Forma Life Science Marketing BlogWhat is compelling?March 10, 2010 at 10:27 AM by David ChapinAt Forma, we work with companies in the life sciences to Make the Complex Compelling. In this sector, there is lots of subject matter that is complex. The borders of knowledge have been pushed back quite far, so the questions being addressed are often very complex. And the audience is often technically sophisticated. They have lots of detailed questions that can require complex answers. read more... Tags: Audience Compelling Clarity
Email Post Comments (0) To lower health care costs, ban DTCMarch 1, 2010 at 12:10 PM by David ChapinThe old saying: “50% of my advertising works, I just don’t know which half” is actually overly optimistic. When it comes to drug advertising to consumers the real figure may be a lot closer to zero. read more... Tags: DTC Advertising
Email Post Comments (0) A telescope is better than a magnifying glass when diagnosing marketing illsFebruary 22, 2010 at 11:08 AM by David ChapinFor life science companies, diagnosing marketing ills can be problematic. This has many potential causes – maybe the company is run by scientists, who might believe that technological superiority is enough (it isn’t). Maybe the organization just doesn’t have much experience in diagnosis. Maybe the situation has changed recently, and what used to work is no longer effective. read more... Tags: Audience Competitors Marketing Clarity
Email Post Comments (0) When tighter regulatory scrutiny leads to better lifescience marketing, something is seriously wrongFebruary 11, 2010 at 9:34 AM by David ChapinWhen the FDA monitors marketing claims VERY closely (for example, when marketing a pill, potion or med device) the result can be some very effective marketing (e.g, Advair, Viagra, etc.). On the other hand, there are cases in which the FDA is concerned not with marketing claims but only with the work product (e.g., labs, CROs and service providers that have to submit data to their sponsors and the FDA). read more... Tags: DTC Audience CRO Commodity Positioning
Email Post Comments (0) What are the goals of marketing?February 1, 2010 at 11:44 AM by David ChapinWhat are the goals of marketing? Ask any marketer this question, and you’ll get dozens of answers: build brand awareness, increase referrals, drive web site traffic, motivate response, creating customer loyalty, etc. read more... Tags: Clarity Audience Customers Loyalty Positioning
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