• What's Your Story? Emotional Engagement For Better Health Outcomes
    Your story is the narrative of belief you tell yourself, and others. We are constantly creating stories about ourselves. It's so much a part of our lives that pharmaceutical companies tend to use them as their mission statements.
  • Look At The Output, Look For The Outcome
    This spring, the jury for the North American Health Effie Awards judged awards that made us laugh, evoked some tears, and a few that made us scratch our heads. Sitting among some of the best minds in health communications from across the industry, the conversation in the judging room was both educational and inspiring.
  • Selling Lifestyles Instead Of Products Through Content Marketing
    Every good marketer knows that the most successful brands don't sell products; they sell identities and values. For health and wellness products, those revolve closely around lifestyle. This is why Pfizer doesn't market Advil as the best way way to inhibit COX enzymes and block the production of prostaglandins. It knows that very few people know - or care - how ibuprofen works. Pfizer isn't even really selling pain relief; it's selling the lifestyle you can enjoy when you are free from pain.
  • Does Pharma Have A Problem With 'Ask Your Doctor ...'?
    Nearly every pharmaceutical TV ad ends with, "Ask your doctor about [drug brand] by name."
  • How To Not Miss The Data-point: Support Crucial Decisions With 3 Simple Steps
    Too often in healthcare marketing, analytical effort is wasted trying to generate insights that support nothing more than a great creative idea. Don't get me wrong, these insights can end up appearing useful, and can even result in a great-looking advertising campaign, but the true behavior-changing results never seem to appear as expected.
  • Building Trust At The Point Of Care: Is Your Targeted Marketing Too Targeted?
    From a marketer's perspective, this is quite the question. Is it ever possible to have marketing that is too targeted?
  • Marketers' Guide To The New Regulated World Of E-Cig Advertising
    They say regulation is always a step behind the money. Approximately 10 years after the commercialization of e-cigarettes, the U.S. Food and Drug Administration announced new regulations on the $3.5 billion industry.
  • Selling Lifestyles Instead Of Products Through Content Marketing
    Every good marketer knows that the most successful brands don't sell products; they sell identities and values. For health and wellness products, those revolve closely around lifestyle. This is why Pfizer doesn't market Advil as the best way way to inhibit COX enzymes and block the production of prostaglandins. It knows that very few people know - or care - how ibuprofen works. Pfizer isn't even really selling pain relief; it's selling the lifestyle you can enjoy when you are free from pain.
  • How Brands Can Effectively Engage With Health Advocacy Organizations
    Health advocacy organizations, often a trusted source of information and community for patients, families, and caregivers, can be important industry partners when the relationship is cultivated from a place of mutual respect. Each group has much to offer the other, including key insights that might otherwise never be uncovered; however, identifying how best to initiate or move a relationship forward can sometimes be a mystery and, occasionally, be plagued by missteps. While early engagement, transparency, and consistency are critical to success, the partnership may still be rocky if not mutually beneficial, with all stakeholders able to satisfactorily reach and/or support ...
  • Going For Gold?
    More agencies are running into the healthcare space. And who can blame them? There is revenue in "them thar hills" and no one is passing up the opportunity to dig up a little more. However, I am less certain that the creatives inside those agencies are all running towards health with the same excitement. And I get it. Health is tricky, and at first glance, not an obvious creative goldmine.
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