Clarity Quest Marketing
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Jan 18, 2023
Top 3 healthcare graphic design trends we’ll see in 2023
Graphic design trends are fun to discuss, explore, and use if they make sense for your healthcare brand — that’s a big if. Yes, animations are cool. Know what’s not cool? Painfully slow webpage loading speeds. So unless you have a compelling reason to add that Michael Scott GIF to your website, let your design and copy do the talking. Note: For important demonstrative purposes. Nothing frivolous here. Always proceed with caution. The nature of trends is such that they tend to come and go quickly. Be sure you don’t hitch your wagon to a style that will be overused or could look dated soon after you attach your brand to it. Tons of design trend listicles are published every year. We sifted through some of them and locked into these three trends we believe will be big in 2023 and beyond. They particularly lend themselves to the healthcare tech, biotech, and pharmaceutical spaces. 1. Custom photography and renderings Over the last several years, we’ve already witnessed an inspired transition to photo-dominant designs. Global powerhouses such as Apple continue to lead the charge with their brand consistency, strong imagery, and sleek look. This next-level marketing is easier for some companies than others, depending on their products and services. Still, there are ways to be creative in industries such as SaaS and IoT, namely by using images of people to leverage emotion. For companies that sell attractive tangible goods, an emphasis on lovely, photo-dominant design is a no-brainer. There are two essential components in leveraging the full power of engaging photography: Invest in great product photographers or 3D illustrators Build your image library, whether your assets represent products, people, or places such as the office or lab 2. Creative stock image treatment Social media users and website visitors can smell a stock image a mile away. But don’t get it twisted; stock imagery is indispensable to any marketer’s toolkit. Just because an image is from a stock service doesn’t make it inherently corny or bad. It just needs love, that’s all. Thoughtful design can breathe new life into imagery that needs to be brand specific, and your prospects will take notice. I treated a stock image with our client’s brand palette and standards for this graphic to create a fresh new look. Adding depth and layers to a stock image gives it a unique look and feel. The viewer might still know it’s from a stock service, but a bit of TLC effectively tells your story. Now, a caveat: one risk in using stock images is duplicating your competitors’ choices. Be sure to thoroughly search their assets before moving forward with that perfect smiling nurse photo. 3. Animations: small, subtle, and selective Different schools of thought regarding user interface (UI), CSS, and JavaScript animations exist. Naysayers often point to short attention spans. Visitors are likely to bounce if a site takes too long to load because it’s inundated with animation for animation’s sake. Proponents, on the other hand, argue that an additional second or less will not negatively impact the user experience (UX). Here is my take: when used correctly, animations can assist with entertaining, engaging, and explaining content to potential customers in a more interactive way. My philosophy follows the three S’s. Small: Animation files should be very small in size so as not to slow your page loading speed. People aren’t going to wait for that 10MB GIF to download, especially if they are on a mobile device. There are ready-made animations via LottieFiles (an open-source animation file format), which are fluid and scalable animations at tiny file sizes. Subtle: Animations should not cause your users to get motion sickness. Keep them simple and inobtrusive, getting your point across without injecting movement for the sake of movement. Consider just having your animation cycle once on the first view, as looping animations can be overwhelming. Selective: You do not want your entire homepage filled with animations begging attention. Overpopulation will cause user eye fatigue, and people will not know where you want them to look. Save animations for the most critical sections that would benefit from some action. Would you like to have a conversation about graphic design trends and which you should consider? Whether you’re rebranding or devising a go-to-market strategy for your healthcare, life science, biotech, or pharmaceutical business, our healthcare marketing agency would love to hear from you!
Read moreJan 16, 2023
Make an impression with your logo design
Your logo is an essential part of your company’s brand identity. With one look, a logo can create a lasting impression on your customers or...
