Tag Archives: product marketing

Pharmacy Product Marketing to the Proper Hungry People

Health marketing leaders know that pharmacy product marketing can be complex because of the many stakeholders involved. Depending upon the product or service, your hungry people (target audience) may consist of multiple parties.

  • Pharmaceutical companies.
  • Pharmacists.
  • Medical professionals.
  • Insurance companies.
  • Partners who assist the companies above.
  • Consumers.

And the pharmacy product marketer has to create positioning and messaging for all these parties, for a myriad of use cases: fulfillment, approval, another approval, yet another approval. All the messaging can become a complex matrix. (I know. I’ve maintained a similar messaging matrix for an ABM marketing campaign for the financial services industry.)

To achieve your goals, health marketing leaders require a mix of strategy and tactics. And that’s where my extensive experience can help with your pharmacy product marketing program.

Talk to Bredemarket.

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Are You Afraid?

Are you afraid?

Tech marketers, are you afraid of competitors stealing prospects and revenue?

Drive content results with the product marketing experience of Bredemarket.

Act now: https://bredemarket.com/mark/

Are you afraid?
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The Nomad Returns

My nomadic journey has ended.

The relative’s outpatient surgery was a success, and recovery is progressing.

Meanwhile, I met with one client and advanced several client product marketing projects, including a requirements document (done those for years), some product talking points (done those for years), a price/cost/supplier exercise (done those for years), and a project status report (done those for years).

I also published four Bredemarket posts (including this one) and the usual assortment of social media content on various channels (with the exception of one).

U.S. persons should pay special attention to my coverage of IDGA’s DoD/DHS border security report (blog, Substack, elsewhere).

I think I need a vacation.

Imagen 4.

Populating the Queue When You Can’t Pull the Trigger

In this post, I knew I wanted to talk about preparing content for a product marketing effort. One in which the content had to be ready when someone pulled the trigger.

But I suspected that Google Gemini wouldn’t permit generation of an appropriate “trigger” picture because of Google’s guardrails.

Trigger and others from Republic Pictures. Public Domain.

So I moved in a different direction.

Pulling the trigger

But what’s the trigger?

The trigger to move forward—with a product launch, an event, an unsolicited proposal, hatever.

But if you’re a product marketer, and it’s your product, why can’t you pull the trigger?

Storytelling time.

The date is the date, but what is the date?

Imagen 4.

I was brought into a particular project, where everyone was readying go-to-market content for an executive meeting on a particular date.

Both internal and external content.

Training, FAQs, presentations, videos, blog posts, press releases, email campaigns, landing pages, call scripts, the whole bit.

As it turned out, I authored a bunch of the content myself, and helped on most of the rest.

All of us working toward that executive meeting date.

Finally, the date arrived, and all the content was presented to the executive team, mostly ready to go.

The response?

“Not yet.”

Because at the executive level, the fate of one particular product is relatively minor, compared to the overall scope of the business.

Now what?

Imagen 4.

So was the effort wasted?

  • If the product were eventually launched, then obviously not. The content is already queued. It’s much easier to go back in the queue and update old content than it is to wait until you get the go-ahead and THEN create brand new content. (In three days.)
  • And if the product were never launched…it still may not be a wasted effort. The company will launch new products (unless the company is Rite Aid), and the (sorry for the next two words) lessons learned from the old product can apply to the new one.

Provided you have a repeatable system for going to market (part of your strategy and process documents, or perhaps something less formal if your founder despises process) that you can dust off in the future.

But if you need content for now, or even for later, Bredemarket can create content for tech marketers.

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

For Identity/Biometric Marketing Leaders Only (July 2025 version)

For identity/biometric marketing leaders only!

Make an impact with the biometric product marketing expert.

Make an impact with the biometric product marketing expert.

Bredemarket’s biometric product marketing expertise: https://bredemarket.com/bpme/

Biometric product marketing expert
Biometric product marketing expert.

Discuss your content-proposal-analysis needs with me before your competitors steal your prospects: https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

(New landing page.)

Expanding Internal Content

(Imagen 4)

This week I’ve been expanding an internal document for a Bredemarket client.

I guess I could call it a Frequently Asked Questions (FAQ) document for salespeople, although it contains more than just the FAQs.

Jack Webb (Joe “Just the Facts” Friday). Public Domain.

Why expand it? Because we added new FAQ categories.

