Services - All this is what we can do for you
What drink do you associate with the colour red? Products and services are relatively easy to copy but a strong brand is unique.
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Are you looking to reinforce the company's image? Or launch a product? Does your brand need a helping hand to move forward?
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What is it that makes certain packagings stand out on the shelves? What is it that makes a brochure easy to read and more interesting?
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Did your target group find your website? Did you know that 70% of people today surf using their mobile? Is your website adapted to mobile devices?
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You should be involved in influencing how the company or the product is presented. Would you like to know how?
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Would you like to know what is being said about your company in the social world? What reason is there for investing in social media? What approach should be adopted?
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A good English text is seldom as good in translation. Why is this? Is it a shortage of words? Or is it something else?
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Brand Management & Consulting Services
Nowadays, products and services are relatively easy to copy but a strong brand is unique. The brand is the deciding factor in customer choice.
This concept has undergone major changes. In the past, a brand was largely synonymous with a logotype. Visual attributes, such as colour and font, as well as packaging and advertising products were the primary means employed when building up a brand. Today, a brand is something that is experienced by the recipient. The task nowadays is to present a convincing image of your company and live up to expectations. The brand is a result of what you do, not what you say. Subjective and emotional values are crucial when it comes to the product or service that customers, co-workers and stakeholders choose. The work surrounding this requires motivation, commitment and persistence.
Brand development is an ongoing process based on good insight into the current situation, coupled with a platform and a strategy. From that point, communication can gather momentum. Communication aimed at building up a brand means choosing the correct channels and tone although it also involves actions (e.g. rapid service), activities (dialogue, debate, competitions) and communication by others.
As the media landscape changes it is no longer possible to rely on traditional advertising initiatives and information through one-way communication. Market communication is no longer one directional. Consumers purchase the product and then talk to each other on Twitter, Facebook and other forums. These are platforms over which the company has very little control. This new way of thinking emphasises customer power in relation to the company and it is vital, when necessary, to be present at any time, in any place and in the best way possible. It is vital to reach out with the relevant content, carefully adapted to the person, place and time.
Brand work in the medical sector is governed by special rules. At Lindh & Partners we help you to decide which strategies are profitable and support your brand.
Examples of our offer within Brand Management & Consulting Services:
- Brand platform and strategy
- Communication concept
- Choice of message, target group and communicators
- External monitoring, market surveys and situation analysis
- Graphic profile manual
In brief, the concept involves developing a solution for how the features of a drug or a product are expressed in words and images, the result being the way communication takes place with the market. For this reason, it is often called a communicative concept.
There is a whole range of factors that influence how a drug can be presented successfully. A carefully considered brief from the customer based on a SWOT and competitor analysis, together with a market survey, form a good foundation when the advertising agency needs to develop or change a concept. The more detailed and 'honest' these analyses are – bearing in mind the situation on the market in which the companies are working – the greater the potential for the product to achieve sales success.
It is then up to the advertising agency to produce the expertise and understanding to handle this information in a way that the communicative concept remains viable in the light of the sales and marketing regulations in the country in question. This concept forms a good basis for successful brand enhancement in the manner defined by the company.
The working groups at Lindh & Partners have an ideal blend of expertise to handle communication with defined target groups and the drug itself. This means that we adopt different approaches when we work with concept development. Imaginative, strategic copywriters who are doctors or who have medical training can immerse themselves in how the drug fits into the context as a whole in a way that a person without medical training would not be able to do. A resourceful, strategic individual with an abundance of ideas and knowledge of the industry then interprets the surveys, reads between the lines and takes into account the customer's financial resources when creating an overall picture of the situation. When these two extremes in the creative process meet innovative people trained in consumer advertising and B2B, strong communicative concepts emerge.
From the creative concept that evolves, we can develop ideas about how different units will appear in terms of form and content in order to be efficient bearers of the message in different situations.
Design Services & Production
What you see is what you get. An old saying maybe but an accurate way of describing how you think when, as a consumer, you encounter different forms of marketing. As a company it is important that everyone knows who you are, what you can do and what you represent. However, you don't have an unlimited number of opportunities to put this across – often just one. How you package yourself and your products reflects how you preserve and uphold your brand, your visions and what you are seeking to achieve.
