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.


How Can I Inspire Clients Over a Computer Connection?

Dear House Rules,

In recent years, our agency has been pitching distant or overseas clients using digital technology. I’ve noticed that the art of “presenting” concepts is different with a remote audience – it’s harder to keep the group engaged, for one thing. Is this digital meeting trend a flash-in-the-pan or a phenomenon I should learn to excel in?

Signed,

Digital Newbie

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Trade shows 101: First, Obey the (FDA) Rules!

Dear House Rules,

I was talking to a colleague with another pharma company recently who told me that they had violated a rule set by the Office of Prescription Drug Promotion (OPDP), a division of the FDA, with a convention panel they displayed at a trade show. The president of her company received an enforcement letter from the agency, and if they hadn’t corrected the issue quickly, they could’ve had to pay a large fine or even been banned from marketing the product. I’m new to the world of trade show drug marketing — how can I ensure I don’t make any OPDP guidance mistakes?

 

Signed,

 

Good Booth Behavior

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Can LinkedIn Be a Marketing Tool for… Hospitals?

Dear House Rules,

A colleague recently suggested that if I wasn’t using LinkedIn as part of my marketing mix, I was “missing out.” I understand why data analytics firms, recruiting houses, creative agencies, and more use LinkedIn to get their message across – but hospitals? Obviously, LinkedIn wouldn’t be part of our patient-directed marketing efforts, but which customers should I target (and with what type of content) to use LinkedIn most effectively?

Signed,

LinkedOut… For Now

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Ask a Celebrity If Drug X Is Right for You

Dear House Rules,

Our company is in the early stages of developing a marketing campaign for a new product. I’ve seen other pharma companies use celebrities to influence people regarding a particular brand—sometimes, it seems to work perfectly, sometimes, not so much. As for our company, we’re skeptical. Having a Kardashian endorse make-up is ideal synergy, but what credibility can a celebrity bring to a pharma brand? Where do you stand on the concept of using “influencers” in pharmaceutical marketing? Is this something we should look into?

Signed,

Should I Be More Starstruck?

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What Color is Your Stethoscope? Color in Medical Devices

Dear House Rules,

Our company has become more involved with medical device manufacturers lately, and we want to understand everything we can about our new clients’ industry. We’re especially looking for marketing ideas for an industry that isn’t known for featuring many active advertisers. Do you have any thoughts?

Signed,

Device Developments?

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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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