• Four Steps to Let Vulnerability Change the Healthcare Game

    Authentic Patient Voice by on April 10th, 2017

    So many things that we do or experience in our lives toughen us up. Some of them seem little, like having to force our children to brush their teeth against a kicking and screaming force of resistance. Some of them might be bigger, like having to terminate someone at work. And some are existential, such […]

  • DTC’s Love Affair with TV is Irrational

    DTC 360 by on April 10th, 2017

    Numerous studies have shown that DTC TV spots are less than 20% effective in driving patients into their doctor’s office to ask for the product, yet DTC marketers continue to allocate the biggest part of their budgets to TV spots. It’s hard to understand why so much money goes into a channel that is the […]

  • Targeting Ethnic Groups

    Diversity Marketing by on April 10th, 2017

    Ironically, for an industry that targets potential consumer by ailment/condition and often age cohorts, there seems to be a lack of focus on targeting different ethnic segments. While the specific conditions for which the pharma industry develops treatments may be universal (regardless of ethnicity), the way different ethnic groups view their health and well-being can […]

  • Pharma Fights Back With New Reputation-saving Campaign

    Feature Articles by on April 10th, 2017

    Earlier this year, the Pharmaceutical Research and Manufacturers of America (PhRMA) launched a national, multi-year advertising and public affairs initiative on behalf of America’s biopharmaceutical companies with the aim of rebuilding the industry’s reputation by showcasing its “unsung heroes”—the researchers leading cutting-edge medical and scientific discoveries. The multimillion dollar campaign, tilted GOBOLDLY, will consist of […]

  • Answer Patients’ Burning Questions about Prescriptions

    Feature Articles by on April 10th, 2017

    Big pharma has a trust problem on its hands. The $600 EpiPen. Shkreli’s greedy misconduct. Soaring co-pays. Patients are as aggravated as you are with the bleak headlines surrounding the state of healthcare. Today, just 9% of Americans believe pharmaceutical companies put patients over profits.1 Pharma’s addiction to outdated marketing models compounds these problems. Over-reliance […]

  • Is Technology Disrupting the Advertising Agency Business Model?

    E-Source by on April 10th, 2017

    Technological advances, most notably the Internet, have disrupted many industries in recent decades. Industries such as publishing, radio, telecommunications, travel, commerce, and music have been massively disrupted by technology. In real time, we continue to witness further disruption in areas like automotive, real estate, financial advisory services, education, and even healthcare. Is the second oldest […]

  • A Manufacturer’s Perspective: Optimizing Market Access for a New Orphan Drug

    We recently prepared for the launch of an HCP-administered therapy for patients with an orphan oncology condition and high unmet need. Our goal was to ensure that every patient who needed the therapy would have rapid and unburdened access upon approval. This is not an easy challenge for a HCP-administered therapy that payers are expected […]

  • Putting the Patient Back into Clinical Trials

    Feature Articles by on April 10th, 2017

    The pharmaceutical industry is witnessing a deep shift in the traditional approach to patient disclosure in clinical trials. While most companies are struggling to meet basic compliance requirements, a longer-term objective has emerged that is shifting the transparency goal post. Clinical trial results information is typically disclosed on registries such as ClinicalTrials.gov and EudraCT. This […]

  • What Do Doctors Want?

    HCP Engagement by on April 10th, 2017

    There’s probably no word more ubiquitous in the healthcare industry these days than “trust.” It applies to the relationship between pharma and both doctors and patients. Although most of the industry still operates at a high level of integrity, trust has fallen in recent years. So we have to work harder to address that. What […]

  • Will Scaled-Back Net Neutrality Shrink Your Online Audience?

    Guest Commentary by on April 10th, 2017

    Net neutrality is making headlines again—and that could affect your marketing practices. So what exactly is net neutrality, what’s likely in store for it, and what does this mean for you? According to the FCC, an Open Internet—or Net Neutrality—simply means consumers can go where they want, when they want. And in late February 2015, […]

  • Industry Briefs April 2017

    Industry Briefs by on April 10th, 2017

    Veeva and QuintilesIMS Trade Lawsuits After three years of negotiation attempts, QuintilesIMS and Veeva have traded lawsuits. Most recently, Veeva filed a countersuit against the company for violations of federal and state antitrust and unfair competition laws. The company alleges that actions taken by QuintilesIMS—notably the company’s refusal to allow customers to load its customer […]

  • Healthcare Watch April 2017

    Healthcare Watch by on April 10th, 2017

    Discoveries/Innovations: Stretchy Electronic Skin May Improve Brain Monitoring You may not realize it, but your brain is moving. The brain changes volume throughout the day as it swells and de-swells. While this may be inconsequential to you, it does matter to neuroscientists. Currently, they must rely on electrodes—to monitor brain activity or deliver pulses of […]

  • Linking Your Messaging to Clinical Goals—Effectively

    Health Informatics by on April 10th, 2017

    As healthcare organizations work to engage, empower, and collaborate with patients, the messaging that they choose to use matters. Providers can empower patients through education to increase their health literacy, providing them with tools to monitor and manage their health, and by implementing collaborative approaches where the patient feels supported. Communication from providers to patients […]

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