Dudnyk blog
Technology is shaping a modern version of the old-fashioned doctor
Food for thought for biotech brand managers.
Is your family physician your Facebook friend? Mine is. And yes, I’ve sent requests for medical advice to her “Inbox.” She also texts me—sometimes on the weekends, and, her office has recently adopted a system that allows me online access to my test results and current medical records.
Seem unusual? In fact, it may surprise you to know how rapidly this trend is catching on. My family doc is just one of a growing number of physicians who are embracing technology as a means of communicating with their patients on a more frequent and personal level.
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Brand surfing
Apply 5 basics of surfing to managing your brand.
Having recently relocated to Southern California, I soon discovered a sport that hundreds and thousands participate in on a daily basis: surfing.
People in Southern California surf in the morning, during their lunch breaks, and immediately after work. They have it down to a science, equipping their cars with gear beforehand and following some basic rules that help make their surf time enjoyable.
So, while sitting and observing the surfers I got thinking about the need for marketers to keep things simple when preparing to brand a product. Here are 5 basic rules of surfing that marketers can put into practice.
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Make mine a sugar pill! Why the next blockbuster may be no drug at all
Biotech brand managers—how would you market placebo?
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 best of all, has no adverse events.
What is this new drug and how can you get in on the launch team? It’s that stalwart star of many a study arm, good old placebo.
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Hybrid designers and developers—good at everything, great at nothing
Just because you know how to do everything doesn’t mean you should.
Designing a website without knowledge of web development is like designing an airplane without a background in engineering. It won’t work.
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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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Masters Tournament skills–for putts and presentations
Use the rudiments of golf to make more effective presentations.
Watch your speed
Presentations should be delivered with conviction. They should come from the heart, and your pacing should be compelling and comprehensible. If you speak too quickly, your point may not come across in the way in which you intended.
This philosophy can be applied to your golf game, too. If you overanalyze or overcompensate on a putt, you may find yourself 10 feet short. By speaking too quickly, you may cause confusion; questions may arise prematurely, disrupting your flow and dragging out your presentation.
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Launch madness for biotech brand managers
Applying the 5 basic fundamentals endorsed by legendary Duke basketball coach Mike Krzyzewski can help put brand teams over the top.
It’s that time of year again—March Madness. Or, in the marketing game, Launch Madness! Does your brand team possess the essential qualities it takes for its members to work together and be successful when pressure builds and deadlines are getting down to the wire? Hall of Fame Duke basketball coach Mike Krzyzewski has advice for anyone looking to achieve a high level of performance—whether on the basketball court or in the business arena.
“There are five fundamental qualities that make every team great,” Coach K says. “[They are] communication, trust, collective responsibility, caring and pride. I like to think of each as a separate finger on the fist. Any one individually is important. But all of them together are unbeatable.”
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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.
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One site to rule them all
Get the most from your digital budget with design techniques that ensure your web presence accommodates diverse technology users.
Your web site will probably be the place where most folks will go to discover what your brand is all about. With each passing day, more and more members of your audience will visit your site not from a desktop computer, but via an ever-expanding array of devices and browsers. Leading the charge away from desktop computer browsing is the mobile web. The population of users surfing the web on smart phones is growing at an unprecedented rate, and, according to some sources, mobile browsing will outpace desktop web viewing by 2014.
Having more users access your content from more places sounds great, but are you ready?
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Giving your script the Hollywood treatment
Following the Hollywood method can help the biotech brand manager and creative team co-produce a blockbuster marketing piece.
As the client, you are naturally eager for the Big Reveal—the presentation of a beautifully concepted piece created by your agency partner. But it is important for you to remember your role as an active co-producer in creating this piece for its intended audience.
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