Getting Graphic - Pharmaceutical Executive


Getting Graphic

Pharmaceutical Executive

4. Create a comprehensive campaign

The Hope & Main team also developed ancillary programs supporting the novel:
A Web site for professionals, patients, and caregivers
A bimonthly professional journal and patient newsletter ads announcing each new issue
A direct mail campaign featuring the graphic novella's characters
Email alerts to professionals and patients for each issue
"Fax blasts" to professionals
A learning aid that details the educational messages of each installment for patients
A teaching aid with each installment for physicians and allied health professionals
An exhibit booth for major meetings that target professionals or patients

5. Follow up

Multiple feedback forums are in place for Hope & Main: online discussion groups, focus groups, mail surveys, and more. Consumers and professionals have weighed in with praise, criticism, and ideas. Receiving feedback (and reporting it to the creative team and editorial board) is a daily activity. Audience members have suggested enough plot lines and topics to carry the program through the next decade, if feasible.

What's Next?

The success of the Decision and Hope & Main campaigns demonstrates how a graphic novel can engage a wide range of audience members. Today, graphic novels serve as a medium for branding campaigns, as a sales training tool (to depict sales situations traditionally addressed in "role-playing" exercises, for example), and in many other applications.

So the next time you need to motivate or educate, just go graphic!

Bob Brown is a founding partner of bryantBROWN communications. He can be reached at


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