process

How to upgrade pharma brand planning for a multichannel world

It’s brand-planning season in the pharmaceutical industry and therefore a useful time to reflect on how this foundational process can be enhanced to better serve us to deliver on the promises of “customer-centric” and “multichannel” communications. 

Here’s a look at the common problems that occur during brand planning, and also some helpful solutions.

Recognising risk in project management

Most of us want to work on projects that make a difference. So we have to deal with risk.

Project managers talk a lot about risk. They prepare risk registers. They analyse impacts and probabilities. They define strategies to mitigate risks.

Then they do nothing.

Vistaprint: too much cross-sell or just enough conversion?

Vistaprint has an interesting order and checkout process. There is lots of cross-sell and a decent amount of persuasion tactics used.

A few years ago, the website was all sorts of wrong, as Graham Charlton detailed, beaten only by GoDaddy.

Things have moved on and I must say that I don’t think it’s too complicated any more. There are a number of steps to the order process and to the checkout process but that was to be expected when designing a customised t-shirt (my chosen product).

Cross-sell and upsell is now presented on pages where I already feel assured the design process is going well.

Mainly there was a lot of clear information and some fairly persuasive copy and design techniques which I think has been judged correctly.

However, the company must be careful to keep cross-sell relevant. After being offered similar products, stationery and the like, I was then offered website builds and marketing services. This felt wrong and made me think the process might become more tiresome. If I was busier, I could have abandoned at this point.

See what you think of each stage of the order process..

Four proven steps to boost your online testing

Many businesses have dipped their toes into the world of online testing, and sometimes expectations of high returns from simple tests can outweigh reality.

The truth is that there are genuine and continuous benefits to be had, but you should think outside the box to drive real change.

20 badass iPhone apps for the boss

Yesterday our CEO Ashley Friedlein finally did the honourable thing and bought an iPhone. Already his world has measurably improved.

We asked our Twitter followers to suggest the apps that he should download. In particular we wanted ideas on apps relating to productivity, workflow, as well as the internet industry more broadly. Some are more boss-like than others, but they’re all great apps.

Here’s what you (and I) came up with. Images link to the iTunes Store, should you wish to download them.