• 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 […]

  • 10 Predictions for How the Healthcare Industry Will Change in 2017

    Panorama by on December 20th, 2016

    Every year, I offer my annual predictions for what to expect to change in the healthcare industry in the year ahead. So, get an early look at 2017 and start preparing for what’s right around the corner. 1. Significant changes to the ACA (Obamacare) are certain under President Trump. While he campaigned on a promise […]

  • Tying Payment to Advertising Viewability

    E-Source by on February 17th, 2016

    Digital is the most measurable advertising medium ever created. The data that is generated from a single digital campaign can be overwhelming to interpret and use effectively to take action. And the data just keeps growing. Innovations are improving to more accurately measure whether or not a digital ad was “viewable,” which according to the […]

  • The Machines are Taking Over Media Buying—and Empowering Do-It-Yourself Marketing

    E-Source by on October 20th, 2015

    Programmatic buying, or buying online advertising through a machine-to-machine digital marketplace, is changing digital advertising. Programmatic has been a staple for consumer packaged goods (CPG) companies for several years. This buying method generally exceeds 50% of the online advertising media budget today of a CPG company, but pharmaceutical brands have been slower to adapt. The […]

  • Is Your Digital Advertising Viewable?

    E-Source by on July 17th, 2015

    Due to the numerous new technologies designed to measure digital advertisement—if it can be seen “on screen”—the actual “viewability” of this advertising is now being questioned. For example, was your ad placed below the fold in a position that would require the user to scroll down to see it? If so, did that user scroll […]

  • Treating John Wanamaker’s Pain

    E-Source by on April 10th, 2015

    John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This frustration, of course, was the symptom of the larger disease known as “media waste.” The embrace of digital technologies, Big Data and user segmentation by marketers is slowly but surely eliminating the wasted […]

  • Predictions 2015

    E-Source by on January 23rd, 2015

    This marks the fifth year that I’ve offered my annual predictions through this column. I encourage you to judge my accuracy for yourself. Prior predictions can be found at PM360online.com (go to bit.ly/PM360Predicts2014 to see last year’s). Here’s what I think 2015 has in store: 1. As medical data rapidly moves from paper files to […]

  • Uncovering the Holy Grail of the Web

    by on December 15th, 2014

    R.J. Lewis, President & CEO of eHealthcare Solutions, explains what all marketers are dying to know about the Internet. Not only how to reach and target the niche audiences that are most relevant to your brand but how to measure the true ROI of your campaign. He also offers advice on digital marketing strategy and […]

  • “Get Smart” About Apple Watch Opportunities

    E-Source by on October 24th, 2014

    If you were having difficulty getting fair balance approved for smartphones, due to screen size, the screens just got a whole lot smaller. Apple is showing its ability to continue to innovate in the absence of its late great genius founder, Steve Jobs. With the latest reveal of the Apple Watch, combined with previous announcements […]

  • Adaptive Marketing: Opportunities & Challenges for [insert your brand]

    Feature Articles by on September 12th, 2014

    Imagine combining a number of marketing and targeting techniques, such as data-driven targeting and personalization, to deliver a unique message to an individual based on what you know about that individual and their current stage of product or disease-state engagement. This is adaptive marketing—and it is the realization of the long promised one-to-one marketing. Using […]

  • Native Advertising and the Paid vs. Earned Media Debate

    E-Source by on June 16th, 2014

    Remember the “advertorial?” It looked like a news story, but was it actually a shill for a brand trying to hock its wares? It’s back, but this time it’s called “Native Advertising.” Ask 10 people what native advertising is, and you will get 10 different answers. The gist: “Sponsored content that looks and feels more […]

  • Top 10 Predictions for 2014

    E-Source by on January 16th, 2014

    Each year, I use this column to publish my annual predictions for the New Year. To judge for yourself how I’ve done, review my predictions from last year at bit.ly/PM360Predictions2013. Prediction #1: The Affordable Care Act (ACA) will change the face of pharma marketing. As the rollout of the ACA continues to unfold, the impact […]

  • How Much of My Budget Should I Invest in Data Analytics?

    E-Source by on December 10th, 2013

    Digital is perhaps the most measurable form of media that ever existed. The temptation to measure everything is great because essentially everything is measurable. But before adding to the expense of analytics, it is important to challenge yourself to commit specific actions you will take based on the data. I’ve seen far too many instances […]

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