• The New Health Frontier: It’s Partnered—and Personal

    Feature Articlesby on November 23rd, 2016

    Pharmaceutical. The word itself is fraught with subjective inference. As a society we project so many things onto the idea of pharmaceuticals. You think, among other things, Big Pharma. And let’s be honest, that’s a term growing increasingly loaded with pejorative overtones. Now think about this word: Medicine. You are immediately teleported somewhere positive. You […]

  • Five Inconvenient Truths That Can Make or Break a Product Launch

    Feature Articlesby and on November 23rd, 2016

    Launching new pharma products can result in many sleepless nights, leaving launch teams wondering, “Did we nail it?” Their uncertainty is not unfounded: McKinsey research suggests nearly half of all launches underperform pre-launch expectations set by companies and industry analysts. Combine this track record with the fact that the next five years will see more […]

  • Disruptive Delivery Technology Partnerships

    Feature Articlesby on November 23rd, 2016

    Pharmaceutical companies are racing to develop promising new biologic treatments for a multitude of cancers, autoimmune disorders, and genetic diseases. Biologics are soon to be the majority of top 100 drugs. However, according to a Deloitte 2016 industry report, Drugs Alone Are Not the Key to Future Treatments, drugs will remain important but will represent […]

  • Could This Work for Pharma? Inspiration from Outside Industries

    Think Tankby on November 23rd, 2016

    Could this work for pharma? It is a question that any marketer in our industry should ask when they see a successful campaign from another industry. Of course, not everything will. Other industries aren’t restricted by the same regulations as pharma. But that doesn’t mean pharma can’t learn marketing lessons from other industries. Sometimes it […]

  • How Brave Are You?

    Publisher's Messageby on November 23rd, 2016

    Brand managers today have a tough job—and it results in many sleepless nights. After all the work put into a launch, some teams end up biting their fingernails, wondering, “Did we hit the mark?” After all, launches don’t always turn out as expected. In fact, according to Janet Winkler of Publicis and Brian Fox of […]

  • Industry Briefs November 2016

    Industry Briefsby on November 23rd, 2016

    Deep Cuts Rock Novo Nordisk as CEO Steps Down One thousand cuts to staff are in the works at Novo Nordisk. According to company officials, the cuts are necessary to sustain productivity in 2017 as the company faces challenges and competitors. The notices will be distributed within the next two months. The cuts include: R&D […]

  • Your Job is Hard. And Maybe—Just Maybe—Your Agencies Made it Harder

    Guest Commentaryby on November 23rd, 2016

    In case you haven’t thought about it, the average length of a client-agency relationship is less than four years. The average tenure of a Chief Marketing Officer is even shorter—less than two years. If that also gets you thinking about how stressful life is for brand marketers on the front line, one of the major […]

  • Pharmaceutical Control is Shifting Again—Now it’s Health Systems in Charge!

    Physician POVby on November 23rd, 2016

    My medical career has moved in line with the shift in prescription control. As a PCP in the early ’90s, I controlled what treatment my patients would receive. As a result I was—or at least felt like—the center of the universe for pharmaceutical manufacturers. At the end of that decade I became CMO for a […]

  • Healthcare Watch November 2016

    Healthcare Watchby on November 23rd, 2016

    Doctor Docs: Medical Apps Fail Physicians in China Physicians in China are looking at medical apps to keep their industry knowledge up to date. Kantar Health’s recent survey of more than 10,000 doctors reveals that doctors spend at least 10 hours a week doing online activities related to their profession and 90% are subscribing to […]

  • Doing Business with People You Like: Why Patient Centricity is Not Charity

    Authentic Patient Voiceby on November 23rd, 2016

    One of the biggest myths about patient centricity is to think of it as simply “corporate social responsibility”—a charitable act that companies voluntarily do for others with little to no benefit to themselves. I argue that patient centricity and patient engagement are essential bread and butter functions that allow all other parts of the operation […]

  • Pharma and Patient Conferences: Making Participation More Meaningful

    Patient Educationby and on November 23rd, 2016

    We’ve all attended patient conferences on behalf of our organizations—as sponsors and exhibitors in particular. Advocacy organizers may also invite pharma sponsors to present to their patient and caregiver attendees. These events offer a unique opportunity to not only share information with patients and caregivers but also to learn from and get to know those […]

  • Drive Innovation in Medical Devices

    Med Device & Diagnosticsby on November 23rd, 2016

    As healthcare marketers, we need to understand the idea that the future of business is digital. The key to understanding: We see a convergence of multiple forces from outside the healthcare industry that are coming at an increased velocity. Disruption, technology, social media, and customer changing attitudes towards companies have all created an environment in […]

  • Eyes on the Bottom Line

    HCP Engagementby on November 23rd, 2016

    Healthcare costs affect all of us, both personally and professionally. With the steady drumbeat of public outrage over high drug prices, it’s easy to see why healthcare costs have become a huge focus in the news—especially during this election season. Healthcasts recently tackled the issue by surveying those on the front lines of patient care. […]

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