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.


Explain Yourself! Healthcare Explainer Videos Can Be Your Best Ally

Dear House Rules,

Back in the “old days,” physicians learned new information about products and devices by reading journal articles or white papers provided to them by sales reps. Patients learned new health information from their doctors, period. Now, however, things have changed – doctors have no time to see sales reps, patients come to their doctors having already researched their condition and the device, procedure, or medication they believe they need. As healthcare marketers, how do we keep up as learning methods change?

Signed,

“But I Saw It on The Internet”

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How to Be Hip (HIPAA-Compliant, That Is)

Dear House Rules,

As a pharmaceutical marketer, I’m excited about our company’s social media presence and digital advertising strategy. However, some of the stories I’ve heard from my colleagues have made me skittish about violating privacy laws. I know that no marketing progress can be made these days without venturing into the digital space. How can I use social media and deploy regular digital content while staying on the right side of the law?

Signed,

Missing Print

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Ignore Gen Zers at Your Brand’s Peril

Dear House Rules,

Our company has advertised to Baby Boomers for ages, so we know what works and what doesn’t for them. A few years ago, we started an active marketing push toward Millennials, based on a new product that was used almost exclusively by patients in that age range. Now, though, we’re trying to reach out to the generation coming up behind them – “Generation Z,” I’ve heard them called – as we market our new birth control pill to teenage and college-age women. The problem? We have no idea how to talk to these customers. Heck, most of us can’t even get two words out of our own teenagers! Where do we start?

Signed,

Feeling My Age

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Watching is Believing: Add Video to Your Marketing Mix

Dear House Rules,

As pharma marketers, we do our best to stay on top of the current trends in the field. We’ve produced emails and eDetails, developed ongoing social media post calendars, and even created guerilla marketing campaigns to accompany more traditional new product announcements after launch meetings. It’s important to us – and to the clients we serve – that we’re ahead of the curve. So what’s next?

Signed,

Living on the Cutting Edge

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Telling the Story of Your Brand

Dear House Rules,

Our marketing team has noticed an increasing amount of “chatter” about our brands on social media, and this is content we cannot control. How do we counter this and take back the reins? We welcome input from our patients, but ultimately, we want to be the ones driving our brand’s marketing message. How can we accomplish this without turning off social media comments and rejecting the input of our end users?

Signed,

Want to Stay in the Driver’s Seat

 

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Public Relations in Healthcare

Dear House Rules,

I’ve just been informed by my boss, the Director of Marketing, that our company is going to be adding more public relations to our marketing mix next year. While I’m certainly used to writing and sending press releases to the major medical journals and important pharma bloggers, I’m less familiar with integrating PR into an ongoing advertising and marketing calendar. Any ideas?

Signed,

For Immediate Release…

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Yeah, Right – Marketing to Millennials

Dear House Rules,

My company is coming out with a product that treats a condition many millennials suffer from, according to our data. However, all of our experience to date has involved marketing to the Baby Boomer generation, who respond to quite different tactics. How do we effectively market to a group of consumers that seems to have an inherent mistrust (if our young adult kids are any guide) of “Big Pharma?”

Signed,

How Do I Reach Young Adults Today?

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When Pharma Met Feelings: Emotion in Healthcare Marketing

Dear House Rules,

As a pharmaceutical marketer, I’ve always heard that “clinical was best.” No matter how often the idea “but HCPs are people too, so they should respond to emotional pitches” crosses my mind, I know it’s all about the data – well, that and the half of your time or pixels you must use for telling your customers all the risks of your product. Recently, though, I’ve noticed pharma pieces with a little more of a style of communication I associate with unbranded creative – fewer restrictions and a lot more heart. What gives?

Signed,

Do I Need a Tissue?

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Convention Booths: Worth It or Waste of Money?

Dear House Rules,

My company has had a booth at a large medical convention for years. As the new Director of Marketing, I’m looking at every single ad campaign, page of vis aid content, and other marketing tactic we have in circulation. My goal? ROI. I only want our customers interacting with marketing tactics with proven success. How do I calculate that for my convention spend?

Signed,
ROI is King

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Up Your Creativity With… Technology?

Dear House Rules,

At our agency, it seems like we’ve tried everything to provide disruptive, creative solutions to our pharmaceutical clients’ challenges (while staying within the strict regulatory guidelines of pharma.) Guerilla marketing campaigns, disruptive banner ads that “forced” HCPs to view them, YouTube videos of patients that were so edgy they looked like music videos – but nothing really worked in terms of ROI. Is there still any way to break through the ever-increasing media clutter and get our clients’ messages across in a memorable way?

Signed,
Seeking BOLD Solutions

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Press “Pause” Before You Hit “Send”

Dear House Rules,

I have a question about how my business communications can impact my business relationships. Our agency currently has a client who is constantly making last-minute requests, changing their minds multiple times, and generally causes chaos for their account. How can I address this with them productively (and not fly off the handle)?

Signed,
Plenty of Lemons, but No Lemonade

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Stop Convention Attendees in Their Tracks with a Great-Looking Exhibit Space

Dear House Rules,

Our client, a small-but-growing biopharmaceutical company, is asking our agency to pitch several concepts for its revamped convention booth. It has a hot new product, and wants a fresh-looking convention presence to match its revolutionary treatment for a serious (yet all-too-common) disease state. Marketing to thought leaders at relevant conventions plays a larger role than usual in this year’s budget. Any suggestions?

Signed,

What’s the Formula for “Wow?”

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