Dudnyk blog
It’s launch time: do you know what your position is?
Establishing a strong position for your brand is arguably the most important step you can take to ensure a successful product launch and a memorable brand identity. You don’t want to skip it.
Just think of some of the most successful brands in the world—iPod and Nike, for instance—and what they stand for.
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5 phrases a biotech brand manager should NEVER use in a presentation
Admit it; we’ve all done it before. We are in a presentation and just can’t find the words. So, to give our mind more time to come up with the right words, we resort to the most awful phrases ever created. These phrases are officially on the “NEVER, NEVER, NEVER” use list for a presentation:
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Knowing your audience and making the grade
Why we need to do our homework to get an A+ in biotech product launch.
When launching a biotech brand, it is critical to fully understand the needs, desires, and motivators of our target audience.
Understanding the product benefits and attributes is just one side of the equation. The next critical step is to take those benefits and translate them into a story that engages our audience and speaks in their voice.
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5 things biotech brand managers should know about their data
Experts often possess more data than judgment.
– Colin Powell
Your promotional materials are supported by data from clinical trials. Piles of numbers can intimidate even the brightest and most intrepid brand manager, so here are 5 ways to cut through the clutter and separate the wheat from the chaff.
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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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4 rules every biotech manager should know about presentation slides
PowerPoint® slides are seen as essential for communicating information during a presentation. The only problem with this vehicle is that they don’t come with directions on how much or what type of information to place on the slides to not visually assault the audience.
Follow these 4 simple rules to put yourself in the position for success while presenting during a meeting.
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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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Biotech managers: don’t get comfy during DDMAC review
Here are 6 things you can do to keep momentum going with your brand while waiting for regulatory feedback.
Think that the point at which you’ve shipped off files and reference binders for FDA review of your job is a mini-vacation in the home stretch of your brand’s launch?
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Style for your biotech brand
Consistency of launch imagery and key messages is guaranteed when strategic partners use a style guide and a brand manual.
One of the first actions taken by our editors when beginning work on a launch is to develop a style guide. Does the brand manager prefer “Web site” or “website”? Is it “Phase III” or “phase 3”? “Endpoint” or “end point”? You get the idea. The style guide is where we document these preferences.
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Chicken soup for the biotech brand manager’s soul
An upbeat message for every brand manager launching a biotech and biopharma brand.
Are you preparing to launch or market a biotech brand in the near future? I won’t lie to you. It’s gonna get a little bumpy.
Here are some of the obstacles you’ll face:
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