Posts by lifewd
No More Dancing Patients?
What’s going to happen to healthcare marketing if direct-to-consumer (DTC) advertising of prescription drugs is banned? Most people won’t miss those commercials with patients dancing or jingles about how great life is when you take this new drug. Advertisers will switch to symptom education, and doctors will regain greater influence over prescribing decisions since patients…
Read MoreWhat The Marlboro Man Knew About Branding
Leo Burnett, a legendary American adman, revolutionized the advertising industry. His agency was the creative force behind some of the most iconic advertising characters and campaigns, including the Marlboro Man, Tony the Tiger, and the Keebler Elves. Leo was long gone when I joined Leo Burnett as an art director. Still, you couldn’t work at…
Read MoreThe 13 Seconds Rule
Timely rules for digital copy. We have the brief. We probably helped write it. It has all the stuff, the objective, the key copy points, the call to action, timing and budget. Great! But will people understand it? We put a stopwatch on copy. 15 seconds max, people can only concentrate so long, and not…
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