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Printable Handouts
Navigable Slide Index
- Introduction
- Getting the best creativity from your ad agency
- Why do we need creativity, what does it look like?
- What does creativity look like?
- What does healthcare creativity look like?
- Your creativity or mine?
- What about winning awards?
- Award winning healthcare advertising: Xenical
- Award winning healthcare advertising: Duac
- Award winning healthcare advertising: GSK
- Award winning healthcare advertising: Xeloda
- Award winning healthcare advertising: Levitra
- How do doctors react to specialist advertising? (1)
- Great photography
- How do doctors react to specialist advertising? (2)
- Simple appeal, and campaignable
- Does specialist advertising sell to doctors?
- Real longevity and consistent brand values
- How can prescribers learn to trust medicines? (1)
- How can prescribers learn to trust medicines? (2)
- Building desire within tight regulatory guidelines (1)
- Building desire within tight regulatory guidelines (2)
- Building desire within tight regulatory guidelines (3)
- What do you need to optimise creativity? (1)
- What do you need to optimise creativity? (2)
- Competitive pitches
- What's the fairest way to pay for creativity?
- Content of the ideal brief: the basics
- Content of the ideal brief: strategy and branding
- Examples of decision criteria
- Summary
- 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?
Talk Citation
Gowers, B. (2009, January 28). Getting the most from your life sciences advertising agency: how can doctors be influenced? [Video file]. In The Biomedical & Life Sciences Collection, Henry Stewart Talks. Retrieved November 21, 2024, from https://doi.org/10.69645/TUTU6365.Export Citation (RIS)
Publication History
Financial Disclosures
- Mr. Barry Gowers has not informed HSTalks of any commercial/financial relationship that it is appropriate to disclose.
Getting the most from your life sciences advertising agency: how can doctors be influenced?
A selection of talks on Pharmaceutical Sciences
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