Read moreJan 10, 2023
HITMC 2023 preview: 10 years in the making
While a lot has changed in healthcare marketing over the past decade, the one constant has been the support of the HITMC community, which has grown exponentially these past few years. I cannot wait to catch up with old and new friends I’ve connected with over the years at the 10th annual Healthcare and IT Marketing Conference on January 31-February 3 in Las Vegas, Nev. Most of the time, marketers are working conferences—setting up the booth, scanning badges, coordinating media interviews, and making sure everything runs smoothly. HITMC is one of the few industry events that we healthcare marketers get to attend for our own professional development. There’s so much learning and camaraderie to be had. And speaking of … Let’s talk all things marketing and sales alignment I’m excited to share that I’m joining my colleague, Amy Oliver, Director of Marketing for digital health innovator Xealth to talk all things marketing and sales alignment. Let’s face it—even if you have a great relationship with your sales team and you’ve talked about mutual goals and SQL handoffs—it’s not real until you set it up in your marketing automation system. While your marketing campaigns are generating top-of-funnel leads, you know they aren’t ready for a call from sales. What’s a marketer to do? Join us to hear about how Xealth tackled this problem with marketing automation and set up a lead-scoring system. Be sure to check out our session: Adventures in Making Your Marketing-to-Sales Handoff a Reality with Marketing Automation Date: Thursday, February 2 at 11:30 AM Location: Breakout 2 See the full schedule of HITMC sessions for more details. Get your dose of Clarity As long-time supporters of HITMC, our healthcare IT marketing agency is honored to be a gold sponsor and host the 10th anniversary evening social on Wednesday night. Stop by the Clarity Quest table or look for me or my colleagues, Chris Slocumb, Rayna Southart, or Aaron Ogg.
Read moreJan 6, 2023
What top-performing marketing agencies do better than the rest
Top marketing agencies often follow best practices to ensure they deliver high-quality, effective marketing campaigns for their clients. I’m hearing a lot from companies frustrated with their current agency’s ability to produce quality deliverables on time and on budget. As a Chief Marketer Top 200 agency of 2023, here’s what makes working with Clarity Quest pure magic. Foster a culture that retains top talent: Clients develop relationships with their agency Account Directors and don’t want to have to continually train new faces at their agency partner. High achievers come to Clarity Quest and stay because we trust our employees and give them training and growing responsibility. Check out our Glassdoor and Clutch reviews for proof. Set clear goals and objectives: We work with clients to define specific, measurable, attainable, relevant, and time-bound (SMART) goals for their campaigns. This helps to ensure that our marketing efforts are focused and aligned with the overall business objectives. Want to grow in a new market? We have a specific campaign plan for that. Want to get acquired? We’re going to recommend a different plan than a pure growth strategy. Deliver on time: We have not missed a client deadline in over 21 years. Our clients depend on us and we take this commitment seriously. This builds trust and credibility like nothing else. Communicate clearly: We are responsive, proactive, and transparent in our communications. We get approvals and redlines in writing. Admit when we’re wrong: We acknowledge our mistakes and work quickly to fix them. Then, we put processes in place so the mistake doesn’t happen again. Precisely understand our client’s target audiences. Our digital leader Marla Sokolowski and content leader Melanie Hilliard are sticklers for defining the titles and personalities we target at each step of the buyer journey. And we tell clients when their target groups are too broad or too niche and work with them to right-size the audience. Use data and analytics: We track many metrics to measure the effectiveness of our marketing campaigns and A/B tests to make informed decisions. We track key performance indicators (KPIs), such as attributable marketing leads, conversions, and customer lifetime value, to understand the impact of our marketing efforts. Stay up-to-date with industry trends and technologies: We stay current on new platforms, tools, and strategies to help clients achieve their marketing goals. Marketing automation and ABM are getting increasingly complex. We’re seeing improvements in attribution. In fact, I tried using ChatGPT to write this post. It failed, but it got me over initial writer’s block. Don’t over-commit. I see many agencies take on too much work. This recipe for failure is not fair to agency employees or other clients. We have sophisticated tools and require all employees to track their time so we know exactly when we need to hire to bring on more accounts. Clarity Quest Marketing is an award-winning marketing agency that follows best practices to ensure its clients’ success. We focus on setting clear goals and objectives, delivering on time, communicating clearly, admitting mistakes, using data and analytics, staying up-to-date with industry trends and technologies, and being careful not to overcommit. We’re built around a culture that retains top talent and understands its clients’ target audience. Clarity Quest Marketing has a strong track record of delivering results for its clients and building trust and credibility. “You are the best agency I’ve worked with!” Nick Zgorski Digital Marketing Director Prognos Health “Clarity Quest elevated not only our brand awareness, but our entire approach to public relations.” Lauren Maxam Marketing Manager Be The Match BioTherapies “Clarity Quest will hit it out of the park for you.” Mike Gatta Principal ICQ
