Angel Micarelli's blog
To know him is to love him. But would you take him home?
Six ways to put excitement back into your legacy brand.
Young love. There's nothing like it. Now that summer's here, I'm seeing new pairings of enamored teens pop in and out of my house. But as charming as these newly minted couples are (as they clean out the fridge and pile back into the car), they can't compare to a client in a new relationship—with a product.
Why being a pioneer isn't all it's cracked up to be.
I was chatting with a friend who's also in the medical marketing business. She reached for The Boston Globe magazine on my kitchen table and said, "Tell me what you think of this ad." It was for a major Boston hospital and said, in effect, that other hospitals are always copying them. With all due respect to the copywriter who did a fine job with the assignment given, we both felt the strategy was off. The overall effect was a little whiney. And as consumers, we thought, "Who cares?"
Does your message translate in international markets?
Sometimes less is more when gauging the right level of technical jargon to use in clients' marketing campaigns.
Seeing medical device customers in their natural habitat can be enlightening for a marketer.
I was recently treated to an unexpected hospitalization. Not exactly a fun weekend, but one with a silver lining. I had a chance to meet many of the healthcare professionals to whom I market products for my clients — nurses, physicians, specialists, phlebotomists, technicians. Being a total marketing geek, I took the opportunity to ask some questions about communications, consider their interactions with patients and generally observe these customers in their natural habitat. Here are some of my observations (oh, and by the way, I’m quite well now):
Featuring product photography front-and-center in all communications can be a very effective way to tell the brand story. Except when it’s not.
Medical device and instrumentation developers are a proud bunch. They love their products. So naturally they want to show them off. This pride translates into a desire to feature product photography front-and-center in all communications. That level of prominence is called "product as hero." And it can be a very effective way to tell the brand story.
Except when it’s not.
