How to Make Yourself an Industry Leader

Dear House Rules,

Sometimes I feel like I’m my industry’s best-kept secret. My work is excellent, and my clients keep coming back, but aside from that, no one in my business seems to know who I am. After I started my business, I worked hard to build a thriving enterprise with great employees and solid client list, and I’m thrilled that they generate so much repeat business, but something just seems to be missing. I guess I don’t know how to market myself. Should I rent a billboard? Print my name and a catchy slogan on the inside of matchbooks? I could really use some help from an expert marketer like you.

Signed,

Walking the Walk, But Not Talking the Talk

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

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?

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

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?