Think about it. They call it the greatest story ever told. Actually it's the greatest healthcare ad campaign that ever ran. It's text book marketing. Firstly, you have a blockbuster product that can solve all ills. Then you have 12 KOLs ready to advocate. You have a wonderfully written idetail, (previously in hard back.) You... Continue Reading →
A fitting end to 2015.
I read with interest today the announcement that the ground-breaking crowd sourcing website 'idea bounty' is to close its doors. This was from the email they sent today: "It was our assumptions about clients where we went wrong. It turns out that no-risk ideas just aren't that appealing, especially to those spending someone else's money,... Continue Reading →
Fortune favours the safe.
I was recently in a pre-pitch meeting and somebody quoted the old line 'nobody ever got fired for choosing IBM' It suddenly occurred to me that she was using it in a positive sense. Because she had always thought of it that way. The safe choice is the wise choice. Now I don't know about... Continue Reading →
2014’s heartwarming Christmas pharma campaigns.
While the world squabbles over the relative merits or otherwise of the John lewis Monty the penguin ad (16 million views) and a certain WW1 footballing (10 million views) spot I thought I'd divert your gaze to Pharmaland's big Christmas campaigns for a quick overview. And I must say this year's crop are laying on... Continue Reading →