Our Brand Planning Model drives Zeno Group programs and campaigns. This three-stage process uncovers a core positioning that builds equity in our clients’ brands.

This dynamic makes the development of the right communications strategies more urgent, strategies that tap new and old technologies to reach patients, payers, professionals and policy makers with impact and efficiency. Zeno Group’s health team applies its diverse professional knowledge and deep experience to launch new drugs, promote the health attributes of foods, communicate clinical data, engage health professionals, consumers and third-party advocates, and influence public policy decisions related to both reimbursement and regulation.

This ensures our strategies are targeted, efficient and effective. We partner with our clients in the developmental stages of our programs to build an integrated team that is fully immersed in their business.

1. Discovery: Mapping Measurables
Core to our research-driven approach is putting the time and thought into understanding all facets of our client’s organization and market. We make it our business to know their business – their cultures, goals, aspirations, value propositions, challenges, opportunities and markets. We take a disciplined look at stakeholder audiences – including competitors – that impact our client and make sure we know what they think, where to reach them and how to influence their actions and behavior.

2. Messaging: Moving Minds
We use these discovery insights to develop a creative brief – a specific message platform with planks tailored to each stakeholder audience. This ensures that we craft specific messages that have resonance and relevance to each audience group and can be applied consistently across all communications channels.

3. Programming: Moving Markets
Our programs seek to build fully interactive relationships with target audiences. Our multi-disciplinary campaigns are designed to spark conversations about our clients framed around their message platforms, and reach the target audiences through every relevant channel – online, offline or direct. We understand how to use the expanding tools available to drive a brand in today’s online-centric world, including social communities and social media.