  • Easy enough to expand if your document is designed for expansion from the start.
  • And if you include a regular checkpoint (say, quarterly or monthly) to revisit your internal and external content.
  • It’s a lot of maintenance, but it’s worth it in the long run. Do you really want to head into 2026 with Windows 10 installation instructions?

(Right now a lot of you are making notes to scrub Windows 10 from your marketing collateral. Good for you.)

Of course, FAQs aren’t the only content that product marketers create. There are others. 

If you need help creating or maintaining your content, Bredemarket can help.

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

Authenticity, Generative Artificial Intelligence, and Product Marketing: Two Versions

When you’re…um…surfing the web, do you say to yourself, “I really hope I encounter something written by ChatGPT”?

Maybe you want to learn about a particular product and you’re hoping to find a page that begins with the words “in the ever-changing landscape of handheld gaming advances…”

Or you’re dying to read text that could be written by anybody…or by nobody.

Generative AI text is, after all, the “professional” tone.

When the CEO asks the product marketers to write just like the competitors, it’s possible that you could write exactly like the competitors by using the exact same generative AI tool (ChatGPT, because everybody uses it) and the exact same prompts to get the exact same content. This brands you as a respected member of the industry.

But whatever you do, act professionally.

Don’t randomly blow off steam like I just did.

Don’t loudly proclaim silly antiquated thoughts like “a bot should never write the first draft.”

In fact, forget that you read any of this.

Because I’m going to have it rewritten with a professional tone.

Because while your readers claim that they want to read authentic text rather than AI-generated text, they don’t know what’s good for them.

So I’m going to rewrite this the way it’s supposed to be done…with one exception. I’m going to use Google Gemini rather than ChatGPT. I know I’ll get in trouble for doing it this way.

But the text below is what readers WANT to read…right?

Navigating AI in Product Marketing: Authenticity vs. Efficiency

The increasing prevalence of generative AI in content creation presents a critical challenge for product marketers: balancing the pursuit of efficiency with the imperative of authenticity. While AI tools offer significant advantages in content generation, their widespread adoption raises questions about brand differentiation and genuine engagement.

A common misconception is that a “professional tone” inherently aligns with the output of generative AI. However, relying solely on AI, particularly popular platforms like ChatGPT, can lead to generic content that lacks unique brand voice and fails to resonate deeply with target audiences. When product marketing teams are tasked with mirroring competitor messaging, using the same AI tools and prompts as competitors can result in indistinguishable content, ultimately eroding a brand’s distinct identity within the industry.

This scenario underscores a fundamental tension: while consumers often express a preference for authentic, human-generated content, the demand for high-volume, rapid content creation pushes marketers towards AI solutions. The challenge lies in strategically integrating AI without compromising the unique elements that define a brand’s communication.

Product marketers are encouraged to consider the following:

  • Strategic AI Implementation: Instead of viewing AI as a complete content solution, leverage it for specific tasks that enhance efficiency without sacrificing originality. This could include initial research, data synthesis, or generating diverse content formats that human marketers can then refine and personalize.
  • Prioritizing Distinctive Brand Voice: Invest in developing a clear and consistent brand voice that transcends generic AI output. This involves defining unique terminology, storytelling approaches, and a tone that reflects the brand’s values and personality.
  • Authenticity and Connection: While AI can streamline content production, fostering genuine connections with audiences still requires human insight and empathy. Focus on creating content that addresses real customer needs, shares authentic brand stories, and encourages meaningful interaction.

The objective for product marketers is not to abandon AI, but to wield it judiciously. By understanding its capabilities and limitations, and by consciously prioritizing authenticity and unique brand expression, marketers can leverage AI as a powerful tool to enhance their efforts without sacrificing the crucial human element that drives true engagement.

Do you believe the future of product marketing lies in a complete embrace of AI, or a more nuanced integration that prioritizes human oversight and authentic brand voice?

For Identity/Biometric Marketing Leaders Only

(This is the old version of this post. See the new version from July 8 with improved algorithmic landing page-ability.)

For identity/biometric marketing leaders only!

Make an impact with the biometric product marketing expert.

Make an impact with the biometric product marketing expert.

Bredemarket’s biometric product marketing expertise: https://bredemarket.com/bpme/

Biometric product marketing expert
Biometric product marketing expert.

Discuss your content-proposal-analysis needs with me before your competitors steal your prospects: https://bredemarket.com/cpa/

CPA
Bredemarket’s “CPA.”