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
pharmaceutical
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
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
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