The Phuture of Pharmaceutical Advertising

Posted by Adam Uhrynowski, 16 May 2012

Think of the last pharmaceutical commercial you saw. It probably involved scenes of nature: people doing normal things like sitting in bathtubs on a hilltop and walking on the beach. But what was the name of the drug it was advertising? You can’t remember, can you? That’s because 99 percent of the pharma commercials created are exactly the same, and they all blend into a soft-focus, elevator-music-tinged, generic pile of boredom.

This unending cycle of mediocrity can be prevented. I’ll take a look at a typical pharma commercial and then give it a makeover, as well as give you tips for making sure your pharmaceutical brand stands out. You should, of course, consult your marketing agency before making these changes.

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Have Conversations Left Blogging?

Posted by Jon Thomas, 09 May 2012

Since the advent of the Internet, blogs have provided the masses with a way to publish content. By the early 2000s, brands were catching on to the benefits of blogging, and those who embraced this new type of content marketing were seen as being ahead of the social-media curve.

Not only did blogs help businesses rank better for SEO, they also permitted customers and brands to have meaningful dialogue. In early 2006, noted tech gurus Robert Scoble and Shel Israel wrote about the power of blogs to “humanize communication, bringing companies and their constituencies together in a way that improves both image and bottom line” in their book Naked Conversations.

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Ten Brands Doing Post-Advertising Right

Ten Brands Doing Post-Advertising Right: Spring Edition

Posted by Jon Thomas, 02 May 2012

Every once in a while, the editorial team at Post-Advertising is so impressed by a brand’s work that we share it with each other. Just the fact that we enjoyed the content so much that we were compelled to share it with the rest of our team proves that it’s worthy of a post-advertising nod.

But since we’ve focused this blog on topics that educate our readers, we’ve spent less time sharing the great work we’ve found with all of you. Last September we decided to feature 10 brands that impressed us with their content marketing and brand storytelling efforts. But as we see more brands embracing post-advertising, we realized that we should start doing our list more often.

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Adios, Middleman: The Rise of Direct-to-Consumer Platforms

Posted by Luke Dringoli, 25 Apr 2012

Turning a great idea into a reality is getting easier by the minute. Small businesses and individuals can pitch, barter and sell straight to the masses. The audience is connected directly to the creator, sans middleman. With the help of platforms like Kickstarter, Kiva and Etsy, funding any number of projects has become a democratic, and virtually seamless, process. More and more the crowd is enabling individuals to make great things happen. If this is the marketplace of the future, how do already established brands fit in? Let’s delve deeper.

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