In this #ChalkChat, Tiffany Ryan, VP, Account Services at Palio shares 4 tenets to cultivating strong agency/client relationships.
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Tiffany at TRyan@palio.com.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
In this episode of #ChalkChat, Leah Warner, Account Director at Palio, provides a 101 on orphan drugs and the challenges associated with successfully marketing these products.
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Leah at ljwarner@palio.com.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
In this week’s #ChalkChat, Rob Kempton, VP, Brand Strategy Director at Palio, discusses how fire drills can burn brands and how to successfully avoid these situations.
Fire Drills Can Burn Pharma Brands
The most valuable asset of a pharma company is its product “brand” – the intangible that exist in the minds of the customer. Great brands are trusted and evoke a positive emotional response.
It takes significant investment and discipline to build a great brand with a clear and consistent purpose, but too often as a marketing or brand manager it can feel like your getting sucked into the weeds, where everyone is focused on the hot topic of the day – or what I call “A FIRE DRILL”.
It could be a competitor press release; a regulatory body requesting you pull a campaign; internal personnel changes, or more commonly it is internal politics, where competing interests are challenging your resolve. It can derail your big picture focus, and before you know it, you’re chipping away at the brand equity (or the trust) that you’ve worked hard to earn in the eyes of your customer. So how do you know if these fire drills are having an effect on your decisions?
“Playback”
Playback is essentially a quick brand audit – an internal exercise you can do right now. Gather together all the product data, services and communications that make up the total brand experience, and lay them out on a table. Make sure you’re bringing in historical branded engagements because your customer has probably interacted with your brand from Day 1.
Now, with a bird’s eye view, what can you see? Is the brand promise clear? Is it consistent? Is there confusion? Is there complexity where there doesn’t need to be?
Next, sketch out the journey your customer takes (before treatment, at the point of treatment and while they are on treatment). Now layer all the brand engagements your product has created on-top of that customer journey.
Is your brand engaging with your customer at a point of relevance to them – or to you? Are we using the appropriate media? Have we understood the context of need at each point along the journey? Hopefully this exercise can go some way to showcasing where your brand may or may not be meeting all of its obligations to the customer.
The kids keep demanding more and more…
How many times have you been in market research and a few of you in the back room jump on a comment that a grumpy customer makes? Before you know there is talk of a new campaign!
How many times have you presented to the sales team, and been told that the campaign is getting old, and we need something new to talk about?
Don’t get me wrong. I’m not suggesting we should be blind to feedback. Brands should be dynamic. As a brand steward, you should be opportunistic about offering new ways of telling the story, but it when it comes to changing fundamentals – brand stewards must stick to clear brand management principles:
Have a clear brand strategy process (or annual brand planning)
Have effective internal structures
Have a monitoring process in place
Regarding point 3, when it comes to monitoring, pharma companies typically measure brand success based on financial goals. But the best companies (Gilead and Pfizer being two such example), set up controls to understand and track their brands equity – the emotional relevance to their target customer – and have a clear sense of what services and communications matter. (note – digital media has also opened up new opportunities in regards to how we can measure relevance, with real time analytics)
Summary
In conclusion brand stewardship is hard. You’ve got to set direction; be opportunistic, but at the same time maintain strategic integrity in the face of competing interests.
If “FIRE DRILLS” are overwhelming, empower your communications agency to help. The best agencies can be an effective strategic partner, setting up process, providing brand strategy leadership, identifying insight, and implementing measures that can help direct decision-making and build consistent customer communications and services.
Thanks for following…
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Rob Kempton @robonthemoon.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
In this episode of #ChalkChat, Jeremy Lichtenberger, VP, Brand Strategy Director at Palio, shares 3 key insights to a successful brainstorming meeting.
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Jeremy at jlichtenberger@palio.com.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
In this week’s #ChalkChat, Maureen Wendell, Senior Vice President, Account Services at Palio, defines key terminology used around business planning.
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Maureen at maureen.wendell@palio.com.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
In this week’s #ChalkChat, Krystina Smith, research analyst at Palio, shares 4 key insights to conducting social listening research for pharmaceutical and healthcare products.
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Krystina at Krystina.Smith@palio.com.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
In this episode of #ChalkChat, Jeremy Lichtenberger, VP Brand Strategy Director shares a simple and effective tool you can use to help determine if positioning ideas for your clients brands will be impactful.
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Jeremy at jlichtenberger@palio.com.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
In this episode of #ChalkChat, Tiffany Ryan, VP of Account Services at Palio, shares 5 key insights to developing an effective tactical plan.
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Tiffany tryan@palio.com.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
In this weeks #ChalkChat, Maureen Wendell, Palio’s SVP, Account Services, shares 5 key insights to developing clear behavioral communications objectives.
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Maureen maureen.wendell@palio.com.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
In this weeks #ChalkChat, Senior Brand Strategist Mike Smith shares 6 key factors to designing an effective lead nurturing program.
#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Mike @mikesmith55.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
