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.


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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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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