Read moreJan 3, 2023
Viva Magenta! What to know about Pantone’s 2023 Color of the Year in marketing
It’s deep. It’s rich. It’s … not purple. It’s Viva Magenta, Pantone’s 2023 Color of the Year. Is it in your brand palette? Should it be? Before jumping on the trend wagon, it is essential to consider whether the fashionable 18-1750 aligns with your company’s vision, voice, and values. At first blush, it’s a tricky hue for healthcare; magenta overlays tend to have a very negative overtone as they connote concepts such as “blood,” “danger,” and “warning.” If your goal is to evoke feelings of calm and peace, you’d probably be better off going with Veri Peri, Pantone’s 2022 color, even though it’s so last year. That said, I encourage you not to base your brand decisions on what’s on fleek or whatever the kids say these days. Get your coffee cups, keychains, and other timely monochromatic bobbles ready. It’s time to dive into shallow waters and apply a marketing design best practices lens to how Viva Magenta or any trendy color should be regarded. What Pantone says There is a good reason this grand unveiling hits the news cycle at the end of every year. People care, including me. Any conversation generated around color trends and how designers can take a single color and incorporate it into unique design samples is great. Pantone’s case for selection and the reverence it commands goes as follows (h/t TIME): “We chose this color because we felt that it was an unconventional shade for an unconventional time, something that could present us with a new vision,” said Leatrice Eiseman, executive director of the Pantone Color Institute. Viva Magenta, Eiseman noted, communicates power — but in an assertive, not aggressive way. “It’s a color that really vibrates with vim and vigor, that demonstrates a new signal of strength, which is something we all need for a more optimistic future.” That’s an inspiring pitch, right? Here is a caveat, however: color palette best practices vary wildly depending on the industry (see above). What may signify power and strength in some circles very well could lean toward dread or panic in others. Know your audience. And remember: Pantone’s yearly announcement is a marketing vehicle, plain and simple. Of course, that doesn’t mean it should be disregarded, but bear in mind that half of their ceremony included presentations from their Lenovo and Motorola partners. And if you really want that Viva Magenta coffee mug, you can get it here. Color plays a significant role in all kinds of design and how your brand is expressed. The key is to leverage colors sensibly. Designers should take inspiration from how Pantone takes a single color and incorporates it into their beautiful and inspiring visuals. It shows how versatile a single color can be in the design world and used in a way that stands the test of time. What to glean Color science is a thing. While the success or failure of color combinations can be very subjective, there is a lot of science behind how colors interact and work together. There are even people who have a Ph.D. in Color Science! While most of us occupy less rarefied air, it is uber cool that academia sees a need and desire to contribute to knowledge creation and practical application of color science. Wrong color choices can be detrimental to how a design piece is perceived (whether it be printed, web-based, fashion, product-oriented, or even architectural). Again, there might not be a true gospel, but there are certain combinations that conventional wisdom tells us we should shun. My hope is that designers do not take this ceremony as an invitation to use magenta in all of their 2023 design pieces for two reasons: It may not be brand appropriate. No one wants to see the whole world draped in magenta. Please also consider that much to the Pantone director’s declaration, trends tend to encapsulate a specific time history. Make sure you don’t strap yourself onto one that will age your design prematurely. I’m looking at you, 1970s Harvest Gold and Avocado Green! Ready for a conversation about bringing your brand’s color palette to life with graphic design? Whether you’re rebranding or devising a go-to-market strategy for your healthcare, life science, biotech, or pharmaceutical business, our healthcare marketing agency would love to hear from you!
Read moreDec 28, 2022
Clarity Quest 2022: The year in review by the numbers
Our clients have had quite a successful 2022. From mergers and major funding announcements to launching industry-first product offerings and winning awards, 2022 has been a banner year for many of our clients. While such accomplishments are worthy of the limelight they receive, there’s a lot happening behind the scenes to grow brand awareness, increase valuation, and build healthy sales pipelines. Here’s a breakdown—by the numbers—of how we’ve helped our clients meet their 2022 goals: 880 leads generated 396 media placements/mentions 246 blog posts and other types of content created 8 websites launched 7 company rebrands Can you tell our team is big on metrics? We know great marketing is also about measuring success and connecting the dots between campaign performance and your organization’s goals and objectives. HITMC agency of the year Even better, based on the strength of our client work, we had the honor of being recognized by our industry peers as the 2022 Healthcare and IT Marketing Community (HITMC) Agency of the Year. Let our award-winning healthcare and life sciences marketing agency make 2023 a year to remember. Let’s talk about your marketing goals and objectives.
