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.


Get Your Brand Back in Shape

Dear House Rules,

I’m fairly new at my company, but it seems like the brand to which I’ve been assigned is really stuck in a rut. We haven’t changed our messaging, strategy, distribution channels – anything – in years, and the rust is starting to show. How do we put our brand back on top without abandoning the “consistent performance” message that got us there?

Signed,

Think Our Brand Needs Bootcamp

 

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

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Give Your Brand a Check-Up

Dear House Rules,

We launched our cholesterol brand 3 years ago, and since then, our marketing team has been busy executing the tactics we set in place at the beginning of each year. What we haven’t done is a “big picture” review of how our brand is being perceived in the market. Should we undertake that effort? 

Signed, 

Keeping Our Brand Healthy  

 

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

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Getting the Most from the “Human Factor” of Business – 3 Practical Tips for Enlightened Leaders

Dear House Rules,

My agency is up and running and I’ve hired a copywriter, a graphic designer, and a project manager. I’ve never managed people before and I’m not sure where to even start.  So far my team members are all great at their jobs but I want to make sure that they keep producing and help me to create the agency that will stand out and grow.  How do I look beyond the title and see my employees as human?  

Signed, 

Beyond the Title

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Should I Animate My Logo?

Dear House Rules,

Our pharmaceutical company is small, and we’re looking for any way we can to stand out in a crowded field. One thing I’ve been seeing more often lately in other market segments is animated logos – but I haven’t seen it much in the pharma space. Should we explore?

Signed,

Want to be remembered

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How Medical Animation Livens Up Marketing Messages

Dear House Rules,

Our pharma company markets a product in a large and crowded category. We’ve developed a fine website, comprehensive eDetails to reach no-show doctors, an efficient tablet presentation for our reps to use when they do see doctors, and plenty of patient brochures and other materials. The usual – and that’s the problem. How can we stand out from our competitors? 

Signed, 

Solid strategy… but tired tactics

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Marketing Agency or In-House Marketing?

Dear House Rules,

We’re reviewing the marketing at our company, especially now that we have a massive new product launch coming down the pike. We need to ensure that our marketing materials are strong, while keeping costs in check at the same time. Should we out-source to an agency, or beef up our in-house marketing department? 

 Signed, 

Not sure which way to jump

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Reverse Mentoring

Dear House Rules,

As a tech savvy millennial working in a company shared by employees spanning four generations, how can I best leverage my skill set to advance within the organization? Our company doesn’t have a formal mentoring program so what can I do to be seen by senior management?
Sincerely
A hopeful emerging leader

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Creating a Wellness Program in a Remote Environment

Dear House Rules,

I manage a team of 20 virtual employees.  I realize they have many benefits from working from home, but have a concern that the work environment lends itself to a sedentary lifestyle.  What do you suggest I can provide as inspiration to keep my employees active and alert during the work day?

Sincerely,

Keep Em Healthy

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How Augmented Reality Can Augment Your Bottom Line

Dear House Rules,

Augmented reality. Virtual reality. Google glass. 3D animation. There seem to be so many new technologies out there now that I’m having a hard time keeping up. I want to recommend the best and most relevant tactics to my client – but I can’t do that unless I understand them myself. Let’s start with “augmented reality” – what is it, and what benefits does it offer?

Signed,

Need to go back to school on the latest tech

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Summer Reading for Fun and for Learning

Dear House Rules,

This time of year, summer vacations begin, and I don’t think anyone in our office has had time to read more than an email or whitepaper all year. With that in mind, can you recommend some good books to stash in the old beach bag? Not necessarily the best-sellers – we can get that information from plenty of other sources – how about what books your staff is reading?

Signed,

I feel the need – the need to read

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Marketing to Boomer Consumers of Healthcare

Dear House Rules,

Every time I contemplate “baby boomers” as a group, I think of my aging parents – slow to adapt to a changing world, rejecting technology, just using Facebook to share pictures of their grandkids. Most of the people in my company’s marketing department are in their 20s and 30s. We know the Baby Boom group is a huge healthcare audience, but what are the most effective ways to target them?

Signed,

Want to learn more about this desirable demographic

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Online Reviews and Their Place in Healthcare

Dear House Rules,

I know online reviews are a crucial part of digital relationship-building for businesses like airlines and retail chains, but it’s hard for me to imagine that they really influence a patient’s decision-making process regarding their healthcare. Do online reviews matter for hospitals and medical practices?

Signed,

Want to get an A+ in managing my brand’s online review

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