Branding and Messaging Articles

Most pharmaceutical marketing can benefit from broad, one-size-fits-all messages being delivered to giant patient populations. Treatments for breast cancer, heart disease, diabetes and most other conditions that affect hundreds of thousands (or millions) of patients each year often fit into a pretty typical commercialization “template”. For orphan drugs used to treat rare diseases, you can pretty much throw any existing paradigm out the window.

For some time now, I’ve been working with clients to define audiences, build personas and conduct journey mapping workshops. Through all these experiences I’ve come to realize there are clear factors separating the successful projects from the scrap heap of good intentions.

You’ve viewed many healthcare and pharmaceutical websites, and you may have noticed that they all look the same. Have you ever wondered why healthcare branding and overall website design is so bland? Today we’re going to explore my theories about why many healthcare websites look boring, serious, scientific, and redundant. I’m also going to discuss why it’s important to differentiate your company’s brand from the rest.

As leaders in healthcare website design, we know that healthcare marketers are forced to balance a lot of different strategic…

A lot of times when people are doing a new website, they skip over the strategy – out of fear…

Discoveries in science and biotechnology paired with inventiveness, ambition and persistence have gotten you to where you are now in…

News recently broke that Amazon and AARP are planning to collaborate on projects targeting the aging population. With 10,000 Baby Boomers…

Healthcare marketing isn’t easy. You provide a service, product or treatment to people who typically aren’t at their best. They…

As a digital marketer, you know that first impressions matter. People make snap judgments about your products and services based on their initial interaction with your brand. Make sure you’re “wowing” website visitors with a clear homepage experience.

Brand journalism is one of the top trends in marketing and PR. Technologies such as digital TV, mobile Internet and…

My brother heads up an advertising agency in New York. Yesterday he sent me the following message: “We just asked…