Analogies – thinking outside the box

DANA MELANIE SCHRAMM | January 12, 2015

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Product managers in pharmaceutical marketing are often faced with the following problem: Despite having produced extensive materials, they still fail to get their key message across to the target audience. Cleverly chosen analogies can remedy the situation. We learn through making comparisons with what we know, and we pass on what we have learned in the same way. Analogies can be very straightforward, just bringing a simple fact to life. They can, however, also be used to explain more complex concepts by likening the underlying principle to something familiar from everyday experience.

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