Reduce jargon in communications

Is Jargon Sabotaging Your Communications?

Industry jargon can imbue communications with clarity and precision, particularly in scientific or technical fields such as medicine, for very specific audiences in very specific contexts such as journal publications or congresses. Complex and important

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Amsterdam Canal with Tour Boat on Fall Day

Selling the Value of New Technologies

The airline industry does a masterful job of selling travelers on the destination, not the actual bundle of services its companies provide in getting you there and back. Their evocative communications show sun-drenched beaches, iconic

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B2B marketing system

Why You Need a Marketing System

One of the strangest concepts to me when I started in pharma marketing many years ago is that of the POA, or Plan of Action, which many brand teams that focus on healthcare professionals (HCPs)

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