Frank X.'s blog
Social media does not dictate your brand’s identity
Jesse de Agustin writes on 3 ways to use social media for self-expression and to interact with an audience as ways to capitalize on a brand’s attributes
Fusing logical and creative energy is crucial for tackling all marketing challenges. This post has broad application, and will argue that a brand must “know” its own identity: namely, what it is, what it stands for, and perhaps, most challenging of all, what it doesn’t stand for.
Having this knowledge before you delve into social media is imperative. A well-developed philosophy is a prerequisite for a bold brand story, and social media is a prime venue not only to express this story, but to observe how others interpret it through conversation.
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Guest blogger uses A-I-D-A to tell compelling stories and influence people
George Bruno, marketing communications professional discusses how a 3-part strategy makes oral communications to your brand team more effective.
George has more than 15 years’ experience in healthcare business and referral development, public relations, writing, sales, fundraising, growth strategies, group training, and media training. George also is the originator and host of monthly events for the Metropolitan Philadelphia Entertainment Group, the place to be seen for those in the region’s film industry.
The key to effective speaking boils down to one thing: the ability to tell a compelling story. I was taught years ago that effective advertising could be reduced to the acronym A-I-D-A, which stands for:
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Dudnyk’s favorite posts for pharma marketing managers
Dudnyk employees share their picks for the best posts on our blog.
Sharing ideas is what we do here every day at Dudnyk. To showcase our collaborative branding expertise to even more decision makers in the industry, we decided last year to take some of those ideas to the cyber world, in the form of a blog. In the first year of our Dudnyk blog, 90 posts coached brand managers on everything from stress management and work/life balance for mothers to identifying the best data sources, providing advice for staffing your dream team, ramping up digital campaigns, thinking creatively, growing your brand with care, and giving unbranded materials a try. A couple handfuls of agency authors contributed ideas, as well as two industry experts (graphic designer/author David Airey and veteran pharma expert Nancy Bacher Long in guest posts.
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Communication crossroads: a guest post by Nancy Bacher Long
Nancy Bacher Long, Principal of Ducknot, LLC provides some insight into public relations experts as master storytellers.
Nancy has spent more than 25 years in the communications business working for Fortune 100 pharmaceutical companies, start-up biotechnology ventures and medical device companies. She established Dorland Global Public Relations, a business unit of Dorland Global, in 1992, and led the business for more than 16 years. Long left Dorland in 2009, and established Ducknot, LLC, a communications consultancy.
To achieve brand success in the evolving world of social media, companies need to rely on the timeless storytelling skills of experienced PR firms.
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Guest blog post by David Airey, noted graphic designer and author
In researching color theory for an upcoming post, I discovered the intelligent and strategic design work of David Airey. He recommends getting into the creative groove through mind-mapping.
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Why shouldn’t my campaign show a smiling patient?
Recently, a member of the extended client marketing team asked the question, “Where’s my happy patient visual?”
This is not a bad question to ask—or maybe it is, if you read your agency’s blog or have visited their website. The real answer is that if you want your brand to look like 83% of communications being created for the healthcare industry, then yes, by all means, use a visual with a smiling, happy patient on it.
The concept of product differentiation is not new.
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Hey doc, look at me!
The importance of stopping power is critical to the success of your biotech brand.
In today’s healthcare marketplace, healthcare professionals are numb to everyday patient imagery.
In a previous blog, I reported that Getty Images stated 83% of pharmaceutical clients currently use patient imagery in their advertising and communications. With this rampant lack of originality, stopping power is the secret ingredient to bring your biotech brand to the foreground.
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Stop quantifying qualitative research!
Qualitative research can only help you if used correctly.
All too often the substance of brand campaigns is being decided based on the numerical performance of concepts in qualitative research. This should be outlawed immediately!
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If you ain’t first, you’re last! How to act like the market leader.
For biotech brands entering the market as the 3rd or 4th entrant, here is some advice on how to best win the minds and hearts of your target audience.
While it’s great to be the first mover in a particular therapeutic area, one of my favorite rules from The 22 Immutable Laws of Marketing by Ries and Trout is:
Law #3: It is better to be first in the mind than to be first in the marketplace.
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Laser focus required to position biotech brands
Absolute focus in positioning is needed for your biotech brand to have a place in the mind of your target physician.
Being everything to everyone is the kiss of death in marketing―it means you stand for nothing. Currently, market research is used more and more to determine what healthcare professionals already think, instead of as a tool by marketers to provide fresh insight. Current research methodology is leading to a lack of focus.
Pull out your current core visual aid.
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