Xavier Creative House

BUILD ON YOUR SUCCESS

Have a question about building a great healthcare brand? A brand problem you're trying to solve? The XCH experts are happy to share healthcare marketing and promotion insight and advice anytime.


It Only Takes One: Building a Network of Influencers for Your Brand

Dear House Rules,

Dear House Rules:
We’re a relatively young marketing firm in the pharmaceutical space. As such, we don’t have a vast network of past clients to rely on, and we haven’t yet produced a huge amount of work worthy of our online portfolio. Everything I read tells me we just need a single good push to be off and running – but how do we find the person or company to give it to us?

Signed,

Just need one chance… we’ll do the rest!

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Does this content seem familiar?

Dear House Rules,

I’ve invested time and money in designers and writers to create targeted content and branded images. Now, we have a library of blog posts that contain them. There are times when creating new content is challenging due to the volume of other work. Can I retool, repurpose, or even repost the content our company has already developed? Or once it’s posted does it go in the vault forever?

Signed,
Second-hand post or fresh new take?

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Motivation: The Secret Ingredient That Turns Good into Great

Dear House Rules,

My agency is not large, and we can’t afford to pay huge salaries or offer amazingly generous benefits packages. However, I want to foster a spirit of camaraderie among my employees, a sense of “wanting to be here” that’s more intangible than tangible. Any ideas?

Signed,
How do I get from “ho-hum” to “rah rah!”?

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Remote Workforces Thrive with the Right Support

Dear House Rules,

Dear House Rules:
Our staff keeps growing, but the size of our office does not. Rather than incur the large cost increases associated with a move to a larger space, we’re thinking of transitioning some of our employees to remote worker status. There are lots of issues we still need to iron out, but the most basic regards technology: how do we handle the fact that our remote workforce won’t have onsite IT support? 

Signed,
Need to give work-from-homers great IT support  

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The Advantages of Small-Agency Culture When Working on Large-Scale Projects and Campaigns

Dear House Rules,

We have a small full-time staff, augmented by a wide variety of freelance business partners with whom we have ongoing relationships. As a smaller shop, can we turn our size from a potential disadvantage to a definite benefit when working with larger, more established clients? 

Signed,
Do we need a bigger boat?  

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Medical Practices as Brands – The Importance of Public Relations for Doctors

Dear House Rules,

When I was in medical school, I thought if I studied hard, learned all I could about human anatomy and diseases, and developed expert diagnostic skills, that would lead automatically to success. It didn’t work out quite that way. I refuse to advertise, but I do hear a lot of my colleagues at medical conferences talk about using public relations (PR)/communications firms. Is this something I should consider?

Signed,
No billboards, please

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More Than Black and White: How Color’s Transforming the Medical Device Field

Dear House Rules,

I’m a pharma company executive, and every time I see a medical device, it looks clinical, capable – and boring. All that beige. Can color really affect how physicians and patients perceive devices? Is it possible that we might even be able to tie these perceptions into (or let them inform the choices for) a device’s branding colors? 

 

Signed, 

Technicolor medicine  

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Medical Explainer Videos Answer: “How Does That Thing Work Again?” (and Other Burning Questions)

Dear House Rules,

Our company manufactures a new device in the cardiac space. Clinicians understand how to use it, but patients seem extremely confused. How can we explain the device placement procedure and its future benefits in an easy-to-understand way??They say a picture is worth a thousand words – how about a lot of them? I’ve heard a lot about “explainer videos” – what are they? 

 Signed, 

 Want to show and tell  

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“And the Best Scriptwriting for a Marketing Video Award Goes To…”

Dear House Rules,

I keep hearing about video and how it’s increasingly used in marketing. I have several reliable copywriters on staff, but they’re promotional writers who develop brochures and website copy. Do we need to adjust our writing style for writing video marketing scripts?? 

 Signed, 

 Are All Words Created Equal?

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Social Media and Clinical Trials: A Dangerous Combination?

Dear House Rules,

Like all pharma companies, my organization conducts numerous clinical trials. Recently, I’ve been talking to industry colleagues about introducing social media to the mix – especially to boost recruitment. Their recommendations vary from “Go for it!” to “Don’t touch it!” Social media’s not going away. How do I figure out the best way to apply it during clinical trials?  

Signed, 

All the World’s a Laboratory…  

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Make Sure Your Digital Marketing is HIPAA-Compliant

Dear House Rules,

Our pharmaceutical company’s marketing strategies seem to include more digital avenues every week – our website, targeted e-mails, eDetails, Facebook status updates, Twitter posts, Instagram pictures and their accompanying detailed captions, etc. With our digital and social media communications multiplying so quickly, how can we make sure we stay compliant with federal policies like HIPAA? 

Signed, 

We Want to Stay “The Good Guys”  

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Make Sure Your Brand Lives a Healthy Life

Dear House Rules,

Our medical device brand has only existed for a few years, but we want to ensure that it stays healthy for decades to come. After all, medical science, especially in our flagship field of cardiology, seems to be heading in the direction of minimally-invasive surgery, tiny implanted devices, and near-microscopic tools. How can we position ourselves – and continue to do so – as a dependable resource in this space?

Signed,

In for the Long-Haul

 

Make Sure Your Brand Lives a Long Life is the conclusion to a 3-part series on brand health. Be sure to visit Part 1, Give Your Brand a Check-Up, and Part 2, Get Your Brand Back in Shape.

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