Your messages constantly compete with a host of other information, bombarding your target group daily. As a result, the following rule applies: The more complicated your content, the more likely it is to end up in the slow lane of the information highway. Complex investigational compounds in particular, or emerging pipeline products with completely new mechanisms of action, need to be explained as simply as possible. And even tried and tested products have to assert themselves in these times of information overload. So, how do you move your key messages into the fast lane?
Product managers in animal health marketing are often faced with the following problem: Despite having produced extensive materials, they still fail to get their key message across to the target audience. Cleverly chosen analogies can remedy the situation. Read more