Learn how to build a better business and live a happier life, with the two guests on this week’s episode of MATE. Joel Gerschman (business coach) and Howard Finger (businessman) are the authors of a new book called, ‘The Mindful Entrepreneur’. Their book teaches business owners how to grow their business, and build systems and processes to make it successful. Their advice also helps business owners with tips on how to cope with the stress of running a company and deal with unforeseen challenges. Plus, we take a behind-the-scenes look at the process of creating their book.
Vince Parry is one of the world’s leading experts on pharmaceutical branding and marketing. With over 30 years’ experience in the industry, Vince was instrumental in bringing brands like Lipitor, Botox, Colgate and Dove to a wider audience. In this fascinating discussion, we cover: why healthcare goods need a different marketing approach to consumer goods; how to brand products which customers need prescriptions to buy; and the crazy tests a drug name needs to go through before being approved by the FDA/EMA. We also discuss Viagra, Botox, medical marijuana, hair regrowth and … explosive diarrhoea. 😬
How marketing and branding healthcare products differs from consumer goods and services
The 3-year pre-planning timeframe required to launch a healthcare product
The influence of a doctor’s recommendation to patients
Brand awareness in healthcare must consider many audiences, including: doctors, patients and caregivers.
Lifestyle brands in healthcare include: Viagra (for impotence) and Propecia (for baldness).
Is the negative public perception of the pharmaceutical industry justified?
The legalities and liabilities of making claims in healthcare advertising
Private label brands—i.e. store brands—are flooding the market due to drug patents expiring.
The enormous costs involved in bringing a pharmaceutical product to market
Can Silicon Valley can revolutionise the healthcare industry with services like the Lemonaid Health app.
Which brand would be better suited to disrupt the healthcare industry: Amazon or Nike?
Medical marijuana … the myths, the USA’s state-by-state legislation, the huge clinical benefits of THC and CBD for epilepsy and MS sufferers, the already-evolving industry and Vince’s own experience launching a medical marijuana brand in New York.
The fascinating list of rules, regulations and guidelines which companies must follow when naming pharmaceutical brands.
Failures and success stories in the healthcare industry
Sarah Cooper is the author of the viral infographic: 10 Tricks to Appear Smart in Meetings. In this episode of MATE, learn how Sarah parlayed her viral post into a three-book deal! We also discuss the business of comedy, the economics of being an author and why she failed as an actor. Sarah’s work has appeared in The Washington Post, Fast Company, Business Insider and Huffington Post. Oh, and Sarah also reveals how a job working at Google became her “backup career”!
Life as a comedian and an author
What Sarah learned working in digital interface design for Yahoo!
The struggle of trying to earn a living as a stand-up comic
How Sarah’s backup job at Google transpired, and how it got her to her next success.
Using humour to connect with the audience when writing