Pharmaceutical advertising reaches new absurdity

Pharmaceutical advertising reaches new absurdity

Pharmaceutical Advertising Tom Dougherty, CEO – Stealing Share 11 April 2018 Pharmaceutical advertising reaches new absurdity Watching TV last night, I came across this commercial for Cosentyx, a drug to treat psoriasis from the drug company Novartis. The...
A libertarian view on the opioid crisis

A libertarian view on the opioid crisis

Opioid crisis Tom Dougherty, CEO – Stealing Share 29 March 2018 A libertarian view on the opioid crisis As a brand guy, I recognize that one of the most powerful values a brand can have is a resolution of internal mental conflicts. I know what you are thinking....
The American Biopharmaceutical Companies

The American Biopharmaceutical Companies

Go Boldly Tom Dougherty, CEO – Stealing Share 21 September 2017 Go Boldly  American Biopharmaceutical Companies Go Boldly, the marketing arm of the American Biopharmaceutical Companies, has launched a new TV campaign. It is perfect branding? It just might be....
Prevagen is Jellyfish!

Prevagen is Jellyfish!

Cleverness in advertising stinks: Prevagen Tom Dougherty, CEO – Stealing Share 17 August 2017 Prevagen gets stupid Prevagen. The perfect example of brand masturbation. Brands try to speak directly to the emotions of prospective customers. Anything that gets in...
The wasted dollars of product naming

The wasted dollars of product naming

The wasted dollars of product naming Product naming – Stop the craziness Product naming is important. But brands should hold every part of their businesses to a high standard of eliminating wasteful spending. For example, few industries are worse at spending...
Belsomra commercial hits a new high

Belsomra commercial hits a new high

Belsomra commercial hits a new high Tom Dougherty, CEO – Stealing Share 6 April 2016 Belsomra commercial hits a new high The new Belsomra commercial is amazingly emotional. Well done. The new Belsomra commercial is a sure fire winner. Belsomra has been able to...
Powerback Rehabilitation

Powerback Rehabilitation

Powerback Rehabilitation Powerback Rehabilitation Powerback Rehabilitation by Genesis HealthCare. The most important thing people want from a rehabilitation facility is to get home as soon as possible. They want their power back, so that’s what Stealing Share...

Integra

Integra LifeSciences. For surgeons, uncertainty must be limited in order for them to do their work with confidence. In a sea of blue, Stealing Share created a brand of order, simplicity and differentiation for a company who makes thousands of skus and in a myriad of...
Pharmaceutical branding. Stealing share

Pharmaceutical branding. Stealing share

Pharmaceutical branding stealing share Pharmaceutical branding should focus on parent brand   Most pharmaceutical branding fails to steal share. Pharmaceutical giants such as Pfizer, Merck, Abbott Labs, among others, have done an excellent job creating new drugs....
Brand names. The Lack of Brand Coherence in Naming

Brand names. The Lack of Brand Coherence in Naming

Brandnameitis: The Lack of Coherence in Brand Names Don’t get cute with brand names Brand names? It would be easy if all drugs fit into categories named after the seven dwarves (Sleepy, Sneezy, Dopey, Happy…etc.). Unfortunately, the brand naming strategy of new...
Medical Device Brands and Rebranding

Medical Device Brands and Rebranding

Medical Devices   Medical Device Brands    Where is the Meaning in Medical Device Brands? Medical device brands, do you make the best prosthetic hip, knee, shoulder, or fixation device in the industry? Do you make the most accurate monitoring devices? Do you make the...
Medical Device Company Marketing

Medical Device Company Marketing

The Medical Device Market Medical Device Company Marketing   Medical device company marketing must learn their lessons or repeat mistakes It is obvious that medical device company marketing is limp. Look at the global economy today. One of the few segments that seems...