Diamonds can have a showstopping allure with their refractive brilliance penetrating the darkest heart and catapulting value into orbit. Polished and shaped, they are headline attractions with clear messages of power, wealth and opulence.
They have attention-grabbing lustre and sparkle that illuminates fashion and glamour, but their impact is equally prized in engineering where diamond toughness cuts, drills and forces the hardest components to yield.
Pharmaceutical product campaigns rely on a spearhead of creative clarity, but their brightness can be diffused if not backed up with the gritty mechanics of penetrating compressed layers of misconceptions, complex detail and competitive noise that infect a febrile market.
Campaign headlines, imagery and graphics can become low-value paste if the bedrock of a condition, the market and patient behaviour is not fully assayed and the facets of launch and marketing plans are not cut to specific needs.
Patient involvement, from active listening to co-creation, is the sought-after carat rating for effective engagement as industry continues to shift from highly-technical content to personal narratives to reach patients who now have access to more treatments, even in the most intractable diseases, and increased awareness of their options.
Read the article in full here.