June 2nd is National Cancer Survivors Day. A day where we recognize those who have fought the long and difficult battle for life. This is a day where we can recognize and appreciate the survivors who are still with us after fighting the demon we all know as cancer. Anyone who has first-hand experience knows that both cancer and its treatment can be both physically and emotionally draining for the patient—but also for those closest to them. However, when it comes to the “big C”, perspective is everything.Read More
As we mentioned in Part One of “Drug Prices Coming to DTC,” marketers who are proactively planning during brand development will have the advantage, but exactly what should you be keeping in mind when you set out to build a pharma brand in this new landscape.
Here are two elements to consider:Read More
Drug prices are coming to DTC, and marketers should start planning for the impact it will have on their brands. We work alongside pharma marketers every day, and we are well aware of the misconceptions out there around pricing. Drugs priced in the hundreds of thousands of dollars seem predatory to many, in the comment sections of some recent news articles, people are noting that the treatments ‘cost’ only a fraction of the list price to produce. We know that is of course not true, the second pill costs only a fraction, the first pill very often represents billions of dollars of research and development.Read More
Most pharmaceutical names suck. It’s unfortunate because these are products that for many people will change lives. In some cases, they cure or extend a life, or at the very least, make a life a little better. Most of the names for game changing products are born from a list of cold attributes, uninspired synonyms, and unpronounceable word parts.
A big challenge for developing a great Rx brand name is strict regulations that require the name to not sound or look like any other marketed product. With a plethora of products entering the market, that can mean names will continue to get longer and weirder.Read More
To be a successful pharmaceutical marketer today you have to toss out conventional wisdom, creative and other biasesin your approach to strategic brand positioning. These traditional approaches do not contribute to real commercial success in today’s highly dynamic and increasingly competitive marketplace.
David Ogilvy’s quote, “It isn’t creative unless it sells,” cries out for the corollary: “If the creative isn’t strategic, you won’t have many sales.” Creative must follow strategy; not drive it.Read More