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 … Read more
marketing
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 … Read more
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, … Read more
Selling Innovation (Change) to Big Companies
In the Northeastern part of the US autumn is a special time of the year. Despite a few weeks’ delay likely due to climate change, … Read more
What ‘Close to the Customer’ Means Today
The picture above was taken just after the weekday rush hour in the Frankfurt Am Main train station. The people, symmetry, shapes and colors in … Read more
Solving the Perpetual Pilot Problem
While working at several leading biopharmaceutical and medical device companies over the past twenty years, I participated in hundreds of ‘innovation’ pitches from internal colleagues … Read more
Investor Relations Needs a Creative Director
Investor Relations (IR) is a vital function within any company, large or small. Its primary responsibilities are to give current and potential investors and industry … Read more
Is Differentiation a Lost Art?
Pharma marketing can be a sea of sameness in which clever key messages, celebrity spokespeople and p-values do not compensate for poorly differentiated products. Do … Read more
How Much Content Is Too Much for Your Brand?
Content strategy came into fashion in marketing circles a decade ago, driven mainly by a need to ‘fill the pipes’ created by the multitude of … Read more
Is the Marketing Funnel Still Relevant?
A few marketing concepts have weathered the past few decades pretty well. However, it may be time to give the ‘marketing funnel’ a fresh look … Read more