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.


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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Putting the “Social” Back in “Social Media”

Dear House Rules,

At our pharma company, we know how important social media is. We have a LinkedIn presence, a Facebook page, and even a Twitter feed! We use all these new media as additional ways to get our message out, whether that message is about a new product or important legislation or an article that mentions our product in a favorable light or—well, you get the idea. Still, we get almost no “likes,” “comments,” or “shares,” and sometimes I wonder if anyone’s actually reading our content. How can I engage our customers more via our social media outlets?

Signed,
Helllloooo? Is Anybody Out There?

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Your Job’s Not Done When the Doc Writes the Script

Dear House Rules,

I recently had a meeting with one of our agency’s major clients, who said, “No matter how good the marketing material you give us is, no matter how much more often it gets the docs to prescribe our product, it doesn’t matter at all if the prescription doesn’t get filled or refilled. Our adherence numbers are killing us, and I don’t know what to do.” How I can I help our clients reach beyond the clinician’s office and address the complex issue of medication compliance? I’d love to be able to offer a marketing-based solution.

Signed,
Want patients to stick with it

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Read All About It!

Dear House Rules,

I’m determined to read more this year in my personal time, but I’m wondering if increasing my “reading diet” at work could also be beneficial. As a pharmaceutical marketing professional, I want to make sure I’m always up on the latest regulations governing the pharma and device industries. What publications should I be checking out regularly – and how can I make sure to stick to the habit when I’m being pulled in 20 different directions?

Signed,
Aspiring Bookworm

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Contract Workers Help Companies Minimize Stress

Dear House Rules,

Every year, I promise myself I won’t work my employees so hard, and every year, I go back on that promise. They’ve been great about it, but the late nights, weekend work, and missed family events are taking a genuine toll on their stress levels. Is there a solution that will let me keep meeting my clients’ needs while letting my employees keep their sanity?

Signed,

Want to work smarter, not harder

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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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