Patient Centricity. You have probably heard that phrase a million times this year alone. After all, it is one of the biggest buzzwords of 2013. But there is a reason for that. Pharma needs to find a way to better reach and engage with patients—and this goes beyond ads that get them to ask their …

Even though more patients are taking a proactive role in learning about their disease and treatment options, adherence rates are still down. It is up to marketers to ensure that patients are getting the best information—and are not getting lost in the sea of endless sources and opinions. Recent Internet joke: What would a person …

“What would Apple do in this situation?” This may seem like a common question for marketing circles. Not in pharma. Or, not in pharma until very recently. The industry is starting to look outside for leading practices, at consumer goods, financial services, airlines, etc. Patient adherence experts are hired with increasing frequency for their success …

While the FDA’s rules around marketing a boxed warning product provide a challenge, they do not eliminate the opportunity to leverage the EHR channel to reach prescribers. The adoption of Electronic Health Record (EHR) systems by U.S. healthcare professionals has surpassed 60%, significantly impacting the practice of medicine. For many prescribers, EHR platforms have become …

Pharma marketers have to change their current paradigm of disconnected channels and content silos, along with sparse (or absent) social media interaction, and create authentic campaigns that leverage a specific goal for each channel—while putting the patient at the center of it all. If you’re like me, when you think of Disney, you think of …

Start a conversation about Google Glass in a room filled with people and you are sure to get a plethora of responses. Words you may hear include interesting, awesome, innovative, dumb, ridiculous (in a good way), ridiculous (in a bad way), expensive, useless, useful, revolutionary, DOA. To be fair, this is probably not different from …

Our series on the online reputations of the top 10 DTC-spending brands in Q1 2012 continues with a look at the erectile dysfunction (ED)-drug Cialis as well as the antipsychotic Abilify. If you need a refresher course of the study’s methodology or terminology click here, or feel free to take another look at Cymbalta or …

With opportunities for face-to-face contact with doctors decreasing and some institutions banning medical sales professionals from interacting directly with doctors, many pharmaceutical and biotech companies are exploring other channels for promoting their products. Virtual sales teams are already deployed by some companies and many others are exploring this as a means of informing clinicians about …

Not long ago Capgemini Consulting met with a pharma executive who explained that his firm had recently put in place a Closed Loop Marketing, or CLM, program, with lackluster results. Though the program had taken many months to implement and came at a sizeable investment, the overall impact had been minimal. In terms of ROI, …

In the workplace there are raptors (the takers who do whatever they can to succeed) and the pigeons (the givers who spend much of their time helping others). Robert Mueller, M.Div. Ed.M. Ed.D, organizational effectiveness consultant and University of the Sciences MBA program director, examines which mentality is better for your career and for the …