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
Multiple Indications, One Unifying Brand Story
In the early small-molecule era of pharmaceuticals there was usually a one-to-one correlation between an FDA-approved medicine and the indication or use for the condition … 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
Selling Innovation (Change) inside Big Companies
I’ve lived most of my life in the Northeastern part of the US, and autumn is a special time of the year. Despite a few … Read more
Is Differentiation a Lost Art?
Pharmaceutical marketing is a sea of sameness in which clever key messages, celebrity spokespeople and p-values do not compensate for poorly differentiated products. Do marketers … Read more
Aftermath: BioPharma’s Brave New World
It has been difficult for many lately to focus on the next day, let alone the next week. However, if your work involves helping healthcare … Read more
How Much Content Is Too Much for Your Brand?
Content strategy came into fashion in Marketing circles nearly a decade ago, driven mainly by a need to ‘fill the pipes’ created by the multitude … Read more
3 Secrets of Product Management
The craft of product management continuously changes. I’ve invested over 25 years in new product development and product management roles at several multinational biopharmaceutical and … 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
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