Green lighting a project means to approve it to proceed either to the next level or to completion. You can green light a company to give you a bid or green light an agency to produce your next print campaign. But before you get heady with the sense of impending completion, closure, and other dreams [...]

The Food & Drug Administration (FDA) oversees product labeling, which more and more includes patient-facing materials like patient manuals or handbooks or guides for patients to use. The FDA requires that patient materials be “readable.” To them, this means more than just ink-on-paper or pixels-on-screen. It means that the content must be assessed to determine [...]

Medical marketing, as you knew it, is dead. Unless you were literally were born yesterday, all of the rules have changed. It’s not just the media that are new, it’s the whole approach. In case you haven’t noticed it, people do things differently than they did even five years ago and vastly differently from the [...]

There are lots of things you know about your business, and that’s great. You’re the expert. But when it comes to marketing your business, unless you were literally born yesterday, you are probably suffering from a condition I call “conventional wisdom.” Conventional wisdom sounds good, but it is usually not true. Here are some examples. [...]