developing a bold biotech brand. The challenge is to be creative and to push limits while staying within the strict confines of pharma promotion. So how do you do that?
What will you get from a strong messaging platform? Better yet, what will your customers get? Let's explore the ways you can become a brand architect.
Preparing for the launch of your first biotech brand is stressful. Here's how to tell the good stress from the bad, along with a few pointers about how you can avoid stress overload.
Speaking blunders can keep you from getting your points across clearly. By steering clear of these common pitfalls, you can avoid sabotaging your delivery and diluting your message.
Research findings in these 4 areas can help you explore more effective ways of interacting with and influencing physicians during your biotech launch.
There are a thousand and one commercial challenges, from raising capital to building an organization─often from scratch. Getting the foundational stuff right is often the difference between making it and not making it.
Business cliches. Can't close the loop with them, can't move the needle without them. Here's a light-hearted look at a few phrases to avoid, most of which you'll neither be the first nor the last to abuse. It may already be too late.
Competing alongside my 9-year-old son on the international problem-solving team, Odyssey of the Mind, demands timing, creativity, teamwork and quick thinking in equal abundance. Any of this sound familiar?
A successful creative brainstorming session depends on the free flow of ideas and the confidence of participants to throw anything out there. Heed the wise words of "Liz", and soon you too could be turning lemons into lemonade.
Just because Lady Gaga's "translucent egg" performance would have failed the originality test in the less forgiving world of biotech branding, there's no reason your brand shouldn't stay on the right track... Launch This Way!
Every brand, like every celebrity, gets 15 minutes of fame at launch time. When that moment comes, will your brand have what it takes to turn 15 minutes into a lifetime of success?
When developing a launch strategy, it is vital that you spend more time asking questions and listening to your target physicians' current beliefs, not just about Product X or Product Y, but about treatment of the disease in question.
A common mistake that group leaders can make is to put high-performing individuals together in a room and expect them to become a high-performing team. Renowned speaker/consultant, Doc Robyn, explains why it's vital that you provide them with an effective foundation.
Launches are stressful. There's a lot on the line and that means a lot of intense emotions will be on display. What's the best way to help your team stay calm and press on? Be a positive force of energy.
Change is inevitable when it comes to launching a biotech product. A good brand manager knows how to keep the team's energy high, even when the going gets unpredictable.
Establishing a strong position for your brand is arguably the most important step you can take to ensure a successful product launch and a memorable brand identity. So where do you start?
While Justin Bieber's talent and good looks got him noticed, it was social media that enabled him to take over the music world. And if you follow Bieber's lead, Twitter can become a powerful tool in your marketing arsenal.
Understanding the product benefits and attributes of your biotech brand is just one side of the equation. Next you have to translate them into a story that engages the audience and speaks in their voice.
If you want to avoid becoming a reviewer's lunch, prepare thoroughly for your medical/legal/regulatory meeting. Everyone will be happier and your promotional materials will be approved with a minimum of indigestion.
For women who want a successful career AND a flourishing family, the challenges are still great. Here are a few suggestions to help the brand-managing mother survive—and thrive.
How award-winning brand manager Jason Menzo relaunched his brand with the same promotional spend and sales force size as before—and posted an impressive 58% increase in sales in the first 6 months.
Following some basic principles of composition will help you express your thoughts with clarity and conciseness. In short, say what you've come to say, then exit—as gracefully as you can.
Launching a new product is an incredibly intense time. You work long hours, eat on the fly and don't get enough sleep. So how do you ensure you have a successful launch? Easy. Get some exercise.
It takes more than a good haircut to manage a winning product. That said, the evidence of a correlation between maintaining great hair and maintaining a successful brand is overwhelming. Could there be something in it?
Your marketing collateral has been vetted internally and your key pieces have been approved by OPDP. Now it's time for the whole world to see your hard work. So don't risk losing your message in translation
As healthcare marketers, we always connect our products to scientific data, clinical studies and P values. But the physician is more likely to be touched by a patient experience that delivers on these claims
Your promotional materials are supported by data from clinical trials. But piles of numbers can intimidate even the brightest and most intrepid brand manager. Here are some pointers for separating the wheat from the chaff
As a biotech brand marketer, you know you have to approach things a little differently than, say, big pharma would. You are vulnerable to the pitch of the "big idea." Here's how to spot a huckster.
Almost a quarter of the time people spend on the web is for social interaction. By using personalized social media tools, your company could experience a significant uptick in marketing effectiveness and market share.
Don't just sit and listen during a pitch: engage with the agency and challenge their strategic and creative approach. Because a pitch is as much about building chemistry as it is about getting it right strategically or creatively.
Your brand's approval date is a lot like a baby's due date: you can mark off the days on your calendar but the truth is, it's on its own timeline and there's not a whole lot you can do about it. Here's how to ready yourself.
Paying attention to how you "talk on paper" will help you sound affable and engaging in your writing, and adopting the right tone encourages cooperation and teamwork. These 5 valuable tips will help you get there.
When notepads and pens ruled marketing budgets, taglines were critical in positioning your product in the mind of the physician. This is no longer the case. Here's what you should do instead.
Any time you hear someone try to sell you a "big idea" that's outside your brand plan, be skeptical. Too often it means it's a big idea for that person, not your brand.
Applying the 5 basic fundamentals endorsed by legendary Duke and current USA men's basketball coach Mike Krzyzewski can help put brand teams over the top.
Social media exchanges are a lot like being on a blind date―you start out knowing very little about your audience, so you need to listen.
Acronyms can help overcome marketing challenges and establish a language that can be used by physicians and patients to talk about healthcare issues. So how do you go about creating a good one?
If you don't make a favorable first impression, you lose your shot at capturing your audience's attention. That's why it's vital to build a strong online presence that reflects who you are as a company.
With traditional media, writers were limited to telling a linear story from start to finish. But by thinking like a video game player, today's digital copywriter can create copy that improves reader engagement.