I met with a potential client a few months back and walked him through what we typically do as a medical device agency. We talked about the positioning, the branding, the creative campaign development and the approach that we take when working on launching - or relaunching a medical device. But that’s not this client’s problem.Read More
A few years ago, I became pregnant with my first child. Amidst the joy, anxiety, nesting, and doctor’s appointments lay another task—thinking of a name for this person! At first we made light of the situation, thinking of every silly name we could (I expect that most celebrities stop at this phase of the process). We would have endless fun spouting any ridiculous name that popped into our heads, trying to best each other in feats of whimsy. “Tomato!” “Butterscotch!” “Frank Zappa!” Eventually, we began runningRead More
- Start with research. Pharma ads are often researched ad nauseum - but only to 'pick' a final concept. Instead turn the sequence around and start with research with the primary target. True voice of customer research looks at the customers needs, their thoughts, feelings, attitudes and beliefs. Make sure that your research focuses both on what they think about the problem you're trying to solve and your product's ability to solve it.