Marketing Strategy

DTC Performance-Based Marketing Summit and Pharma Insights

With mass-media direct-to-consumer pharmaceutical advertising under stress and getting creaky in the knees, it’s ...

Why Are Physician Networks Important to a Complete View of an HCP?

In my last column, I underscored the need for two key elements—granularity and completeness—for ...

Consolidation at the Core

To put Multichannel 2.0 into context, one needs to look beyond the familiar nearby ...

Movers & Shakers

AMGEN: HOOPER Amgen appointed Anthony (Tony) Hooper, executive vice president, Global Commercial Operations. Hooper ...

In an Era of Complexity, the Answer is K.I.S.S.

Today’s healthcare marketers are confronted with managing diverse communications channels and increasing regulatory challenges. ...

Marketers Need to Listen More and Talk Less

I don’t think any industry does as much market research as the pharmaceutical industry. ...

Patient Characteristics: There’s More to Know

In industries such as credit cards or consumer packaged goods, the amount of information ...

Rethinking Consumer Outreach

Meeting societal needs for ever-smarter communications support Today’s healthcare environment is under greater regulatory ...

What’s in a Name?

Replace your focus on the name of the network with the names in your ...

Understanding the Hidden Toll of Prescription Cost-Cutting

As the economy continues its struggles and household incomes remain flat, consumers are saving ...