Adhering to the principles of PAFEO can help biotech brand managers communicate more clearly and efficiently.
It isn’t every day I get the opportunity to share good practical advice from one of my favorite teachers. But after rereading John Keenan’s Feel Free to Write, which was published in 1982 to help business professionals with the daunting task of achieving clarity in their writing, here’s my chance.
What is PAFEO?
Learn how to turn heads when it comes to your brand.
Bluesman Muddy Waters. Austin Powers of the eponymous movie trilogy. Rapper/singer Kid Cudi. What do they have in common? All 3 have explored the mystery of mojo in song and swagger.
Mojo, as defined by Merriam-Webster, is magical power. Mojo is that intangible something that makes people pay attention, to react favorably to what you say or do.
Biotech: The healthcare frontier.
These are the voyages of the new commercial enterprise.
Its mission: To explore exciting new market segments.
To seek out new physicians and change prescribing behavior.
To boldly go where no brand has gone before.
Differentiating your biotech brand’s creative imagery from that of the entire category at launch is critical to commercial success.
When preparing for launch, assemble a best-in-class team that can work collaboratively and think fast.
I am the coach of my 9-year-old son’s Odyssey of the Mind team, which is an international, educational, problem-solving program. Competing teams depend on their creativity to solve problems in a year-long program that in many ways reminds me of the year leading up to a biotech launch.
How to be true to your audience by keeping it new.
Have you heard Lady Gaga’s newest song, “Born This Way”? All I could think as she was carried onto the Grammy stage in a translucent egg was, “Hey! That’s a Madonna song!” It may be called “tribute” in the music industry, but in the world of biotech branding, it’s just a recycled idea.
Pass the stereotype!
Following a few simple rules of etiquette (and common sense) can help speed the copy review process.
As a biotech manager you have probably sat through your share of challenging copy review sessions. Here are 7 ways you can build enduring relationships across departments and help make the review process less arduous.
Niche markets are gaining traction. To be successful in this arena, consider these 4 challenges.
Lucrative blockbuster drugs are golden handcuffs in a sense, with their revenue-generating power tempered by the prospects of major financial instability from lawsuits and patent expiry. These days, more companies will begin to feel the sting of the billion-dollar drug club.
According to a recent news item from the University of Pennsylvania site Knowledge@Wharton “no fewer than 9 of the industry’s 10 biggest blockbusters will go off-patent and face low-cost generic competition within 5 years.”
Xerese, Zovirax, Orencia, Alkeran, Tarka. How do companies come up with the goofy, unpronounceable drug names that sound like B-movie bad guys?
If you’ve ever been involved in naming a new compound, you know that it’s way harder than naming a baby, with everyone from potential customers to the legal department and FDA weighing in.
No need to wait—The FDA has already provided guidance.
In Waiting for Godot, a play by Samuel Beckett, two characters wait endlessly and in vain for someone named Godot to arrive. Are you similarly waiting for the FDA to issue guidance on social media activities? It could be an endless wait!
A recent search of Warning Letters illustrates this point. In March 2009, the FDA issued a Warning Letter concerning a banner ad. The FDA has made a few comments regarding websites since then, but nothing else about banner ads, even though manufacturers continue to use them to promote their products.
For biotech companies preparing to launch their first commercial product, Jay-Z has Decoded the challenges of developing your first brand.
For any image or symbol or creative act to mean something, it has to touch something deeper, connect to something true.