Your messages constantly compete with a host of other information, bombarding your target group daily. As a result, the following rule applies: The more complicated your content, the more likely it is to end up in the slow lane of the information highway. Complex investigational compounds in particular, or emerging pipeline products with completely new mechanisms of action, need to be explained as simply as possible. And even tried and tested products have to assert themselves in these times of information overload. So, how do you move your key messages into the fast lane?
Over the last few years, more and more pharmaceutical and biotech companies have discovered digital deliverables and have started taking advantage of this wide range of digital media formats for purposes of marketing, training, and/or patient communication. From scientific illustrations to animations to interactive applications, there’s a variety of ways to present any visual story, whether it’s about a mechanism of action, study visualization, or patient journey. Read more
The storyboard is one of the most important work components for clients. Developed in close cooperation between medical and creative experts with years of experience, it contains the content of your story and shows how it will be displayed in the final film. As this document will serve as the basis for story development and approval, as well as production briefings, it is important to pay attention to teaching principles, as well as story flow and tension, in order to prevent unwanted plot holes. Read more
As the field of Healthcare marketing has grown, so has the number of tools designed for medical marketing. With options ranging from medical illustrations, to animated films, or even interactive content, it is easy to become overwhelmed by all of the different ideas and medical marketing tips. Read more
If you need to take in a lot of information within a short space of time, you cannot afford to delve into complicated tables or long scientific papers. Graphics such as pie charts or bar graphs might have the goal of making information clear at a single glance but they are often very data intensive. Figures and texts repeatedly get in the way of seeing the whole picture. Computer programs that generate these diagrams, such as Excel, are certainly adequate for private and basic scientific purposes but not for material meant to convince investors, patients, or doctors of the validity of your ideas.
Both interactive tablet applications and conventional films (incl. brand story, mechanism of action, mode of disease and study results) are very effective tools in their own right and both have their advantages and disadvantages.
There are several scenarios that lend themselves well to the use of interactive applications: Read more
Product managers in pharmaceutical marketing are often faced with the following problem: Despite having produced extensive materials, they still fail to get their key message across to the target audience. Cleverly chosen analogies can remedy the situation. Read more
Less than 5 years ago, Apple brought interactive applications from unwieldy computer screens on to the portable iPad, triggering a hype and opening up revolutionary new avenues in pharma communication.
This caused a lot of initial excitement and questions such as “What, you aren’t using iPads yet?” were being asked, but in some companies a certain disillusionment soon set in: “You know, we don’t really need iPads just to view PDFs.” Meanwhile, the trend is moving towards developing more benefit-oriented measures and weighing up the necessary effort against the desired effect. Read more
Every year brand and marketing managers ask themselves how they can best use their budget for the upcoming year, or how they can effectively invest any remaining funds. In both cases, it is important to determine in advance which goals can be met. Be clear with yourself—what is your biggest wish? What need do you want to fulfill for your target audience?