Posts Tagged ‘Healthcare Advertising’

Brand Research Debate: To Validate or Not to Validate?

A client recently approached us seeking advice on validation research for his brand and the importance of testing. He wanted our opinion on the following:

How important is testing the positioning/messaging and eventual creative concepts among my key targets? What are the risks if I decide not to validate?

As a Senior Account Executive at HCB Health, this is a question I hear fairly often from clients. Some of our clients won’t make a move without testing, while others see it as a luxury if they have the time and budget. This specific client request really got my wheels spinning. Not necessarily about the risks of not testing, but more about the considerations to keep in mind when deciding if validation research is right for your brand. Continue reading »

The 2011 MM&M Awards: A Night of Medical Marketing and Merrymaking

Kerry Hilton is no stranger to presenting awards at MM&M.

The Medical Marketing & Media (MM&M) Awards are always a prime opportunity to see the best of the best work in our industry. These prestigious awards honor exceptional creativity and marketing effectiveness in healthcare. From professional to consumer, print to social media, this year’s show was once again jam-packed with compelling campaigns.

The black tie event was held last week at Cipriani 42^nd Street in New York City. We were immediately greeted by trays of hors d’oeuvres and champagne, and soon we were toasting with all the major players in the industry. It was clear that this was not only an awards presentation, but also an evening to celebrate what we all feel so passionately about—healthcare marketing and advertising. Continue reading »

Specialized Delivery: Reasons for Choosing a Healthcare Advertising Agency

As a medium-sized pharmaceutical company, you begin preparing the launch of an innovative new allergy medication for kids. The release date is firm. Test markets have been selected. The question now shifts to who — as in, who will be in charge of advertising this new medical breakthrough? Do you select the large-scale full-service ad agency or the smaller, specialized healthcare agency?

Below are three reasons why we at HC&B Healthcare Communications believe a specialized agency should always be the choice. Continue reading »