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Could Twitter Be a Recruitment Tool for Cancer Trials?
Twitter might help boost the number of cancer patients who enroll in clinical trials of potential treatments, a new study suggests.
Direct-to-Consumer Pharma Ads in the Crosshairs
(Health Leaders Media, 02.03.16)
You wouldn’t think Triumph the Insult Comic Dog would have any relevance to the debate about pharmaceutical companies using direct-to-consumer advertising, but a video clip promoting the sardonic puppet’s 2016 election special on Hulu proves otherwise.
The Programmatic Movement: A Programmatic Primer
(Medical Marketing & Media, 26.10.15)
Programmatic buying has started to take over the placement of digital ads, to the tune of $15 billion in 2015 sales. Is pharma in the process of following suit or will concerns about privacy and fraud dampen industry enthusiasm? Barbara Peck assesses the pros and cons.
In Healthcare, Focusing on Your Marketing Niche Is Key
Healthcare marketers are faced with many challenges in today’s ever-changing landscape, and we can expect the industry’s complexity to only grow. Working closely with CMOs and other senior marketing executives — spanning HIT, hospitals and care facilities, life sciences, pharma services, and medical devices — we help a broad array of companies across the healthcare spectrum tell their stories, generate awareness, position themselves as leaders and tout the benefits of their products and services.
“Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition.” —David Aaker
Maria Sharapova’s Personal Brand Management Offers Lessons to Fallen Stars
Celebrity sponsorship and endorsements are big business. Over the last decade, celebrity brand associations have rocketed with worldwide spending reportedly amounting to $50bn.
How to Start Building Your Personal Twitter Brand Today
(Social Times, 07.03.16)
When an investor, business partner, potential employer or colleague searches for you on Twitter, what will they find? Is your profile professional and thoughtful? Interesting and opinionated? Or is it full of slightly inappropriate photos, random quotes and pictures of your lunches?
The Success Secret that Scares Every 20-Something
If there’s one thing that I hear constantly as a young professional, it’s this: “You need to build your brand.” I’m going to be real here: I have no idea what that means.
Six Types of a Personal Brand. Which One Are You?
More than just a marketing strategy, your personal brand is how you appear to the world. A successful personal brand creates a consistent impression that allows you to achieve both your personal and professional goals.
“At the center of your being you have the answer: you know who you are and you know what you want.” —Lao Tzu
The New Face of Public Relations: Tricks and Tools of Today’s Practitioner
(Marketing Land, 11.02.16)
The battle to earn consumers’ attention is on. But it’s not going to be won in a display ad or in the search box. It’s not going to be won on television or via in-store signage. It’s going to be won by brands that stop shouting at their consumers and start having conversations with them.
How to Become a ‘Craft’ Brand by Using Content
(Marketing Week, 11.02.15)
Big brands can tap into consumers’ obsession with ‘craft’ and ‘artisan’ goods by using content to change perceptions, even if their product is mass-produced, but they need a credible story.
3 Millennial Marketing Tips from Taylor Swift
There’s no doubt that 2015 was the year of Taylor Swift. Building off the success of her 1989 album release, Taylor’s world tour generated over $4 million per show — a small piece of her current empire. And that success rolls on: As the highest-earning musician in the world, Swift makes more than $1 million per day in revenue.
Why Building an Audience Is so Hard (And Why I’m Still Trying)
(Search Engine Journal, 24.12.14)
It’s easy to feel like you can grow a loyal audience in no time using the latest growth hacks or Twitter and Facebook tricks. But the truth is, it’s not that simple. Growing an audience is hard. You have to have talent. You have to put in a lot of work. And there’s no 1–2–3 solution.
“Brands need to pay attention to their writing as a differentiator re personality, too. Good writing is often undervalued in content.” —Ann Handley
Originally posted on Forbes.com.
For all the massive growth in the power of digital and virtual, face time still matters. As hard as anyone works to rack up thousands of followers on Twitter, Instagram and even Snapchat, it’s all still no substitute for making sure you are physically in the right places to ensure a relevant personal brand.
4 Tips to Fully Integrate Your Company’s Branding, Marketing and Strategic Vision
How’s your digital strategy looking these days? If not so good, there’s hope. Fortunately, creating a comprehensive digital strategic vision isn’t only possible, it’s eminently achievable. All you need to do is integrate the core aspects of your company’s client-facing machinery: your online and offline branding, your marketing efforts and your overarching strategy.
The Big Brand Theory
(Business Observer, 08.01.16)
Humanity will forever be a story-based culture. Brands are stories within themselves: a story of the company, the product or service, and how the consumer fits into the brand story. Branding will evolve along with technology, society and communication trends; it won’t fade away into obscurity any time soon. Seeing as there are brand consultancies and a plethora of design consultancies adding brand work to their services list, it would take extensive cultural-wide shifts in media and product consumption to make branding irrelevant.
For Business Leaders, Twitter Proving a Powerful Communications Tool
CEOs are increasingly seeing the value of communicating directly about business announcements, crisis comms and personal thoughts, says senior Twitter exec.
5 Tips on Using Snapchat for Employer Branding
(The Huffington Post, 28.07.15)
The truth is, there’s no big secret when it comes to using Snapchat to build out your employer brand but I do have 5 tips to share that anyone with an account can quickly start implementing to rev things up.
“We will stop at nothing and nobody. For us, the only thing that counts is the truth.” —Matthias Muller
Employer Branding: Is Your Workplace Doing It Right?
(The Huffington Post Canada, 04.12.15)
Have you ever wondered why so many new graduates want to work for Google, KPMG or Apple? What makes them so attractive to potential employees? First and foremost, these companies understand the value of a strong employer brand.
Opinion: ‘Employer vs. Corporate Brand’
(Transform Magazine, 02.12.15)
As more and more companies begin to implement employer brand management strategies, Diccon Ward asks, how does the employer brand relate to the wider corporate brand?
How to Measure Employee Engagement
A traditional measure of employee brand engagement is a net promoter score taken from a quantitative survey where you ask employees how likely they would be to recommend the brand to others.
No ‘Hearts’ for the End of Twitter’s ‘Stars’
What does the change mean for b-to-b communicators? Confusion, at least at the start.
“Happy wife, happy life? More like happy employee, happy company. Happiness breeds good things—foster it.” —Anne Mulcahy