posted by:
Greg Kirsch
at 11:00 AM
December 20, 2011
I go up and down the toy aisle looking for just the right gift. I pause in front of the doll section. She wears this cute little hat every now and then—I could buy her a doll wearing a hat. No. Keep looking. As I enter the game section I ...
posted by:
Greg Kirsch
at 5:30 PM
November 30, 2011
In the advertising classic A Technique for Producing Ideas, James Webb Young lays out a systematic, five-step process to generate ideas. It begins with the gathering of raw material and eventually leads to that “eureka moment” we’ve all experienced. If creativity is the combination of disparate thoughts, concepts or ...
posted by:
Greg Kirsch
at 2:00 PM
May 23, 2011
An article in FiercePharma last fall is a study of patient experience and creativity in pharma. "Drug companies used to be focused on the molecule … now they are looking at other ways to retain value by focusing on the patient experience." The article goes on to note that pharma ...
posted by:
Greg Kirsch
at 12:00 PM
August 3, 2010
Let’s face it, people who aren’t in our industry might think pharma marketing lacks creativity, but these people probably haven’t faced the same challenges we face. Ask any copywriter or designer in the pharma industry, “What’s the most challenging part of your job?” and you’ll probably get an answer ...