Healthcare Branding Services
The Consolidation Blues During my 30-year tenure with large healthcare advertising agencies and their holding companies, I have been involved in several “consolidation” pitches fielded by clients with an eye toward greater cost effectiveness. I’ve been part of the winning team, as well as part of the losing team, and […] keep reading
Several years ago, I was invited to help analyze the disappointing performance of a brand called Xigris (drotrecogin alfa). It was the first of its kind to effectively resolve sepsis, a prevalent and often-fatal, acute systemic infection. The company, Eli Lilly, had received an accelerated approval to launch the brand […] keep reading
Think of people you know, and name their personality traits. Are they funny, smart and loyal? Caring, diligent and non-judgmental? Or could they be all these things and more, but at different times? The more sophisticated and complex the person, the more personality traits they evoke because they live and […] keep reading
The overwhelming majority of healthcare companies that create franchises—or branded portfolios of products and/or services—do so as an afterthought. That is, they launch a few product brands, run into conflicts about how to represent those products to customers, and then layer over the products with a portfolio approach that (more […] keep reading
Since the turn of the millennium, there have been thousands of books and articles assessing how the ways brands are built and marketed in the Internet age have changed. The most common thesis is that one should throw out all the old rules because digital marketing has completely changed the […] keep reading
A recent Op/Ed piece in The New York Times by John La Puma, an internist and author (http://www.nytimes.com/2014/02/04/opinion/dont-ask-your-doctor-about-low-t.html?ref=todayspaper) is entitled: Don’t ask your doctor about Low T. For those of you who don’t know, Low T is shorthand branding for testosterone levels ≤350 nanograms/deciliter of blood serum. Low testosterone is […] keep reading