Feature Articles

Composing a Compelling Marketing Plan:

By Following Seven Key Steps (and Avoiding Four Perilous Pitfalls) the Successful Product Manager ...

Admired Ads: Classic Healthcare Creative

What are some of the great creative healthcare advertising concepts that have connected with ...

Content Strategy: Solving Your Content Problem

Four simple tactics for shaping patient and provider conversations.   Lesson one: Begin with ...

Smart DTC: How to Know How Well Your Marketing Will Work

Evaluating options for increasing ROI in direct-to-consumer campaigns. No one’s using guesswork anymore. DTC ...

Niche Patients Need Treatments, Too

With niche launches accounting for an ever-larger share of the market—and most growth—success depends ...

Only Connect: Bringing Order to Social Media Chaos

Patients look to family, peers, and fellow patients—“people like me”—for information much more frequently ...

Insurer Suits Highlight Copay Assistance

Copay coupon programs are under attack. Class action lawsuits filed in March are charging ...

Patient Adherence: Initiating the Journey toward Collaboration

As healthcare payment systems increasingly emphasize outcomes, stakeholders— manufacturers, providers, pharmacies, and payers—will have ...

The Extended Brand

Going beyond the pill to offer value-added services is helping companies from Incyte to ...