Standing out, being different and distinguishing yourself from your competitors are vital and perhaps particularly so for companies in the pharmaceutical and healthcare sectors. There are numerous companies working with the same indications and many, at least viewed from the outside, with very similar products. One way of profiling yourself is of course through clear, carefully considered strategies. In addition, an equally clear and creative graphic profile is required that permeates all the material.
This must of course harmonise with what you wish to mediate and what you are like as a company. A doctor must know what makes your particular product unique and stand out from the mass. Delegates at a congress listening to interesting and inspiring lectures about new findings should know where the information is coming from. This is where your marketing material is fundamental. Regardless of whether you have worked on it from the very beginning or whether you have received a finished concept from head office, a positive response is essential.
Lindh & Partners have helped companies for over a decade to formulate creative and sustainable company and product identities, both from scratch and based on ready-made core concepts. We can do the same for you.
Examples of our offer within Design Services & Production:
- Creation of modern, genuine corporate identities
- Logotypes, letterheads and business cards
- Design and text/content for brochures, folders, websites and direct advertising
- Development of claims, taglines, keywords, company names, product names
Web Development & Digital Communication
Some 90% of the Swedish population (16-74 years) use the Internet at least once a week. The rate of growth has been remarkable and it the potential would appear to be infinite. New technology seems to be arriving at an incredible rate – you just about become acquainted with one phenomenon before the next makes its entrance. As a company, it is vital to maintain a presence in the digital world. To achieve the desired results on the web, it is to establish clear objectives and have a concrete strategy that takes into account the rules and regulations governing marketing of pharmaceuticals. This is something that we work with on a daily basis.
Attractive websites and apps can be created but will the target group find them? It may be possible to put across the perfect message but will anyone be listening? Do you know where your target groups are on the net? We make use of analyses and investigations to determine which lines of communication work to suit your specific purposes. We also ensure that there is a carefully considered media plan in place to control the creative process. The right message in the right place at the right time.
The needs of the target group are the starting point for a digital investment. Our campaigns and web solutions are designed to provide answers and added value. We seek out innovative solutions to create digital campaigns that have the desired outcome in terms of impact and creativity. Campaigns that inspire directly but at the same time remain sustainable. Clarity and functionality are further key words that guide us in our work.
Digital communication involves building up relationships. Transparency, compliance and integrity are essential concepts at these new meeting points. Users nowadays have enormous potential for interactivity and dialogue. Once a website has been built, it needs to be maintained. In effect, this is where the work actually begins. Anyone who wants to be successful needs to develop continuously. We therefore measure the results of the activities you invest in and optimise them in the face of new challenges.
RWD, SEO, QR and other Greek...
New channels and alphabetical combinations emerge and either become established or disappear. We are interested and inquisitive by nature and we are specialised in implementing those elements of what is new that could be of benefit to you and your customers.
Ahead of the field
QR codes and applications have been around for a few years now. If we were to boast a little, we could say that Lindh & Partners was one of the first agencies to use QR codes and build apps for iPad.
We guide you along the right path
Lindh & Partners can help you to develop websites, mobile phone solutions, apps, QR codes and safe establishment within social media. We can conduct usability studies, keyword optimisation, analyses and statistical measurements. The tone and user-friendliness are central elements on which we refuse to compromise. Our medical copywriters and art directors work together with some of the best Swedish web developers to provide you with a customised solution.
Public relations exist to ensure that your company is perceived as being positive and gives a good impression to the general public and your customers. Everything your company has and does creates an image of the company, its services and its products in the eyes of others. PR communicates editorially – often via an independent third party (such as journalists, news editors, and bloggers). This means that a PR message must have general interest and PR activities must have news value.
PR activities – how, where, when, who, why?
Health is a highly interesting and widely covered area. This could be both an advantage and an obstacle when it comes to PR activities. Traditional editorial departments are presented with a great deal of information. By doing something that is unexpected and which has a sufficiently interesting message there is greater potential for reaching out successfully.
The first and most important question you and your company need to ask is whether the message is of interest to the general public or simply to the company. You must also be able to state what the purpose and aim are and how much you are willing to invest in the PR activity.
Do you want to make an impact across the board or just locally? What is the best: an event, press conference, an article in a newspaper or on the Internet, a discussion article, a television spot or a press release? These are just some of the questions that you and your colleagues need to ask yourselves before a project can begin. This is where the PR agency comes in and to generate synergy effects between PR and marketing activities it is valuable if the advertising agency can also be involved.
