Marielle's blog
A play borrowed from Silver Linings book
As marketers, it is necessary to keep in mind that every drug, device, and program we promote can benefit people who need our help.
The marketing of drugs, medical devices, and other healthcare-related items can become technical. And though the technicalities are important, it can become easy to forget that the whole industry exists for one reason—to help people.
You’ve probably heard about or may have seen Silver Linings Playbook. The critically acclaimed film is packed with A-list stars and boasts multiple Academy Awards, including Jennifer Lawrence’s win for Best Actress.
But this film is more than a Hollywood blockbuster. The film aspires to educate the uneducated and convert ways of thinking—something that should hit close to home for the marketing industry.
Continue reading “A play borrowed from Silver Linings book” »
Do you have style?
Maintaining a style guide for your brand can give it a distinctive look, clear up uncertainty, and provide you with quick access to information when you need it most.
Your brand is unique and intricate, and it needs to be treated as such. Having an instruction manual right at your fingertips can help you make sure that your brand has a cohesive style and a distinctive look—and even help you keep sane when deadlines begin mounting up.
When you need to look something up quickly, you’ll find that a style guide is more useful than white-out. Hey, having one around might even reduce your need for the stuff.
Style guides come in all varieties. The simplest among them list color, font, and logo information; the more encompassing ones include information about clinical trials, word preference, and the inevitable exceptions to the rules.
So, what exactly can you gain from a style guide?
Continue reading “Do you have style?” »
Tailor your brand’s online presence to suit your needs
A 4-step strategy for success.
In our high-speed world of I-need-it-right-now attitudes, the internet is often our primary source of new information. If you don’t make a favorable first impression, you lose your shot at capturing your audience’s attention. That makes it more important than ever to build a strong online presence that reflects who you are as a company.
When it comes to web-based tactics, it is essential to evaluate your needs before you begin to carry out the work. Defining concrete objectives can help you make the smartest decisions about tactics, content, design, and functionality. There is a lot to choose from, and you don’t want to waste your time investing in lost causes.
Continue reading “Tailor your brand’s online presence to suit your needs” »
A brand New Year’s resolution
To keep your brand in condition, apply these 6 principles of a sound and sensible workout routine to help you achieve lasting results.
Now, a couple of months into the year and with spring just around the corner, are you keeping your “promise” to improve your workout routine? Are you hitting the gym 4 times a week, or does your treadmill need dusting? Has your weight rack become a coat rack? Did your personal trainer forget your name again? According to a 2009 studyabout 78% of New Year’s resolvers fail before the year is over.
A new year marks the dawn of new opportunities, just as a new launch or initiative does for a brand. To reach your New Year’s goals, you need commitment (a sense of purpose) and dedication. Treating your brand as you would a New Year’s resolution can help you obtain the results you desire.
Continue reading “A brand New Year’s resolution” »
Your biotech brand needs a good uniform…but that’s not all
When rebranding, take care not to slap a sparkling new label on a tiresome old product.
Changing the look of your brand can be exciting and invigorating–and can help change the way the market views your product. The problem is, rebranding doesn’t start and end with just a look.
Consider the University of Maryland Terrapins, a college football team that recently attracted national attention by switching to new uniforms, sporting matching helmets and cleats whose vivid colors were modeled on the state flag.
Continue reading “Your biotech brand needs a good uniform…but that’s not all” »