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Developing a sales aid

The new iPad presentation won’t pass muster if the content and messages aren’t right. Prepare an effective sales aid…  by referring to these seven all-important steps.

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Interview: Sam Pearce, Celgene

The general manager of Celgene UK and Ireland explains to Liz Wells how her entrepreneurial spirit fits well with this fast-expanding biotech

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Create a brief that delivers

Eight important steps to ensure you produce a brief for your agency that contains all the important elements. Plus, your Instant Expert quick checklist to keep you on track.

Evolution or Revolution?

It is five years since the IPA's Magic and Logic white paper expressed ideas on how the triumvirate of marketing, procurement and agencies could play nicer with each other in...

Are your objectives driving you nowhere?

They are the essentials to marketing but familiarity breeds complacency. Is it time to road-test your SMART-objective-setting skills?

Second time round – successful brand revitalisation

With the list of patent-expired products lengthening, marketers need to evolve strategies that produce healthy returns for mature products. We asked the sponsors of the 2008 Pharmaceutical Marketing Effectiveness Award...

Launching a brand across Europe

Creating a strategy to roll out a pan-European or global campaign means engaging both local marketing affiliates and other stakeholders, as well as your customer base. What are the critical...

Analysing performance

A campaign that grabs the attention may not actually be what you need. Return on investment is as much about taking the long-term view and building brand loyalty. So, are...

Talkin’ ’bout an evolution

With the environment changing, there’s a need for creative agencies to take a long, hard look at how they will confront the challenges ahead? Like it or not, we’ve entered...

Daring to be different

If pharma needs to be more rigorous about defining its market insights, recognising opportunities and executing its ‘big idea’, what else gives our best-known consumer brands the leading edge? The...

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Creating a digital campaign

Are your stakeholders still stuck on rhetoric – playing the waiting game before committing fully to an online presence? Skilfully interacting with a target audience simply means a change of...

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Digital: tactics first, strategy later?

Pharma's spend on digital continues to grow at 20 per cent per year, according to an annual survey of the digital landscape, yet still only accounts for 7 per cent...

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