http://www.terrella.com/2008/12/02/magazine-misses-the-healthpoint/ Management consulting and services for publishers and marketers Thu, 27 Aug 2009 00:00:09 -0700 http://wordpress.org/?v=2.9.2 hourly 1 http://www.terrella.com/2008/12/02/magazine-misses-the-healthpoint/comment-page-1/#comment-8 dmkalman Tue, 23 Dec 2008 18:33:25 +0000 http://terrella.wordpress.com/?p=49#comment-8 Thanks for your comment Michelle. I'm interested to know your view of the ethical boundaries of unbranded custom content. See <a href="http://www.terrella.com/2007/10/15/custom-ethics/" rel="nofollow">Custom Publishing Ethics</a>. Thanks for your comment Michelle. I’m interested to know your view of the ethical boundaries of unbranded custom content. See Custom Publishing Ethics.

]]> http://www.terrella.com/2008/12/02/magazine-misses-the-healthpoint/comment-page-1/#comment-7 Michelle O'Hagan Tue, 23 Dec 2008 16:20:48 +0000 http://terrella.wordpress.com/?p=49#comment-7 You're right about the fact that custom content *must* fulfill the client's marketing objectives. And there is a way to do it with little or no branding, if the objective is thought-leadership positioning and industry-specific content. Our client, Quintiles Transnational, provides professional services in drug development, financial partnering and commercialization for the biotechnology and healthcare industries. *Envisage* is the company's unbranded customer-focused print magazine and website. Nowhere does a Quintiles logo appear, and nowhere is a specific Quintiles product or service mentioned, except in house ads. Quintiles experts are quoted in articles along with global leaders in the legislative, drug-development and pharma fields. We work closely with our client on storylines and design to ensure that the overall messaging is on-point in every single article and image. In addition to winning numerous industry awards, the Envisage program is highly-rated among readers in its target audience. So, while an unbranded program is an anomaly, it can be successful as long as client objectives and reader-focused content is achieved You’re right about the fact that custom content *must* fulfill the client’s marketing objectives. And there is a way to do it with little or no branding, if the objective is thought-leadership positioning and industry-specific content. Our client, Quintiles Transnational, provides professional services in drug development, financial partnering and commercialization for the biotechnology and healthcare industries. *Envisage* is the company’s unbranded customer-focused print magazine and website. Nowhere does a Quintiles logo appear, and nowhere is a specific Quintiles product or service mentioned, except in house ads. Quintiles experts are quoted in articles along with global leaders in the legislative, drug-development and pharma fields. We work closely with our client on storylines and design to ensure that the overall messaging is on-point in every single article and image. In addition to winning numerous industry awards, the Envisage program is highly-rated among readers in its target audience. So, while an unbranded program is an anomaly, it can be successful as long as client objectives and reader-focused content is achieved

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