![\"Creative](\"http:\/\/www.rx-edge.com\/blog\/wp-content\/uploads\/2015\/04\/Creative-painting-tool.jpg\")
I read a large number of pharmaceutical trade publications, and feel like I learn something new every month when the latest editions come out.\u00a0 These are the resources I turn to for new product updates, the latest news in the regulatory landscape, industry trends, current advancements in healthcare technology, inspirations from award-willing advertising efforts and a multitude of other information insights.<\/p>\n
Perspectives from people in seemingly every pharma industry walk of life are typically highlighted, from R&D and market research to brand management and healthcare providers.\u00a0 But in all these years of ardent perusal, I don\u2019t think I\u2019ve ever heard directly from the \u201ccreative side\u201d \u2013 meaning the people whose job it is to bring important brand messages to life.\u00a0 That changed in the March issue of PharmaVOICE, when some of the industry\u2019s top creative experts got their time in the limelight.\u00a0 In Creative Directors\u2019 Secrets to Success<\/a>, they shared their views on cultivating \u2013 and delivering \u2212 effective ideas in multiple consumer channels.\u00a0 The challenges are many, but so are the rewards of developing great campaigns for pharma brands.<\/p>\n A featured contributor to the article is our own design director Julie Hogrefe, who has crafted Solutions at the Shelf\u2122 programs for our clients in multiple categories.\u00a0 Targeting, relevance, and education are the elements that make any consumer campaign work, and delivering the message in the pharmacy channel is no different. Julie shared her views on what makes for effective creative in the aisles of the pharmacy, and the importance of also taking into consideration the retailer\u2019s set of conditions and opinions.<\/p>\n So what is the most important thing to think about when you\u2019re developing a program that will be delivered in the aisles of the pharmacy?\u00a0 Remember that in the pharmacy, you\u2019re reaching people during the Mindset Moment\u2122, when they are are thinking about their health and seeking information.\u00a0 So adapt your communications accordingly. \u00a0Mention the particular condition.\u00a0 Call attention to symptoms. \u00a0Give people a reason to take action.\u00a0 \u00a0\u00a0<\/strong><\/p>\n