Biotech Brand Building: Messaging Matrix
Biotech Brand Building: Messaging Matrix Every pharmaceutical or biotech product is unique, and marketers must construct marketing communications based on… Continue Reading >
Biotech Brand Building: Audience Archetypes
Over the last two decades, pharmaceutical and biotech marketers have witnessed a rapid evolution in the size and complexity of… Continue Reading >
What is Your Brand’s Archetype? This Week: ‘Me Too’ Brands
In this blog series, we are examining competitive context archetypes for biotech and pharmaceutical brands: Archetype 1: First-in-Class Brands Archetype… Continue Reading >
What is Your Brand’s Archetype? This Week: Next Generation Brands
In this blog series, we are examining competitive context archetypes for biotech and pharmaceutical brands: Archetype 1: First-in-Class Brands Archetype… Continue Reading >
What is Your Brand’s Archetype? This Week: First in Class
Marketing 101 tells us that we should never brand in a vacuum. Instead, we should position brands to highlight strengths… Continue Reading >
3 Key Elements to Delivering ROI on Market Research
Sometimes it’s easy to just go along to get along. Much of the time, as market researchers, we are asked… Continue Reading >
Positioning Sprout’s Addyi: Female Viagra or Female Cialis?
For better or worse, the popular press has dubbed Sprout Pharmaceutical’s Addyi as the ‘Female Viagra’. OK, yes – in… Continue Reading >
Building Effective Brands: Key Launch Questions
Your Phase 2 results were promising, and you are expecting positive Phase 3 results in the upcoming months. The Wall… Continue Reading >
Pharma Brand Launch Part 3: Messaging That Supports Desired Use of the Product
This post is part of our ongoing series on the Commerical Strategy and Brand Launch of Small to Mid-Size Pharma.… Continue Reading >
Pharmaceutical Brand Launch: Market Insight is Critical
We all know what a successful pharmaceutical launch looks like: up and to the right. Quite simply, ‘success’ is most… Continue Reading >