• MARKETING: HEALTH
    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.
  • MARKETING: HEALTH
    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.
  • MARKETING: HEALTH
    Does Pharma Have A Problem With 'Ask Your Doctor ...'?
    Nearly every pharmaceutical TV ad ends with, "Ask your doctor about [drug brand] by name."
  • MARKETING: HEALTH
    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.
  • MARKETING: HEALTH
    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?