House Rules

10-16-2018

Wanted: One Logo, Memorable, Relevant… and Cheap?

Dear House Rules,

Some of the most fun our designers have is when clients want a logo created for a new medication or a new branch company. However, clients almost never realize how much logos really cost to develop – how much creative time, thought, and experimentation go into them. We’ve been asked to create logos for almost no money – and even to “just throw a logo in” for free! Could you recap why logos are so important and what goes into creating a great logo?

 

Signed,

Loving Logos

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House Rules

09-04-2018

What Do Ad Agency Operations People Do

Dear House Rules,

It was enjoyable – and instructive – to learn about the workload of your Chief Creative Officer in your last post. However, I know there must be people in ad agencies who mostly don’t do the brainstorming, concept development, and client presentations… people who keep the place running. Every business has at least one person (if not an entire department) whose job it is to control the chaos that runs rampant in most creative companies. What’s a day like for one of those employees in your own organization?

Signed,

Special Ops

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House Rules

06-05-2018

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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House Rules

05-15-2018

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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House Rules

05-01-2018

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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House Rules

09-20-2016

Long Time Coming: Pharma’s Progress in Mobile Advertising

Dear House Rules,

I’m a marketer for a major pharmaceutical company, and it feels like we’ve done it all when it comes to promotion: eDetails, websites, product animations, email blasts, journal ads, consumer ads—you name it. I’ve wanted to join my colleagues in other industries who are taking advantage of the opportunity afforded by mobile. Pharma, though, has really been dragging its feet. Do you think this is changing?

Sincerely,

Is mobile really happening?

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