An activity could, for example, be a patient association or some other stakeholder association that has an event at a particular location and which could be of interest to the local media. A form of therapy or pharmaceutical treatment that has been written about in the media could lead to a discussion article on the national or local level. One new, pioneering drug launch could generate a battery of activities whilst another drug launch could result in just a press release.
Safe navigation of your investment in social media
Social media are platforms where the user not only accesses content but also shares and creates the content. The focus is on interaction, which distinguishes these forms of media from the old-style, one-way communication or 'printing press'.
Social media is a rapidly growing area that is still only at the beginning of its development. Through new technology, information about diseases and drugs has become more accessible and healthcare personnel are encountering more well-informed patients and care providers. Companies must be keen to ensure that the information available is correct and that the pharmaceutical industry, associations and healthcare personnel provide a consistent picture of diseases and forms of treatment. Creating a good relationship with patient groups and organisations will be of crucial significance in the future and these groups must be handled correctly. A well-informed patient who takes a drug as prescribed has greater potential to become a satisfied patient. Transparency is a further watchword that can instil greater confidence in an industry that is still struggling to overcome its poor reputation.
How do you begin?
As a company, you want to be part of digital development but in the social media ocean the waves are high and the winds unpredictable. There are many questions: Why invest in social media? What approach should be adopted? What is the aim?
At Lindh & Partners, we can help with your investment in this area. This covers everything from informing you about the different platforms to the way they can be used and how they could be relevant for you. We can listen to what is being said on the social networks on your behalf and based on the results provide you with tips about how you can/ought to act. We can help you to establish a social media strategy and guide you in how to should work in this area. At the same time, we can demonstrate what the different strategies mean for your company in-house (work contribution, responsibility etc.). We are well acquainted with the Swedish LIF rules and we can decide which initiatives are suitable as opposed to those that could in effect harm your brand. We have knowledge of the approaches that can be adopted and how you establish and maintain a presence in the social network. Depending on your product or service, we create a solution that suits your needs.
Examples of social media services:
- Strategic planning
- Social listening
- Development of mobile apps
- Establishment and running of medical forums
- Viral marketing
Medical content and translation
Knowledge – adequate and correct information – is always important and it could be especially so for your customers. It is also important to understand the starting point, challenges and driving forces of the customer, who is frequently a doctor. For this reason, Lindh & Partners use medical copywriters. Medical copywriters write texts with medical content and they are doctors or researchers with a PhD. In-depth, broad-based medical knowledge is an asset in the creation of concepts, texts and visual solutions directed at your target groups. The totality, that everything should work together, is a prerequisite for credible, effective communication. We ensure that this is what it does – in everything from the scientific foundation and clinical relevance to graphs and handling of references.
From Lindh & Partners to global
A large number of our assignments are intended for international markets. We of course work in English and write English texts in close collaboration with English copywriters and language processing experts.
Global to local
Translation is an efficient means of communicating successfully with a large number of people. Marketing material produced centrally and destined for use in several countries must comply with strict quality requirements when texts are processed for the different languages. It should not be like the whispering game, where parts of the message disappear or change in the process. We therefore make use of translators who, apart from a distinct feeling for the language, have medical training and knowledge of the regulations in each country and always have the target language as their native language. Lindh & Partners have well-established routines for running Nordic projects.
Translation with a twist
Let us assume that as a customer you have documentation in English without any particular faults. You want to use the text but don't want it translated literally. This could involve changing the tone, adapting the text to Swedish conditions, simplifying or going into greater depth. This is where we can help you. We call it creative translation.
Examples of our offer within Medical Content & Translation:
- A medical copywriter reworks English texts into Swedish and adapts them to the prevailing rules and regulations
- Texts in the Nordic languages are adapted to the language norms and the country by medically trained translators.
What distinguishes medical marketing from other forms of marketing? The answer is twofold: Not a lot and a great deal. In both cases, it comes down to the target group you are communicating with, the rules you need to comply with and the ideal way to reach and integrate with your target group. At the same time, it is in these areas in particular that medical marketing is different.
