Dudnyk blog
Question of the day – what has the ubiquity of technology done to the role of the rep?
It’s not a shrinking role for the rep─it’s an evolving one.
Technology has dramatically changed our perception of the world. It has affected how we navigate our environment and consume information, and has changed our expectations about how quickly information should be made available. The new norm for all of us is about immediacy and relevance.
In healthcare professional (HCP) offices, it’s about providing new ways to share information─when it’s needed. HCPs seek information so they can achieve better treatment outcomes─but again, only when they need the information. They want services and products that enhance their ability to take care of their patients.
Set your brand apart with color
When picking the color that will distinguish your brand, consider the symbolism and theories behind the hues.
The importance of color and how it relates to your target audience is a vital part of creating a memorable brand identity. Over time, the color that your company and agency partner choose may become as important for physician and patient recognition as the brand name itself.
This overview of the common psychological connotations attributed to various colors is intended to facilitate your choice of brand colors. (For additional details on strategic marketing considerations that you should factor into color choice, click here).
Continue reading “Set your brand apart with color” »
Preparing for the arrival of your brand
Recognizing the value of the nesting phase during your brand launch can help you fully prepare for the impending approval.
Your brand’s approval date is a lot like a baby’s due date. You can mark off the days on your calendar with a big red marker, but the truth is, it’s on its own timeline, and there’s not a whole lot you can do about it.
What you can do is embrace the nesting phase of your brand development, and make sure you are as ready for approval as possible. Once your brand is launched, you will be working fast and furiously to get your product into the minds and hands of the market, and you won’t want to waste your time or energy worrying about things that could have been done already.
Continue reading “Preparing for the arrival of your brand” »
3 lessons I wish I’d learned as a brand manager now that I’m on the agency side of the business
Treating your agency with respect—relying on its creativity, expertise, and problem-solving abilities—can help you attain long-term success for your brand.
Having spent the better part of the first 19 years of my pharmaceutical marketing career as a client, I now find myself heading up Strategic Planning and Account Management for Dudnyk. I thought I knew the ad agency game pretty well as a brand manager, but there are definitely things I’ve learned since joining the agency that I wish I’d known when I was a client.
Dudnyk’s favorite posts for pharma marketing managers
Dudnyk employees share their picks for the best posts on our blog.
Sharing ideas is what we do here every day at Dudnyk. To showcase our collaborative branding expertise to even more decision makers in the industry, we decided last year to take some of those ideas to the cyber world, in the form of a blog. In the first year of our Dudnyk blog, 90 posts coached brand managers on everything from stress management and work/life balance for mothers to identifying the best data sources, providing advice for staffing your dream team, ramping up digital campaigns, thinking creatively, growing your brand with care, and giving unbranded materials a try. A couple handfuls of agency authors contributed ideas, as well as two industry experts (graphic designer/author David Airey and veteran pharma expert Nancy Bacher Long in guest posts.
Continue reading “Dudnyk’s favorite posts for pharma marketing managers” »
Your biotech brand needs a good uniform…but that’s not all
When rebranding, take care not to slap a sparkling new label on a tiresome old product.
Changing the look of your brand can be exciting and invigorating–and can help change the way the market views your product. The problem is, rebranding doesn’t start and end with just a look.
Consider the University of Maryland Terrapins, a college football team that recently attracted national attention by switching to new uniforms, sporting matching helmets and cleats whose vivid colors were modeled on the state flag.
Continue reading “Your biotech brand needs a good uniform…but that’s not all” »
Communication crossroads: a guest post by Nancy Bacher Long
Nancy Bacher Long, Principal of Ducknot, LLC provides some insight into public relations experts as master storytellers.
Nancy has spent more than 25 years in the communications business working for Fortune 100 pharmaceutical companies, start-up biotechnology ventures and medical device companies. She established Dorland Global Public Relations, a business unit of Dorland Global, in 1992, and led the business for more than 16 years. Long left Dorland in 2009, and established Ducknot, LLC, a communications consultancy.
To achieve brand success in the evolving world of social media, companies need to rely on the timeless storytelling skills of experienced PR firms.
Continue reading “Communication crossroads: a guest post by Nancy Bacher Long” »
Make a good first impression with typography
Clothe the market-tested words on your collateral in an inviting font and color combination to draw your audience in.
Typography is a vital element of your branding and is considered an art form, but its power in marketing materials is often overlooked. It gives your target audience its first impression of your brand. It can easily pull the audience in to relay a message, or it can render a message incomprehensible and push the audience away.
Typography has a life of its own. It can have a modern or traditional feel. It can be conservative or unconventional. It can be exuberant or reserved. The options are endless for your brand identity. But choose wisely: The typeface that you settle on will have a strong influence on your audience and assist in creating initial and lasting impressions.
Continue reading “Make a good first impression with typography” »
Social media: no country for credibility gaps
6 strategies for preserving your company’s reputation online.
One danger with using social media is that it can be far too easy to shoot off a message without thinking—or even fully understanding an issue. This recently became a huge problem for actor Ashton Kutcher, following an uninformed statement he made about Joe Paterno being fired from Penn State. Kutcher’s initial outraged tweet has since been deleted from his account, as well as all of the other apologetic tweets he made that night. But impressions have been formed about the star (who has more than 2 million Twitter followers) and his take on Paterno and the scandal.
Biotech managers should do all they can to avoid making a similar critical gaffe on social media. Here are 6 strategies for constructing informed, credible messages.
Continue reading “Social media: no country for credibility gaps” »
Google rips the gates off social network communities with Google Plus
Using the new Google+ can help brand managers expand their social media capabilities.
With 750 million users and counting on Facebook, it is easy to agree that social networking has become a way of life; but Google is changing the game once again.
While social networks such as Facebook, Twitter, and LinkedIn focus on the network location itself, Google, by creating the circle model used in Google+, has begun focusing on who a person might want to exchange information with. Using this model, you create circles of users with different interests (example: web developers, brand managers) and choose what content you would like to share. The location model is based on the community itself—like with Facebook, where you add users of similar interest who reside only in that community.
Continue reading “Google rips the gates off social network communities with Google Plus” »