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
strategy
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
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