• From Obamacare to Trumpcare: America Readies for Change

    Guest Commentary by on February 24th, 2017

    The Affordable Care Act (ACA) has been a magnet for heated Beltway conversation since inception. Health cost, benefits, and perceptions fueled debate on the future of the nation’s nascent “insurance for everyone” program throughout the elections. Yet, the surge in ACA enrollment during the Obama Administration’s last weeks signaled that for the uninsured, “getting on […]

  • Is the Consumer Still King?

    Feature Articles by on April 15th, 2016

    Thirty years ago, medical marketing history was made with the launch of the first direct-to-consumer (DTC) TV advertising campaign for Marion Merrell Dow’s Seldane. On the heels of the prescription antihistamine’s blockbuster success, medical marketers’ eyes opened suddenly to the possibility of engaging consumers directly to “ask your doctor” about an Rx drug choice. Armed […]

  • Can the Shine be Restored to Pharma’s Tarnished Reputation Crown?

    Feature Articles by on September 16th, 2015

    Hydro-fracturing (i.e., fracking) and tobacco have long endured societal disdain. Tolerating public abuse has become an operational strength. Images of a planet in harm’s way and bodies wracked by lung disease and cancer contribute to this widely accepted negative view. Over time, the energy and tobacco industries steeled themselves to expect no tip of the […]

  • Reaffirmed ACA Shifts Business as Usual

    PR 360 by on August 10th, 2015

    Regardless of how health executives called the recent King v. Burwell coin toss, the Supreme Court decision reaffirms that the Affordable Care Act (ACA) Federal subsidies stand. If their financial cushion was lost, 4.5 million Americans—almost 50% of those who enrolled in ACA initially—would have missed health-plan premium payments and payers might have raised premiums […]

  • The Important Role of Advocacy in Keeping Care Before Cost

    PR 360 by on January 23rd, 2015

    Connecting with patients and groups representing their therapeutic and psychosocial needs has long been essential for biopharma innovators. After all, who yearns for better treatments more than patients and their caregivers and their medical team? With better disease detection tools and medical advances that improve and extend life, the urgency and support for early diagnosis […]

  • If You Build It—They Will Come!

    PR 360 by on July 11th, 2014

    Field of Dreams remains the classic movie that continues to spark creative imagination. “If you build it…” is a mantra for patient-disease awareness websites constructed by biopharmaceutical companies. If you make the investment and build the website, patients will flock and drive-up “unique visitor” stats. Not so! Biopharma marketers—digital and PR firms—tasked with building patient-education […]

  • The Difficult Art of Restraint

    PR 360 by on April 16th, 2014

    This is a time when biopharma brands are structured around integrated communications in order to create deep touch points with target audiences—giving customers multiple avenues to find out important information that can impact health decisions. Brand leaders who once supervised separate budget-line streams for advertising, direct marketing and PR, now shift perspectives and expectations with […]

  • PM360 Q & A with Bruno Cohen, Chairman of the Galien Foundation

    Trend Setters by on February 7th, 2014

    The Galien Foundation’s impact on the international medical innovation community is unmistakable. Founded in France 45 years ago by pharmacist Roland Mehl, the Prix Galien supports, recognizes and awards the efforts of scientists, researchers and companies committed to advancing medical innovation with the power to change the human condition. Bruno Cohen, the current Galien Foundation […]

  • Open the New Health Customer Floodgates

    PR 360 by on January 16th, 2014

    Whatever you think of the Affordable Care Act (ACA), from website snags to promise guffaws to the political swirl, the fact remains that an estimated 50 million Americans will be invited into the health system through ACA—many for the first time. The complexities surrounding this influx and the choices they must make are multifaceted. As […]

  • If You Build It…?

    PR 360 by on November 19th, 2013

    Recent data from the third annual Makovsky Health/Kelton survey of more than 1,000 U.S. adults revealed key insights about consumer behavior when seeking healthcare information online—from preferred websites such as WebMD, to the type of device consumers use most often for these searches (tablets are gaining ground). But look a little deeper, and two major […]

  • Stepping Up for Spontaneity: How to Master Social Media

    PR 360 by on July 16th, 2013

    Social media, with its real-time communication needs, is a perplexing new territory for biopharma. For years, the industry has charted its communications carefully through legal and regulatory waters. We do communicate—often! However, press releases and patient education materials—and even advocacy partnership activities—are carefully examined months in advance in order to ensure accurate, outward customer messaging. […]

  • Launching into a Surround-Sound World

    PR 360 by on May 1st, 2013

    Today, thanks to Twitter, anyone and everyone can be an instant reporter or editorialist. That means companies are no longer the single source of information when launching a product, and they need to learn to adjust. Today, messages are released into an echo chamber, where they reverberate among stakeholders from consumers and physicians to payers, […]

  • Celebrities: Strike Out or Homerun?

    PR 360 by on January 1st, 2013

    A celebrity spokesperson can certainly be a useful tool to promote your brand, but it is important to choose the right person for the right reasons or he or she may do your campaign more harm than good.   From Mickey Mantle to Paula Deen, the pharma sector has seen its share of celebrity spokesperson […]

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