Xavier Creative House

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


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Can Patient Segments Identified for Print Tactics Be Used for Digital?

Dear House Rules,

Over the years, we’ve invested a lot of thought, time, and money developing specific patient segments, from the Engaged Believer to the Show-Me Skeptic, for our brand’s print communications. Can we use this information with our growing digital communications so our investment continues to pay marketing dividends?

Signed,

21st Century Segmentation?

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What’s New and What’s Next in 3D Printing

Dear House Rules,

I’m hearing so much about 3D printing technology at symposia, in conference rooms, on websites I read. Everyone seems to have a fervent opinion about it, from “Don’t touch it, it’s brand-new technology and they haven’t worked the bugs out” to “Jump on board or risk getting left behind.” What’s the real scoop?

Signed,

Is the future happening now?

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Write a Story Your Customers Can’t Put Down

Dear House Rules,

Sometimes I’ll read novels or stories that are so compelling I can’t stop until I get to the end. How can I get clients to engage with my marketing content with similar enthusiasm? Or is pharma content just too different for us to apply the same principles as those in fiction writing?

Signed,

Is Storytelling Universal?

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To Blog or Not To Blog?

Dear House Rules,

It seems like every website I look at has a blog—except those of most pharma companies. Social media can be a minefield for healthcare organizations. How do I venture into this territory the way we all hope our products work: safely and effectively?

Signed,

Social Media Novice

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What’s An Activated Patient, Anyway?

Dear House Rules,

I do my best to keep up with the most current terms in pharmaceutical marketing so that I can best position my brand, but recently, I heard a colleague use the term “activated patient.” I’ve heard of the “engaged” patient, but what does this one mean? Is it the same thing?

Signed,

Thought I’d heard it all

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Computers, Cars – and Prescriptions? What Non-Pharma Products Can Teach Pharma Brands.

Dear House Rules,

I keep up with the industry, and make sure our marketing messages are on-message and in keeping with pharmaceutical best practices. Sometimes, though, I can’t help wondering if our communications have gotten a bit stale. Where can I find some new ideas and inspiration?

Signed,

Stuck in a rut

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In Patient Communication, Emotion Rules

Dear House Rules,

My company markets a well-regarded brand in the cardiovascular space, and we’re about to launch a new series of communications aimed primarily at patients. What do we need to do differently with this audience, while still getting across the nuances of our complex product?

Signed,

It’s complicated

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Making the Most of 2016 Dollars

Dear House Rules,

I can’t believe end-of-year is just weeks away. I’m a brand manager in a large pharmaceutical company and (fortunately) I have a some money left in my 2016 marketing budget. I don’t want to spend for spending’s sake, of course—but at the same time, I know unused funds could put my future budget requests at risk. How can I make the most of my remaining budget before December 31?

Sincerely,

Counting the Days

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Star Power: The Pros and Cons of a Celebrity Spokesperson

Dear House Rules,

My company has recently been toying with the idea of hiring a celebrity spokesperson to bring high exposure to our brand. I know celebrities can bring a lot of outside attention, but is it worth the effort? Would we be better off investing those resources elsewhere?

Sincerely,

Am I ready for my close up?

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Watch Brand Trust Skyrocket When You Tell Customers Not to Use Your Product

Dear House Rules,

As marketers, we’ve been trained to send the message to potential customers that our product is the best option in every circumstance—but with pharma brands and devices, that’s not always the case. How can we be forthright without sending out customers running to the competition?

Signed,

Is honesty always the best policy?

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How Do I Make My “Me-Too” Brand Stand Out?

Dear House Rules,

The space in which our brand lives is a crowded one. The last major innovation in the science was decades ago, but the sheer number of patients makes the category attractive. We may not have a lot of “new news” in our therapeutic area, but we’d like to give our brand an edge anyway. What should we do?

Signed,

Want to stand out

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One Audience Actually Seeks Out Pharma Messaging

Dear House Rules,

It seems like every tactic we use to try to reach clinicians with our message is plagued by low engagement. How do we find a “way in” when there are so many barriers to direct-to-physician communication?

Signed,

Not feeling the love

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