The target groups in medical marketing are mainly healthcare personnel, patients and, in certain cases, key decision-makers. Three groups with completely different backgrounds, some overlapping but with different starting points in relation to the product that is being marketed. What is the target group you are seeking to reach?
Marketing of medical products is governed by extensive rules and regulations. It is vital to be aware of the limits and remain within the framework but without losing creativity. We are aware of this and we know how to act.
We have attended the IMA course and we remain constantly up to date on changes in current rules and regulations.
When we develop new concepts and campaigns, we maintain close contact with specialists in the ethical rules that govern the pharmaceutical industry to ensure we remain on the right side of the line. As we often produce material for the Nordic markets, we have good insight into the rules that apply in our neighbouring countries. Even there we have established contact with specialists in the rules and regulations in force in each country.
Marketing is not about putting across your message to as many people as possible but reaching the right people and knowing how they will receive the message you are trying to mediate. The best way of succeeding is through realisation of what you are seeking to achieve and being able to communicate based on the individual's experience and forms of expression.
Lindh & Partners provide marketing that lives up to the strict requirements of our customers and their customers and to assure this we use medical copywriters. At Lindh & Partners, we define a medical copywriter as a trained doctor or a researcher with a PhD who is also a journalist and copywriter with a creative and communicative vein. A medical copywriter not only writes texts with medical content but also seeks support in scientific articles in order to consolidate the message. With deep, broad-based medical knowledge, a medical copywriter can become quickly immersed in new subjects and understand the underlying mechanisms that govern the way medical products work and how diseases affect patients.
This is of major benefit to the creative process as it is possible to deal with the drug or medical product in greater depth very quickly and, based on the facts, take part in developing concepts that are creative, have a solid scientific foundation and mediate credibility. This saves time both for the customer and for us. We frequently hear from our customers that we are an immense source of support and take a great deal of pressure off them in their work.
Today there are many different agencies that decide how and if a drug can be prescribed or a surgical procedure can be implemented. Doctors, nurses and other healthcare staff are of course vitally important when it comes to reaching out and informing although they are also equally important in confirming the value of the product among those who are in charge of finances as well as politicians and other decision-makers. Often the recipient is a layperson and yet could sometimes be knowledgeable within a specific area.
The collective expertise at Lindh & Partners brings together extensive experience of the pharmaceutical industry and familiarity with strategic arrangements for pharmaceutical implementation of this nature. It is of course a great help to our customers when strategies and materials used for contact with public agencies and pharmaceutical committees need to be formulated and implemented.
Being a patient today is very different from what it was 15 years ago. The development of the Internet and social media has made it considerably easier for a patient to read up on a condition that has been diagnosed or is suspected. It is simple to find information about different forms of treatment that have been prescribed to you or your relatives. Without the correct background knowledge, however, it could be difficult for people to find their way through the enormous mass of data available and to filter out the most important and correct information. This is where they could need a little help.
The key to describing something simply and clearly involves having sufficient knowledge about the subject so that you know the level you should aim for in order to achieve maximum understanding. This is something a medical copywriter can do. Not only because he or she has greater medical knowledge, but also because of their experience in teaching, lecturing and presenting data in different situations and to different audiences.
Doctors and other healthcare personnel are special in the sense that the drug or the medical product that is being marketed to them will not be used by them personally but will be prescribed to a patient. They therefore have the responsibility of making well-founded decisions – decisions that are crucial to the patient's well-being and in certain cases their survival. This also makes demands on the marketing, which needs to be informative and trustworthy but at the same time highlights the value of the treatment for the patients.
As our medical copywriters also have a solid medical background and are used to reading and examining scientific articles critically, they can acquire a deeper understanding of the product that is to be marketed. This will in turn provide good preconditions for a positive response to the marketing among doctors.
In-house marketing is just as important as external marketing. Ensuring that everyone in the team, or throughout the whole company, can feel involved and be key players is important to the ultimate success of the drug and the company. If there is a strategy in place for everyone to work to, it is vital that each person is aware of this strategy and receives full support. If you succeed in persuading co-workers to feel it is enjoyable and interesting to work with the drug they will pass on this feeling to the customers. It is not only your customers that deserve carefully considered campaigns and creative solutions – you also deserve the same in-house. Lindh & Partners can help you with exciting, innovative material that will inspire and enthuse your team.