Read moreDec 19, 2022
7 B2B product naming best practices
Would a rose by any other name smell as sweet? When it comes to naming a new product, our colleagues in the pharmaceutical industry have it fairly easy, brand name drugs typically hint at the condition it is intended to treat and generics follow an accepted nomenclature. However, when it comes to B2B technology products, and especially marketing launches for new SaaS products, it can sometimes feel like the wild west. You see product names across the board, from provocative and intriguing to underwhelming and generic. If you’re ready to talk all things B2B product naming, reach out. In the meantime, here are some best practices to consider before embarking on your next product naming journey. 7 attributes of a great B2B technology product name Let’s start with what makes a great product name. Here are seven characteristics our team strives for in every naming project. B2B product names should be: Memorable. This is what VCs and start-up bros are getting right—sometimes, a crazy name out of left field can help your product stand out in a crowded market (as long as it meets the rest of the criteria below). Easy to pronounce. When your target audience looks at your product name, is it obvious how to pronounce it? A product name that rolls off the tongue with ease is another way of making it memorable. Emotive. Functional names may be sufficient in communicating what your product does, but names that inspire feelings or strong emotions will stick with your buyers when your product isn’t in front of them. On-brand (or not). Your flagship product’s name should be on-brand, meaning it should reflect your brand personality. However, as your organization grows and evolves, you may launch a product intended to demonstrate you’re capable of keeping up with the times, in which case your conservative “safe” brand may seek a name that offers a way for your customers to see you in a new, more innovative light. In line with your product architecture. Don’t have a defined product architecture? If you have more than one product and are planning to add more, stop what you are doing and figure out if your organization is a house of brands or a branded house. This will ensure brand cohesion as your company grows. Available. This may seem obvious, but you’d be surprised how many marketers don’t check if a preferred product name is already in use. Check the trademark status and URL availability before committing to a name. A preliminary online search will prevent heartbreak when your legal department starts filing the appropriate paperwork and you’re forced to go back to the drawing board. Without negative connotations. Another thing to look for is identifying if a potential name has a different meaning in other contexts. While a name or acronym might make sense within your niche industry, if it’s a comic book character or the name of a controversial political action committee (PAC), it’s best to avoid it due to potential confusion and negative associations. Marketing has a name; now what? After a couple of weeks of brainstorming, your marketing team has landed on a product name everyone loves—now what? The next step is to get your legal team to confirm the name’s availability and start the trademark process. To speed up the process, you should involve them when your team has identified its shortlist to avoid the heartbreak mentioned above. Some naming considerations to keep in mind: If the name is in use in your industry, especially if it’s with a well-established brand, the name is a no-go. If the name is in use in a completely different industry, such as food and beverage, don’t completely discount it—this is where you should have an open discussion with legal. Once legal has given the name the thumbs up, it’s time for marketing to step into high gear: Initiate logo design with your creative team. Craft a product messaging framework (remember to get buy-off from the product team). Determine if a microsite is needed. Create a marketing launch plan. Give your B2B product a memorable name Don’t wait until the last minute to name your product. Otherwise, you risk releasing an unnamed product or, even worse, delaying its launch. Looking for an experienced partner to lead an inspired product launch? Our healthcare marketing agency can help. Let’s talk.
Read moreDec 13, 2022
‘Tis the season to make financial wishes come true
Having been founded by an entrepreneur more than 20 years ago, Clarity Quest knows firsthand how access to financial services are essential to launching a successful enterprise. Women and minority groups in developing nations—and here in the U.S.—face unique challenges in securing the necessary funding to bring their visions to life with the hope of becoming financially self-sufficient. Enter the power of a microloan. Like other loans, a microloan is a lump sum paid back with interest over a set period of time. However, recipients are typically groups and individuals who would not otherwise have access to financial capital. Since 2007, Clarity Quest has supported 161 entrepreneurs with microloans through Kiva, an international non-profit with a mission to expand financial access to help underserved communities thrive. In the spirit of the season, the Clarity Quest team will distribute Kiva microloans to aspiring business owners across the globe on behalf of our clients, who share our vision of growth. Here are a few of the people we’ve helped over the years: Patricia and her fellow Mujeres Emprendedoras Group in Paraguay to supply a hair salon Wilson in Uganda to buy more agro-produce for his resale business—with the end goal of raising enough money to pay for educating his three children Farzana in Pakistan to help low-income schools provide quality education in Pakistan’s urban slums Read the complete list of the groups and individuals we’ve supported. Learn how your company can help create opportunities around the world. This season—make a loan, change a life.
Read moreDec 6, 2022
Holiday playlist
‘Tis the season! As the year winds down, relax and enjoy quality time with friends and family. No matter how or if you celebrate, may the month of December be filled with music. Check out our latest Spotify playlist, a compilation of some of the Clarity Quest team’s favorite holiday songs. Did we miss any of your holiday favorites?
