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1. Introduction
2. Getting the best creativity from your ad agency
3. Why do we need creativity, what does it look like?
4. What does creativity look like?
5. What does healthcare creativity look like?
6. Your creativity or mine?
7. What about winning awards?
8. Award winning healthcare advertising: Xenical
9. Award winning healthcare advertising: Duac
10. Award winning healthcare advertising: GSK
11. Award winning healthcare advertising: Xeloda
12. Award winning healthcare advertising: Levitra
13. How do doctors react to specialist advertising? (1)
14. Great photography
15. How do doctors react to specialist advertising? (2)
16. Simple appeal, and campaignable
17. Does specialist advertising sell to doctors?
18. Real longevity and consistent brand values
19. How can prescribers learn to trust medicines? (1)
20. How can prescribers learn to trust medicines? (2)
21. Building desire within tight regulatory guidelines (1)
22. Building desire within tight regulatory guidelines (2)
23. Building desire within tight regulatory guidelines (3)
24. What do you need to optimise creativity? (1)
25. What do you need to optimise creativity? (2)
26. Competitive pitches
27. What's the fairest way to pay for creativity?
28. Content of the ideal brief: the basics
29. Content of the ideal brief: strategy and branding
30. Examples of decision criteria
31. Summary
32. Acknowledgements

Topics Covered

• Why do we need creativity
• How do doctors as healthcare professionals react to medical advertising?
• Prescribers are specifiers, so how do they learn to trust their medicines?
• How do agency creatives build desire within tight regulatory guidelines?
• What do you need to optimize creativity?

Links

Series:

• Pharmaceutical Marketing

Categories:

• Management, Leadership & Organisation
• Marketing & Sales

Talk Citation

Publication History

• Published on January 28, 2009
• Archived on February 25, 2021