Dudnyk blog
Biotech brand managers: do you need an unbranded campaign?
3 questions can help determine whether your brand could benefit from an unbranded campaign.
After a recent perusal of physician journals, I was surprised to see the overwhelming number of unbranded campaigns (sometimes called disease awareness campaigns) out there. They are literally blanketing the books. It seems as though everyone is “going unbranded” these days.
The question is: should you be?
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How sound is your digital strategy?
You may have already invested significant resources in a multichannel presence, but to maximize those digital tactics, you need an integrated digital strategy. Do you have one? Follow these 3 steps to success.
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The name game: new rules for medical error avoidance
Here are 7 steps to consider when constructing brand names that will pass FDA scrutiny.
What’s in a name? For Shakespeare’s Juliet of the Capulet clan, “Montague,” the family name of her beloved Romeo, rendered him off-limits in the eyes of her handlers and ultimately led to the youngsters’ deaths. For patients filling prescriptions at the pharmacy, a wrong or confusing name can also have life or death implications.
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The brand barbershop: satirical advice for male marketing managers
(Yeah, this is gonna be some guy talk at the brand barbershop, but women, stay tuned. Our brand stylist Becky Bodenner will be with you shortly…)
The correlation between good hair and biotech brand manager success
I can name, off the top of my head, the 3 biopharma marketers with the best hairstyle: John, Pat, and Bill. (And Bill is all but bald, so all you hair haters out there can just stop now.) All three have successful brands. Is this coincidence? Let’s examine each.
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5 tips for thinking outside the biopharma brand box
Strategies to help you balance creativity and science―and avoid the dreaded FDA letter.
FDA and medical/legal teams can present you with many obstacles when you are developing a bold biotech brand. The challenge is to be creative and to push limits while staying within the strict confines of biopharma brand promotion.
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Six tips for adding vigor to your writing
Following some basic principles of composition will help you express your thoughts with clarity and conciseness.
Companionable is the first word that comes to mind when I think of The Elements of Style, Strunk and White’s succinct handbook on writing. When polishing my work I turn to it as I would a reliable friend who speaks with brevity and wit and who never fails to give useful advice. Here are a few tips from the book to help you with your next sales memo.
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Social media: 5 key findings
Here’s some information about consumer attitudes toward online health information, and what it means for your marketing activities.
The Pew Research Center recently released results from The Social Life of Health Information, 2011, a study conducted by the center’s Internet & American Life Project, to analyze consumer use of various Internet channels.
Some key findings that biotech brand managers might be interested in include:
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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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