Bringing the Customer Journey to Life

Posted by Erika Papaccioli. on Thu, Jan 16, 2020

Leslie Happas Norton and Giulia Lopomo co-wrote this blog post with Erika Papaccioli.

Great marketing is about establishing value for the customer and, ultimately, changing behavior. It’s a goal that requires a firm grounding in customer insight, which ultimately fuels memorable, impactful brand campaigns. A good example of this is the recent Chantix campaign featuring celebrity spokesperson Ray Liotta. Born out of the insight that it’s believed to be a sign of weakness to reach out for help quitting smoking, the ads juxtapose “tough guy” Liotta with the need for Chantix—showing smokers that they don’t have to quit on their own.


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Mastering the Emotional Side of Oncology Marketing

Posted by Maria Whitman on Thu, Jan 07, 2016

There was a time when clinical evidence—primarily efficacy, tolerability and safety—could be counted on as the most predictable basis for oncology treatment decisions. However, in recent years, my clients and I have seen non-clinical factors become increasingly important to oncologists.


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