Resources

Quantitative surveys and qualitative interviews with healthcare professionals, patients, and caregivers can provide valuable information. Understanding what your stakeholders believe, how they behave, and what motivates them is often just a few questions away.  However, even the best respondent can only share what they consciously acknowledge. Often that can leave us with a strategic blind spot […]

Sound familiar? High expectations. A limited budget. Well-established competitors. Area ripe for innovation. If so, read on. Whether you’re an avid fan of baseball, literature, or film, you’re probably familiar with the term “Moneyball.” The 2003 book by Michael Lewis, and later, the movie starring Brad Pitt, recounts how Billy Beane, General Manager of the […]

When it comes to pharmaceutical marketing, precariousness and high risk are ever-present givens. An estimated 70% of therapeutic brands never achieve their commercial potential, and when sales goals aren’t being met, it’s common to scapegoat messaging. More often than not, the root cause of the issue is not messaging, but rather, an unevolved, out-of-touch positioning […]

If the pandemic proved anything, it’s that we need each other. Whether it’s in-person, telecommunicated, a group chat, a book club, a team sport—human beings rely on a network of support and interaction. Countless studies and academic articles, such as one published by South University, have shown that social foundations are not only fundamental to […]

The pandemic changed everything. The way we purchase goods, the way we celebrate milestones, the way we educate ourselves, formally and informally. Our homes became so multi-purpose, that our experiences became multi-faceted. Undoubtedly, healthcare is one such experience that has been forever changed. What does this mean for our relationship to treatment now, and in […]

Behavior Design is the use of behavioral and neurological science to influence consumer behavior. Take this example: Google “watches” right now and check the images. What do you see? Almost all of them display the time ’10:09′. Why? Is it because it looks like a smiley face? Is it because it frames the logo? There […]

Competition is part of the natural world and finds its way into many facets of our work and lives. Right now, there are peacocks feverishly flourishing tailfeathers trying to gain the attention of a female, lions baring their teeth ready to fight for a pride, and a hoard of coworkers climbing over cubicles to make […]

Question: As a marketer, do you have biases about whether consumers have biases that affect your brand? Wait. What?  The good news and bad news is that we all have biases.  Let’s take a look and see how you can leverage common biases and make them work for your brand instead of against it. Here’s […]

Keytruda, Humira, Lynparza – what do these brands have in common? Multiple Indications, done right. For multi-indication brands to remain successful, brand establishment only begins by achieving first-indication launch excellence. Strong, strategic lifecycle planning and management is typically where brands struggle. OptiBrand Rx has two winning strategy tips to guide you towards Multi-Indication Success: 1)     Looking Backwards […]

For companies undergoing restructures, acquisitions and mergers, a name change – when combined with the right communications strategy – can drive home the message that something new is truly underway. It can demonstrate that the business is committed to significant change, and reassures anxious parties that the business won’t abandon what they like best about […]