Xavier Creative House

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Ask the XCH experts for healthcare brand-related advice anytime.


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How to Improve Doctor-Patient Communications

Dear House Rules,

Our company markets an oncology product. Most of the patient research we’ve done so far has shown that doctor-patient communication is a huge issue for consumers. How can we “coach” clinicians on how to have difficult conversations without alienating them? Of course, we’d like to improve our market share at the same time.

Signed,

Talk is priceless

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Remote Working: The Surprising Benefits

Dear House Rules,

Should my agency try a virtual model? I’ve always assumed it would decrease productivity, but I see more and more agencies trying it out. What’s your opinion?

Signed,

The no-office office?

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Media Kits: The At-a-Glance Company Story You Control

Dear House Rules,

What’s a media kit and why do I need one? We already have a website, after all.

Signed,

Not a public relations firm

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Medical Animation: Bringing Complex Concepts to Life

Dear House Rules,

Why should I have a medical animation ready for investor meetings?

Signed,

Isn’t a Regular Presentation Enough?

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Pharmaceutical Trends — What’s Now, What’s Next

Dear House Rules,

I like to stay one step ahead of my competitors. What are the trends I should be watching for in the pharma market, and how can my company benefit from them?

Signed,

Trendwatcher

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Is Medical Writing All That Different From Regular Writing?

Dear House Rules,

My agency is pitching to a hospital client shortly, and a colleague advised us to hire a medical writer. We already have a full-time general writer – what’s the difference? What’s the advantage, if any, of having a medical writer on our team?

Signed,

Why Two Writers?

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Marketing to Millennials

Dear House Rules,

My new marketing manager is 26, and convinced that we’re leaving money on the table by not marketing to millennials. Our company’s always reached out to the Baby Boom generation—after all, they’re the biggest healthcare consumers, right? Should I change our strategy to include a younger audience? And if so, how?

Signed,

Fortysomething

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Quinoa? Paleo? What Do I Need to Know About Food Trends?

Dear House Rules,

It seems like there’s a new superfood or miracle diet every other week, whether it’s ancient grains or “eat like a caveman.” Our company markets a diabetes medication, and nutrition recommendations are a big part of our patient communications. How do we responsibly address these trends?

Signed,

What Ever Happened to a Balanced Diet?

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How to Market to Generation Z

Dear House Rules,

As our company looks toward the future, we are looking for ways to market to younger consumers. What is the best strategy for marketing to Generation Z and how do they differ from other demographics?

Signed,

Is Gen Z For Me?

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What Activity Trackers Can Teach Pharma Marketers

Dear House Rules,

I got one of those activity trackers over the holidays, and it started me wondering—do they really work? My company manufactures a statin and a diabetes drug. Should we include information about activity trackers in our unbranded communications?

Signed,

Step-By-Step Fitness

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Has Twitter Gotten Too Hot to Handle?

Dear House Rules,

Our company wants to stay current and use the latest marketing strategies, and we love the idea of connecting to customers in a more authentic way—but frankly, Twitter scares us. All the negative media we’ve seen lately has us wondering how we can use this tool effectively without falling into any traps. Advice?

Signed,

Timid about Twitter

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Specialty Pharmacies: Much More Than Filling Complex Prescriptions

Dear House Rules,

We’re always looking for new communication opportunities, and lately, we’ve been hearing a lot about specialty pharmacies. Why is this segment so important?

Signed,

What’s so special about specialty pharmacies?

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