28 Ma r ch 20 08 VIEW on Advertising ONDEMAND COMMUNICATIONS L et’s face it, everything in the medical com munications world is in flux. Digital commu nications are more immediate, more pervasive, and more viral. Patients and legislators are demanding immediate release of clinical trial results, doctors are under more and more scrutiny, and bloggers have control of the brand messaging. How is a marketer to manage brand integrity in this world of imme diate action and reaction? Can marketers have have some control of their brands, or they we completely at the mercy of the new universe? It’s a messy world out there, but someone has to step up and take responsible control. A New Era Enter the new era of brand experience.While consis tent communications over time is still part of the overall mix, it’s now about inserting the message into the spaces where people already go so it becomes a part of their world. It’s not about advertising anymore. It’s about connect ing. Connecting with people when they are looking for answers. Connecting with individuals who have a problem they don’t know how to solve. Connecting with HCPs about how your product fits into their world.The strate gy is to think about every interaction point with the brand and to create an experience that will have directional impact at each interaction. It’s about speaking to each of a brand’s audience members when they are listening, speaking to them in the tone of voice they want to hear, providing them with the information they are seeking, and helping them navigate through the system. And because marketers never know exactly where consumers might find their brand, it’s about consistency in messaging across all the channels, all the media, all the world, all the time. In this era of immediacy, the connection has to be made in a way that allows each communication to build on the previous one in “bytes.” Taking a Team Approach It takes a team comprising multidisciplinary and cul turally diverse backgrounds to think the industry out of crisis mode and think it into responsible brand experi ence. Who are these people? They are lateral thinkers who will ask: “What will it take to make the impossible highly probable?” They think outside the brand, inside a new brand dimension, and through every issue surround ing it.The team’s mission should be to develop bold, fresh new ways to look at challenges and realize more than the sum of the parts. It is at the intersection of different disci plines that innovation occurs.Their solutions are not boil erplate, so you do not ask, “Who has done that before and what was the ROI?” It’s about harnessing powerful, energizing ideas to find more inside your brand. By aligning all of a brand’s promotional offerings, whether digital or print, patient or professional, advertising or informational, personal or nonpersonal, global or local, marketers can create cohesive brand experiences that speak to audiences wherever and whenever they choose. # S&H is the world’s largest, most strategically connected, creatively recognized healthcare communications network, with offices covering more than 90% of the global healthcare market needs. S&H has a stellar 65year record of accelerating the performance of brands that move markets locally, regionally and globally. Connecting Your Brand in an OnDemand World Daria Blackwell Managing Partner Paul Giroux Managing Partner Larry Lannino Managing Partner The strategy is to think about every interaction point with the brand and to create an experience that will have directional impact at each interaction. S&H New York 0308 PVV VIEW Proofs 3/19/08 6:19 PM Page 28 There are a lot of other brands out there, all trying to reach the same destination. You need a competitive edge, something that will get your brand ahead of the rest. At S&H, we understand that branding is not just about logos or icons or colors. It’s about consistency of message throughout the life cycle of a product and across all the communications disciplines. So your target audience will really connect with your brand. Make sure your brand fulfills your aims. Contact Louisa Holland at 2126143838 or [email protected]. www.sudler.com Better connect with your target audiences. C M Y K LithoArt, Inc. 212 242 7650 E 4 Tf 8003051a 03.04.08 150 Q1 Q2 BLEED: 9.75″ BLEED: 11.75″ TRIM: 9.5″ TRIM: 11.5″ LIVE: 8.75″ LIVE: 10.75″ JOB#: Q82051D PROOF#: 1 CLIENT: S&H DESC: Pharmavoice Ad Color: 4C AD: GD TRAFFIC: SC OPERATOR: TC GALLEY#: 1 DATE: 3/4/08 1:23 PM CREATED: 2/28/08 5:02 PM FONTS: Adobe Caslon Pro, Adobe Caslon Pro Bold IMAGES: Sudler_vertical_tag_4C.eps @ 78.3%*, 82051D_SH_amper sand_72% blK.eps @ 17.9%, 82051_D_fn.tif @ 100% NOTES: DOC PATH: Macintosh HD:Users:capudert:Work:GNL_GNL _Q82051D_JA_D01:GNL_GNL_Q8 2051D_JA_D01.qxd DOC SIZE: 11.75″ x 13.75″ PRINT SCALE: 100%
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