Backe Account Supervisor Nichole Moyer has managed many variable-content marketing efforts in the pharmaceutical and healthcare space. In this post, she shares some insights on how it all works and what she has learned along the way.
Pharmaceutical companies have significant marketing needs and operate within elaborate, highly rigid regulatory constraints. They also tend to hire large advertising agencies to support their major brands. Mike O’Hara, Backe’s VP and Management Supervisor, explains how Backe has been able to work so well with GSK, and the secrets to this long-lasting relationship.
A/B testing in email marketing: What happens when you lose your “control”? Email marketing lets you do a lot of testing – trying different strategies, lists, and creative to see which combination works best. If a particular formula outperforms others, it’s considered the “control” – until an even more effective approach knocks it off its pedestal.
Most marketers have a concrete plan for achieving their strategic communications goals. Yet, many brands overlook some of the most basic strategy questions. Malcolm Brown, Backe’s Executive Vice President, has been in account services for more than 30 years, including stints at many of the Philadelphia area’s most prominent marketing agencies. I sat down with Malcolm to ask him about his experiences and observations in working with clients.
Beyond the world of entertainment, animation and visual effects continue to have a strong impact on the way we can tell stories or make content more engaging. When done well, it can do more than just convey information but charm a cynical audience, entice someone to take action or explain an arcane concept.
Websites just keep getting prettier. And as a casual internet surfer, it’s difficult not to believe that the advances in design are something akin to magic. But there’s a lot of work going on behind the scenes to get that website magic working smoothly.