Branding is the art and discipline of taking values that customers esteem and transferring them to a product, service or company so customers see a flattering reflection of themselves in the brand. A brand of car that owns the idea of safety will attract safe drivers, which in turn will reinforce the vehicle brand’s identity, and so on.
One key issue for healthcare brands that many of us know about and have seen firsthand is keeping marketing and sales teams in complete alignment as the brand message is developed and then rolled out in the field. In the race to get positive marketplace momentum going there can be a disconnect that develops in what we call the “passing of the baton” from marketing to sales. It’s when, even after all the work, time, creativity, analysis, and testing that goes into brand development, somehow a gap arises, or the timing is off as the proverbial brand “baton” is passed to the sales force.
Merck is spinning off products from the company’s Women’s Health, Legacy Brands and Biosimilars businesses.
Two Healthline Media properties were ranked amongst the top 10 of Search Metrics’ highly anticipated annual listing of the top 100 SEO winners of 2019.
Merkle’s webinar will show how to harness Artificial Intelligence (AI) to better understand data and enhance future consumer-brand interactions.
TBWA\WorldHealth Chief Strategy Officer Paul Pfleiderer, PhD, authored a white paper focused on the growing influence and importance of radio.
While pharma brands have made great strides in engaging with people on social media, Shuttlerock CEO Jonny Hendriksen has found that several myths have been perpetuated about translating existing video into shorter, mobile ads.
According to the National Organization for Rare Diseases 2019 Fact Sheet, more than 90 percent of the 7,000 known rare diseases do not have an FDA-approved treatment. It’s a privilege to bring brands to market for the patients, caregivers, families and physicians who so badly need them. In order to effectively launch into the rare disease space, there are elements to consider that take us well beyond standard launch prep. It’s these elements that will set one brand apart from another and contribute to a successful launch.
Outcome Health, a healthcare innovation company focused on making the point of care experience more meaningful for patients and physicians, announced a new content strategy across its nationwide platform.
Although biosimilars have not had the immediate uptake in the United States that they have had in Europe, health plans expect these products will become a staple of therapy for some diseases by 2020 – if the price is right.
