Will Conventional Wisdom Prevent the Success of Your Brand?

Will Conventional Wisdom Prevent the Success of Your Brand?

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.

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Situational Awareness to Protect Brand Performance

Situational Awareness to Protect Brand Performance

Frequently, prospective new clients send us RFPs with requests for Brand Assessments, Brand Equity Studies, Brand Platform Development, Attitude & Usage Studies, Segmentation, Message Testing, Ad Concept Testing and a variety of other strategic initiatives. Because we may have no established relationship with these companies, their RFPs often use terminology that avoids or minimizes association with Brand Positioning…

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"Wait, what?": Achieving Clarity in Strategic Market Research

"Wait, what?": Achieving Clarity in Strategic Market Research

Ever sat in a market research read-out and thought to yourself “what is all this telling me?”; “how does this inform my brand’s strategy?”; or “how many slides are in this deck?” 

Well, it’s a surprisingly common experience for marketers. Our personal experience having sat through hundreds of meetings like this has given us keen insight into how “traditional” research results are delivered and how brand teams consume and interpret them.

This is not an indictment of market research or market research firms.  Rather, it is an observation that there are a number of under-appreciated dynamics at play in a brand strategy-focused market research initiative…

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News Flash! The Best Drug Doesn’t Always Win.

News Flash! The Best Drug Doesn’t Always Win.

At a recent NJBio event, I had the opportunity to listen to a terrific panel discussion during which an industry CEO made the comment that “efficacy trumps all” when speaking to what makes healthcare products successful. This elicited a spirited debate among the panelists with some agreeing and others taking the position that both efficacy and safety are “table stakes” and that other factors play an equally important role.

It is perhaps not surprising that a brilliant scientist turned successful pharmaceutical executive should be so focused on chemistry, mechanism of action and efficacy as the primary points of differentiation. 

However, it is only in rare cases that these factors alone correlate to true market success. 

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