Read moreNov 30, 2022
Clarity Quest celebrates our clients’ stellar successes in 2022
Our clients have been busy this year! From completing mergers to raising funding rounds to launching industry-first offerings, we’re amazed by the work our clients are doing and are proud to play a role in their success. Help us in congratulating some of our clients! Citeline and Norstella complete merger to form a $5 billion global pharmaceutical technology company With this most recent merger, Norstella is now one of the world’s largest pharma intelligence solutions providers. “As the industry moves toward highly targeted therapies focused on smaller patient populations, our clients need solutions that provide actionable answers to critical business questions to help bring drugs to market quicker—ultimately helping patients receive treatment sooner,” said Mike Gallup, CEO of Norstella. Fathom secures $46M Series B financing Fathom experienced soaring demand for its medical coding AI in the wake of the pandemic. The company plans to use its funding to continue to scale its engineering team with aims to increase automation rates, broaden specialty support, and meet explosive demand. “Widespread autonomous medical coding is one of the first steps to rebuilding America’s healthcare payments system into something that actually works for providers, payors, and patients,” said Andrew Lockhart, Fathom CEO and cofounder. Read more about Fathom and Clarity Quest’s successful partnership. Be The Match BioTherapies and Atara Biotherapeutics announce multi-year partnership extension Our client, Be The Match BioTherapies, will continue to supply high-quality healthy donor cells for Atara’s allogeneic T cell platform. Be The Match BioTherapies also announced they will now provide cryopreserved cord blood units for commercial and clinical use. “The breadth of our cord blood unit registry and the depth of information we provide about each CBU aids developers as they source material for clinical trials, commercial use, or non-clinical research (RUO),” said Donna Regan, senior director, customer ready products at NMDP/Be The Match. Read more about Be The Match BioTherapies and Clarity Quest’s successful partnership. ENR ranks CRB among top design and construction firms in life sciences, food and beverage facilities CRB earned the #2 ranking for pharmaceutical manufacturing design, awarded by the industry’s most respected publications. CRB also published the 2022 version of its highly anticipated Horizons: Life Sciences report, which reveals the challenges facing manufacturers and how they can keep pace with this new rate of discovery. “This leap in our rankings reflects the exceptional work and innovative solutions our teams provide to clients globally,” said CRB president Ryan Schroeder. “It’s an honor to work with some of the world’s leading experts and see their dedication to providing extraordinary client experiences and delivering powerful solutions that help fuel our clients’ success.” Read more about CRB and Clarity Quest’s successful partnership. Ellab expands in the US with acquisition of ICQ Consultants Long-time client ICQ Consultants recently announced its acquisition by Denmark-based Ellab Corporation. After 15 years in business and steady growth, ICQ’s founders are excited for the opportunities ahead. “Being our first acquisition in the US, we are so excited to welcome ICQ into the Ellab family,” said Tim Paymaster, president and chief commercial officer at Ellab. “With clear synergies in the expanded CQV Services we can offer to our respective clients, we will strengthen our position as a key strategic partner in the biopharma market. When two strong teams with fantastic cultures come together, the whole is clearly greater than the sum of its parts.” Read more about ICQ and Clarity Quest’s successful partnership. TruLite Health launches the first comprehensive health equity platform Clarity Quest partnered with TruLite Health to help them brand and launch Truity, the industry’s first comprehensive health equity platform. Truity aims to improve health outcomes for diverse populations by facilitating clinical, social, and behavioral interventions at the point of care. “We are proud to bring the first comprehensive and seamless workflow solution to the market that swiftly moves the needle on health equity,” said Alan Roga, MD, CEO and founder of TruLite Health. Read more about TruLite and Clarity Quest’s successful partnership. Xealth wins Oracle Cerner Client Value Award Xealth was presented with the award at the 2022 Oracle Cerner Health Conference in recognition of their added value to the companies’ integrated offerings and tangible impact to clients. “Integrating Xealth into the EHR has driven improved activation, engagement and operational efficiency,” said Mike McSherry, CEO and cofounder of Xealth. “We are thrilled for this approach to be recognized by Oracle Cerner.” Genesis Research to acquire Market Access Transformation, a leading provider of technology-enabled payer research platforms Our client, Genesis Research, announced plans in May 2022 to acquire MAT for a combined offering that will enable life sciences companies to generate insights and assess commercial viability faster and more comprehensively than ever before. “The combination of Genesis Research and MAT creates a novel and unparalleled approach to generating payer insights and evidence,” said Frank A. Corvino, CEO of Genesis Research. “This will enable life sciences companies to both identify and answer the right questions faster than ever before, without sacrificing scientific rigor or transparency.” What will your success story be in 2023? If you’re ready to write an epic ending to your success story, let’s partner together.
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