Our Visionary Itinerary

dhanson's picture

Get the most out of your journal advertising

Mon May 14, 2012 12:05pm

Cutting advertising from your budget may seem like the easiest way to cut expenses, but it may also compromise your ability to grow long-term.

The top 3 reasons not to cut journal ads:

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anshalpurohit's picture

Putting Your Brand’s Best Face Forward
Tue Feb 07, 2012 11:02am

Using people in campaign imagery has long been an issue of debate between agencies and clients. While it is always compelling to depict target patients in order to bring a human, identifiable quality to creative, the issue seems to boil down to one key concern — making imagery of people ownable.

We think there are many ways, and it starts with ensuring that we understand and communicate first with words, then with imagery, how the strategic position applies to the patients we are trying to depict. Some guidelines Purohit Navigation has developed for making people ownable include:

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anshalpurohit's picture

Breaking Through The Clutter
Wed Aug 10, 2011 9:08am

Even specialty brands are facing the challenge of launching a product into a cluttered, heavily genericized, “me too” market. It’s simply an increasing reality. There are some key strategic misconceptions compounding the market threats for these brands, and at the top of the list: Campaign focus should be on share of voice and samples—strategy and branding have little impact on performance.

The runner up: Cost-effective, targeted campaigns can’t work in highly cluttered markets (ie, you need to spend a lot to get a return on investment).

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monica's picture

Guiding Principles in Brand Color Selection
Thu Jul 14, 2011 9:07am

What is the first thing to influence healthcare professionals when they receive marketing materials?

Chances are they notice color first. In fact, research suggests that:

            90% of a person’s product assessment is based on color.

            80% of a person’s visual information is related to color.

This makes selecting and working with color a critical component of branding – and avoiding common pitfalls even more important.

Here’s a list of common color pitfalls, and some guiding principles we’ve learned in our 26 years of brand navigation:

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bfillipp's picture

Top Reasons HCPs Don’t Open eBlasts
Wed Jan 26, 2011 11:01am

As nonpersonal promotion continues to be a more critical component of the marketing mix, interactive is playing an even more significant role in reaching our target audiences. As a result, eBlasts can be incredibly valuable, if properly implemented. A well-executed eBlast has the ability to reach audiences and drive them to action.

The first hurdle—they have to open it. How do we ensure that they do? One significant driver of eBlast engagement is the subject line. Through our extensive experience and primary market research, our team has developed several key guidelines to enhance eBlast success.

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bcurrie's picture

We're going mobile!
Mon Apr 12, 2010 12:04pm

In the very near future the majority of promotional healthcare communications will be received by medical and health professionals on mobile devices; more specifically smartphones like Blackberries and iPhones. Currently more than 234 million Americans are mobile subscribers, of which 42 million carry smartphones. This number is expected to double in 24 months. Medical professionals are proving to be the early adopters with 64% of US physicians already carrying smartphones, as do 99% of residents.

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