We Want Change! But Not that Much….
Sometimes, even great organizations find themselves in situations in which everyone knows that change is needed, but nothing happens until a crisis. There are telltale … Read more
strategy
Back to the Office in 2022? Let’s See How that Goes
It’s early December 2021 as I write this. Since well before the pandemic started, and throughout, our companies have worked with clients across the U.S., … Read more
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
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
Improve Your Problem-Solving with this Simple System
Sometimes when we’re faced with problems at work it can feel like we’re lost in the woods and unsure of where to start. In this … 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
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
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
Why You Need a Marketing System
One of the strangest concepts to me when I started in biopharma marketing is that of the POA, or Plan of Action, which many brand … Read more