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.


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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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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