August 30, 2010 » How NOT to Build an Unbranded Website

There’s a fundamental rule in marketing drug products: if you share positive information about your brand you also need to share the negative. This rule applies equally to branded sites as well as to unbranded or disease awareness sites in which there is a significant discussion of treatment class and products.
In February 2004, the US

August 12, 2010 » Novartis’s Most Recent Letter: Social Media—Facebook—is the Channel Not the Issue

So at this point most folks have heard about the Novartis letter regarding the Tasigna.com Facebook Share feature; in the event that you didn’t, here is what happened:

On July 29, 2010 the FDA issued a warning letter to Novartis for the Facebook share button and sharebar on the Tasigna product website – both consumer and HCP sides. The issue was that when a user clicked the share button, it displayed a post on the user’s Facebook wall. The post was a statement (that varied by page) that typically included the brand name and the indication. It was a brief statement with a link to the website, so of course it did not include fair balance. Further, language within the statement used on some of the pages used superiority language that FDA had previously told them not to use.

July 22, 2010 » Compass Healthcare Communications Changes Its Name to Compass Healthcare Marketers

New Name Reflects Greater Breadth of Agency Solutions

PRINCETON, N.J., July 22, 2010 — Compass Healthcare Communications announced today that it has changed its name to Compass Healthcare Marketers.

April 27, 2010 » Branding: What is Brand?

NIKE. Coke. Budweiser. What do these powerful brands have in common? Each is a single entity that lives in the minds of its target audience(s). Each captures qualities both rational and emotive.

At Compass, we believe that a brand is not a benefit, a formula, a name, or a logo. A brand is a contract with your targets.

January 29, 2010 » Innovation Labs Recap > HCP RM: The New Industry Buzzword?

Everywhere in the industry these days, you hear talk about Healthcare Professional Relationship Marketing (HCP RM), Non-personal Promotion (NPP), and Channel Preference Marketing (CRM). Nearly every company has these programs on their “to do” list, but few are actually implementing them. Why is this? On November 4, 2009, Compass Healthcare Communications hosted its Innovation Lab Series workshop in Princeton, assembling a team of participants and expert panelists to discuss this very topic.

December 21, 2009 » HCP RM: Ensuring HCP Adoption

As you design and roll out your RM program it is essential to recognize the behaviors and needs of each segment to whom you are reaching. Remember different people like to learn via different channels. Some like the interaction of a face to face visit, some like to use the phone, others still like the

December 17, 2009 » HCP RM: 3 Tips To Ensure Internal Adoption

Abandon political silos. Beware the turf battles that may ensue, although this may be easier said than done.  Chances are, a lot of hands will be touching your RM program, and there will be many interested, affected and