Now more than ever, you need a personal brand.More and more, our world is becoming automatic, transactional, and impersonal. In business, a human founder’s name on the door now yields to Acme, Initech, and Globex. Too many company brands look and sound like carbon copies of one another. It’s as […] keep reading
Personal Branding: when your company brand is you
When you engage with a company brand, you are essentially “buying” one or more of your own values embedded in the company’s products or services. For example, you may purchase FedEx’s shipping service, but what you are really “buying,” among other things, is the emotional benefit of trust that your […] keep reading
The Uberfication of drugs: what pharmacy delivery services say about us
Faster, cheaper, easier, kinder, better. Such are the claims of Capsule, a New York-based pharmacy delivery service (PDS), the customer reviews of which earn glowing praise. Capsule is one of many (and counting) PDS that is disrupting the Rx healthcare market in a big way. With the billion-dollar acquisition by […] keep reading
The cost of confusion: drug pricing in TV ads
Just when we thought we couldn’t further complicate the debate on healthcare policy in America any further, the government is preparing to amplify its voice to a level previously unattained. According to the New York Times, the White House is reviewing the text of a final rule to impose listing drug […] keep reading
America hurts: an opioid nation in pain
This week, the New York Times reported on the sordid background of how the Sackler family, owners of Purdue Pharma and the makers of OxyContin, exerted their ill will on the opportunity to profit off of an opioid crisis they helped bring about. First sell the addiction, and then sell […] keep reading
How corporate branding differs from product branding in healthcare
Would you tell your friends about a new house you bought the same way you would talk to them about your new refrigerator? A house is a comprehensive story waiting to be told, whereas a new refrigerator is a very specific topic—a subset of the contents your house contains. Despite […] keep reading
Presidential logos: what they do and don’t say
Well, the 2020 election prep is heating up, with Trump eying another run and over 50 Democrats announcing their candidacies—OK, maybe not that many, but it sure seems so. And each has developed a logo that helps create the identity they wish to project. Like a flag, a logo makes […] keep reading
The importance of corporate branding in healthcare
The role that corporate branding plays in the world of consumer goods is well known and accepted as a common practice. If a new electronic device is introduced into the market, and the company behind it is Apple, sales and esteem are virtually guaranteed. If a new animated film gets […] keep reading
Healthcare branding: the best and worst of 2018
It’s been an uneven year in healthcare branding. Some bad trends continue, while others have found a way to connect with patients and physicians. Without further ado, here are the best and worst healthcare branding efforts of 2018. Best Brand Story: ChantixChantix uses a tried and true methodology to present […] keep reading
Healthcare branding services: five essentials for success
If you ask a healthcare advertising agency if they do “branding,” you’ll of course get the answer “yes.” However, usually “yes” means an improvised strategy workshop, followed immediately by a design exploration. If you ask a consumer branding shop about branding, you will get an excellent, comprehensive scope of work…costing […] keep reading