• Proactively Developing Your Marketing Plan

    Feature Articles by on June 16th, 2017

    The healthcare market is a dynamic market in every aspect. From advances in biotechnology giving rise to genomic therapies to the continuous emergence and consolidation of the companies who operate in this market, healthcare is an evolving industry. It should be no surprise then that the legislative policy and regulatory framework governing the industry is […]

  • Co-marketing Your Medical Device with Hospitals

    Feature Articles by on June 16th, 2017

    The healthcare environment continues to evolve and one thing is evident. That is, “the good old days” of marketing medical devices to only physicians/clinicians are gone forever. Marketing medical devices in today’s healthcare environment is just about as difficult as it gets. For years, marketing professionals could take the slightest differentiated qualities of a product […]

  • How to Get the Most Out of Conference Marketing

    Every year, marketing departments across our industry invest a great deal of time and money on maximizing their company’s presence at conferences. In fact, exhibiting can account for 41% of a firm’s total marketing spend across all channels, according to EXHIBITOR. It’s an important part of the marketing mix, yet it is frequently the one […]

  • Multicultural Marketing: Embrace the New Normal

    Feature Articles by on May 22nd, 2017

    The face of the American population is changing. It is time for pharma marketers to embrace the new normal. Minorities now account for over one-third (39%) of the total U.S. population, and by 2030, nearly half (45%) of the population will be multicultural. Within this growing market, U.S. Hispanics represent the largest segment at over […]

  • Nudged, Pushed, and Smacked to Well-being

      A patient who used to treat her ailments with over-the-counter (OTC) and home remedies, and took pride in the number of years it had been since she saw her doctor, now researches her condition early and visits her doctor for preventive care. A middle-aged man who has always been aware of the health benefits […]

  • Learnings from Cannes Lions Health: Big Data’s Biggest Potential

    Feature Articles by on May 22nd, 2017

    The endless reams of data that have inundated businesses on a daily basis for years is more useful than ever thanks to recent advances in data center technology. Something that would once be considered insurmountable can now be analyzed computationally to reveal patterns, trends, or associations, to give invaluable insights, leading to better decisions and […]

  • 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 […]

  • 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 […]

  • Using Predictive Analytics to Enhance Customer Interaction

    Feature Articles by on March 17th, 2017

    Getting data to help us better interact with our customers is something we all strive to do. Historically, the pharmaceutical industry has used the abundant data it collects on doctor prescribing, patient claims, outlet sales, rep calls, marketing promotional spend, managed care formulary—and the list goes on to address business problems centered on brand performance […]

  • The Intervention-Environment Matrix for Predictive Analytics

    Feature Articles by on March 17th, 2017

    Predictive analytics efforts can significantly impact commercial success by optimizing sales and marketing efforts. Commercial leaders experienced in the utilization of predictive analytics will have developed a good sense of where predictive analytic efforts can be deployed most effectively and with the highest probability of success. For organizations with little experience in this area, however, […]

  • Navigating the Challenges of Prescription Affordability

    Feature Articles by on March 17th, 2017

    Regardless of the future of the ACA, prescription affordability has been and will continue to be a significant issue in American healthcare. Looking ahead, two important players in the healthcare mix—payers and the new Trump administration—will likely exert more pressure on pharmaceutical companies to lower the cost of branded medications. Just as important, physicians and […]

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