Profile of a head made from a piece of panelling with gears on it that are being magnified by a magnifying glass

Why your pharma brand badly needs behavioural economics

By Christine O'Reilly | October 8, 2019

Marketers expect audiences to be rational—but they’re not. Learn what you risk losing if you ignore behavioural economics and 7 biases you can use to influence behaviour.


How to use mainstream marketing to reach pharma audiences part 2: Influencer marketing

By Christine O'Reilly | August 29, 2019

Influencer marketing has had great success in mainstream campaigns. What is it and how can you use it to reach your pharma audiences? Read on to find out.


How to use mainstream marketing to reach pharma audiences Part 1: Product placement plus

By Christine O'Reilly | August 5, 2019

What can healthcare brands learn from Google Home, A&W and Leon’s? A lot, it turns out. In this article series, I take apart three campaigns and put them back together from our industry perspective so you won’t have to say “We can’t do that in pharma!” Part 1 examines the product placement magic of Google Home’s marketing.


3 ways you can avoid doing the same old pharma marketing

By Christine O'Reilly | May 14, 2019

No one wants to be a cliche. These 3 strategies will help you develop your approach to fit the message you want to send and your tools to fit the experience you want to provide…not the other way around.


A checklist of customer insight questions every pharma brand manager needs

By Christine O'Reilly | December 3, 2018

It’s every brand manager’s job to understand the market, and when we’re lucky we get to do primary research with our customers. This checklist of open-ended customer insight questions keeps the focus on feelings, experiences and values, while getting the necessary intel about competition and product performance.


Buh-bye product marketing, hello customer-centric strategy

By Christine O'Reilly | August 10, 2018

Our world has never been as dynamic, connected and complex as it has become over the past decade. The fast-evolving technological, social and environmental changes witness and experience in our day-to-day lives are also transforming how we approach pharmaceutical marketing. Our industry is being challenged to think and act in fundamentally new ways. Are you keeping pace?


What 4-year-olds can teach us about consumer insights

By Christine O'Reilly | June 1, 2018

Kids say the darndest things — and sometimes their simple lessons can be applied to our jobs. Market research is one example. This post grew from a conversation I had with SYFT Inc’s Chris Doherty and Jason Galindo when we were working together on a custom market research project for a client. Talk turned to kids — and we came up with our “ask three more” technique. Here’s how it works.


On being brave and marketing for Canada: Lessons from Phenix Pharma

By Kate Keilty | January 15, 2018

In November, we were wowed by the keynote given by Ali Moghaddam, president of Phenix Pharma Group Inc., at the annual Pharmaceutical Advertising Advisory Board (PAAB) workshop. Moghaddam reminded us of the challenges presented by using global assets in the Canadian market — especially when complying with regulations contradicts global direction — and how collaborating with PAAB can get great results. Here’s what we learned.