Here's something I've always believed and now can prove: creative is up to 4 times more important than your media plan. A recent comScore ARS study shows that 52% of shifts in brand sales are attributable to the quality of creative, making creative far and away the single most important driver of sales change. And when you pair superlative creative with a cohesive marketing plan, it's victorious. All the more reason to banish ...
Pharma marketers have traditionally believed that you must end a sales call, promotional piece, or DTC ad with a strong call to action. But as I’ve already pointed out, telling people what to do may actually have the opposite effect. You may experience push back — or complete dismissal — from a physician who has been using the same drug successfully for many years if he or she sees no reason to ...
While “in-your-face” and “buy-it-now” sales approaches work well for low-investment or disposable items (think PedEgg®, Zorbeez™, and EmeryCat®), they are not as effective in pharmaceutical marketing. And, as I’ve mentioned previously, telling people what to do can result in push-back, or worse, cause them to do the exact opposite. Our approach has always been to bring our target audiences on a journey with a brand. We build a brand story that not ...
In this 3-part series, I discuss why marketers should consider changing the way they talk to physicians and patients. For years I’ve been saying that people are averse to change. Recently I came across several studies that provide more proof. There is compelling evidence that people will be resistant to strong persuasion or advice that conflicts with their opinions. This is actually a proven psychological response called reactance, a term that was first coined by ...
