Category Archives : Forward Fast


FDA releases draft guidance on off-label communications.

The U.S. Food and Drug Administration has issued the highly anticipated draft guidance to drug makers on how they may communicate with physicians about off-label use of products. The guidance offers a number of ways that manufacturers can share truthful and non-misleading information-and still meet the FDA’s definition of being consistent with a brand’s FDA approved labeling. Examples include:             How a product performs in specific sub-groups within it’s approved patient population             Data about long term safety and efficacy of products treating a chronic condition             Updates from head to head trials with drugs for the same indication and […]


9 logo design trends for 2017

Here are the logo and branding trends that experts forecast to define 2017 Today, we gaze into the future at nine popular logo trends. From simplification to unique typography to animation, these are what we’re predicting will be hot in the new year. Broken letters Form simplification Cropping Color palette simplification Photographic textures Geometry Hand-drawn Pattern & repetition Moving parts   Read more at https://99designs.com/blog/trends/logo-trends-2017/?utm_source=Email&utm_medium=99designs&utm_campaign=promo&utm_term=20170112&utm_content=2017_01_12_DesignTrends_Existing Are you seeing the future yet? Are you seeing other trends emerge? Add your comments.      


Looking back on 2016

As I look back on 2016 I’ve realized I had a chance to apply almost all the brand innovation tools I’ve developed over the years. I was able to apply them in a variety of market, client, and brand lifecycle situations. A2U – I conducted more interviews, dyads, and focus groups than in the past several years. The findings from these awareness,, attitude and usage interviews were used to develop key findings, implications, and actions for a number of clients. StrategicGPS – the mapping of where we are to where we want to be proved valuable for many brand team […]


“The table is just the start” says OpenTable’s updated brand

Although I often share articles and industry trends from common news sources, every once in a while a more obscure piece comes across my desk that I feel compelled to share. This is a case study for the popular restaurant-reservation app, Open Table. Maybe you’ve used this app, but regardless, the case study is a terrific branding example and I thought you would appreciate it. Click the link to a PDF of the branding case study presentation from Brandfolder. opentable_casestudy_final “What began as a simple restaurant reservation service is now a transformative force in the way restaurants and customers interact. […]


Branding with sound — inspiration from “Magic Carpet Ride”

Released in September 1968, Steppenwolf’s “Magic Carpet Ride” became one of rock’s first songs to open with an extended passage of guitar distortion. The eerie prologue lasts 20 seconds and includes chugging electronic tones before dissolving into the song’s rhythmic power chords and blues-rock vocal. The such an iconic rock sound — and an unforgettable part of their brand. During a recent branding assignment, we had an opportunity to apply this concept of sound branding. When designing the campaign (which included a website, video, and interactive training CD) we kept in mind the characteristics of the logo and included a […]


How to add StrengthFinder attributes to brand personality workshops

In facilitating workshops on brand personality, we often ask participants to “ladder up” to emotional attributes and core values. Similarly, in StrategicGPS workshops, we must articulate a vision of “where we want to be” to better serve the patients, HCPs, and other stakeholders. But often the ideas are limited by the group using the same strato-words (like “confidence” or “control”) – a factor of limited time and reliance on familiarity. One technique I’ve used for new descriptions is the attribute list in StrengthFinders 2.0, the longstanding business bestseller. Create a card deck of these attributes The Facilitator can prompt classic […]


3 Ways to Be More Creative With Healthcare Advertising – by Amy Hansen

This story first appeared in the March 28 issue of Adweek magazine. Amy Hansen (@hcb_austincd) is svp and creative director at HCB Health.    Sewer inspector. Embalmer. Gastroenterologist. Tough jobs for sure. But try healthcare advertising for a week. Just try to be creative in an environment where important safety information takes up :35 of a :60 TV spot, where rules for short-form messaging run 15 pages long, where every print ad, website, banner and video must pass a rigorous risk mitigation assessment by a medical legal review team. The threat of an FDA letter looms large in the lives […]


Summary: Navigating Regulatory Expectations: Lessons Learned for Advertising and Promotion

In summary, I presented seven relevant cases and some key learnings for promotional guidance. In a new class, the mechanism of action needs to be pulled through to show that it actually made a difference in the clinical trial results. In the pharmacokinetics, we saw that a difference on label of PK performance could have promotionally relevant and competitively viable differences in dosing. In drug delivery and release, we saw that the profile of the therapeutic window could be promotional, allowed, if it were also shown to be patient-relevant in either efficacy or side effects. When we looked at dermatological […]


Case 7 “Ingredient Performance”: Navigating Regulatory Expectations: Lessons Learned for Advertising and Promotion

Now the seventh area is ingredient performance. The brand example here is a PICC line or a peripherally inserted central catheter that was in development by a major medical device company. This central catheter was made from a novel plastic compound as well as an anticoagulant coating that actually prevented clots in the patient. They had some very dramatic photographs showing side-by-side results of other catheters and the clots that actually formed around them versus this catheter that was made of the novel plastic and coating that did not have any of the blood clots. However, when it came time […]


Case 6 “Surrogate Markers”: Navigating Regulatory Expectations: Lessons Learned for Advertising and Promotion

Now let’s take a look at the sixth case, surrogate cardiovascular markers. The brand examples I share here are Advicor, which was a combination statin and niacin for the reduction of cholesterol and other related lipid components. In addition, Enkaid was a class 1-C antiarrhythmic. Now, in the case of both Advicor and Enkaid, we were able to promote that they reduced surrogate markers of cardiovascular disease, but not necessarily reducing the end results of those diseases. Let me explain. Advicor could be shown to reduce total cholesterol, reduce triglycerides, and reduce LDL cholesterol, as well as increasing the HDL. […]