• Futuristic—But Realistic

    E-Source by on June 16th, 2017

    Futuristic technology is good for headlines. Every trendspotter in the game loves to talk about artificial intelligence and machine learning, virtual reality and augmented reality, robots and chatbots, etc. But sometimes, those stories can begin to feel a bit more like sci-fi entertainment, rather than like anything that’s actually part of our day-to-day reality. Can […]

  • How Trends Help Us Innovate in Uncertain Times

    E-Source by on March 19th, 2017

    In my last column, I discussed the importance of continuing to innovate in times of rapid change. This time, I’ll talk about how watching trends can help us get that done, despite uncertain times. Technology is disruptive. Digital and mobile technologies continue to significantly change how we communicate, how we do business, and how we […]

  • Leading Innovation During Times of Rapid Change

    E-Source by on January 18th, 2017

    Welcome to 2017—a new year, and a new administration in Washington. What does it all mean for pharma marketers? Many were surprised by November’s election results. As I write, White House Cabinet members and other staffers are being named, policy positions are being discussed, and many things are uncertain. Even fairly definitive positions, such as […]

  • Remembering the Humanity in What We Do

    E-Source by on October 31st, 2016

    Many of us were drawn to the healthcare industry because of the potential to make a difference—but sometimes, the work can get in the way of the mission. We can get so deep into the day-to-day that we forget about the purpose behind it. Twenty years ago, my career began with the launch of Teva’s […]

  • Great Science = Great Marketing

    E-Source by on August 23rd, 2016

    In our industry, science is all around us. But it is a science that has absolutely nothing to do with pharmaceutical compounds that has my attention these days—and should have yours, too. Actually, it is not one science, but two—data science and behavioral science. Both have come into their own, and combined, are propelling marketing […]

  • Can a Moonshot Cure Cancer…and Pharma’s Reputation?

    E-Source by on March 24th, 2016

    Vice President Biden’s “moonshot” to cure cancer has been getting headlines since he first declared his intention: “ …I believe that we need a moonshot in this country to cure cancer. It’s personal. But I know we can do this. There are so many breakthroughs just on the horizon in science and medicine. The things […]

  • The Changing Landscape of the Agency World

    E-Source by on December 15th, 2015

    Over the past two decades, digital marketing and digital agencies have moved from a specialty niche to center stage. Today, the lines are blurring out of existence. AORs are adding digital capabilities. Digital AORs are adding traditional capabilities. And all agencies are now finding themselves up against new players, from database/CRM companies like Epsilon to […]

  • Pharma’s Big Challenge: Digital Transformation

    E-Source by on September 16th, 2015

    Every year, new business trends, fads and buzzwords arise—in management, marketing, pharmaceuticals and all three combined. “Digital transformation” is one that has been around for some time, but it remains a real challenge for the pharmaceutical industry. Digital transformation is not about any particular technology. It’s not about installing a new content management system, buying […]

  • Hacking Motivation Through Gamification

    E-Source by on June 13th, 2015

    As mobile devices pull our attention in ever more directions, marketers are pressed to make the most of increasing tech capabilities. But it isn’t enough to build the shiniest new toy or create the app with the most interesting functions. We must better understand our audience’s fundamental motivations and create experiences that connect with and […]

  • Weaving Your Brand Tapestry in 2015

    E-Source by on February 9th, 2015

    My colleague Boris spoke recently in these pages about the importance of seeing your marketing efforts as an interwoven tapestry—(http://www.pm360online.com/weave-patient-centricity-into-your-brand-tapestry)—creating a strong, complex customer experience for individuals, rather than trying to repeat a one-size-fits all idea as many times as possible. It’s a metaphor we find incredibly important for our industry. We see it in […]

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