• Digital Pharma West Holds First ePatient & Healthcare Activist Summit

    The Scene by on August 8th, 2013

    June’s 4th Annual Digital Pharma West brought together Directors from Digital, Multi-Channel, Mobile, Social Media, eBusiness and eMarketing departments as well as brand and product managers from 104 different organizations to share insights into the latest cutting edge digital strategy and practical marketplace application. This meeting featured over 34 one-of-a-kind sessions, panel discussions, an interactive […]

  • The Strategic Importance of eMail

    Guest Commentary by on August 8th, 2013

    The hundreds of pharma marketers at the 4th Annual Digital Pharma West conference were no doubt eager to learn about the latest trends such as mobile marketing and wearable devices. But they also learned a great deal about one of the original tactics in the digital marketing playbook—email marketing—from a presentation by an authority on […]

  • Upgrading the User Experience and Improving the Product Website

    Analytics by on July 23rd, 2013

    A recent study published in JAMA Internal Medicine, revealed that there may be a fundamental problem with most websites for branded pharmaceutical products: They are too difficult to understand. The study found that the reading level of patient-specific medical education materials may be too high for most online information-seeking patients to grasp. The average American […]

  • Do Docs Notice Ads? New Research on Doctors Helps Find Path to Engagement

    When it comes to brand marketing, all we really want is to be noticed. Like a college freshman with a crush on a popular senior, we’re sending all the right signals and hoping they’ll look our way. But how do we know if our physician audiences are aware of our marketing efforts? Which media gets […]

  • Movers and Shakers

    Movers & Shakers by on July 16th, 2013

    Roska’s New Chief Creative Officer Tina Fascetti joined Roska Healthcare Advertising as Executive Vice President and Chief Creative Officer. Fascetti previously worked with Roska as a consultant on several critical projects, and brings to her new role more than 20 years of experience managing agency-of-record relationships, product launches, customer experience programs and branding initiatives in […]

  • Platform for Value Beyond the Pill

    Guest Commentary by and on July 16th, 2013

    Maybe you were at the recent ePharma Summit when a respected cardiologist—in a panel discussion—told pharma marketers in attendance “You’re not getting it!” Another physician on the dais concurred. You could hear a pin drop. The underlying message was a plea for a little less overt drug promotion and more ways for pharma to meaningfully […]

  • Evaluating Two Unbranded Sites: Purdue Pharma’s “Partners Against Pain” and Pfizer’s “Get Healthy, Stay Healthy”

    Panorama by on June 24th, 2013

    According to Manhattan Research, online consumers with a chronic condition are interested in registering for a patient support program, and they want financial assistance, meal plan recipes, tools to track and manage their health, and a registered nurses hotline. So how are existing pharma unbranded consumer sites meeting these standards? In the first of our […]

  • The CLM Conundrum: Examining Responsiveness

    In our past post The CLM Conundrum: Three Pillars of Success, we discussed why for many pharma companies, CLM has often failed to deliver on its initial hype, and discovered CLM’s first pillar, Personalization. In the second installment, we focused on Analytics. In this post we turn to the third and final pillar of CLM, […]

  • The ‘Ins and Outs’ of Relationship Marketing

    Feature Articles by on June 13th, 2013

    Over the past few years, the practice of Relationship Marketing (RM) within pharma has been growing at an extraordinary rate. Some experts estimate that U.S. drug firms spend $300 to $650 million annually on RM software and systems, and those are estimates from 2009.1 Almost any brand that markets toward consumers directly has some sort […]

  • Publisher’s Message: Setting Direction

    Publisher's Message by on June 1st, 2013

    What could be more important than a company’s marketing plan? It is, as David Davidovic, author of Developing A Killer Marketing Plan (page 40), says the very thing that sets a brand’s direction, its expectations and how a company’s resources will be allocated in the coming year. Yet many marketing plans end up in binders, […]

  • Is the Future of DTC Marketing All Digital?

    DTC 360 by on June 1st, 2013

    According to a report released last month by Accenture, three of the top five business priorities for the drug industry are reducing costs, mastering multi-channel marketing and improving the use and effectiveness of digital marketing. In order to accomplish the latter, drug executives are looking at increased use of analytics to target spend and drive […]

  • Five New Fundamentals of Digital Healthcare Marketing

    Digital Strategy by on June 1st, 2013

    Our expectations of an engaging and fulfilling digital experience continue to rise based on the totality of our experiences online. Our industry needs to keep pace if we want to continue to demonstrate returns via the digital channel. We need to focus on the customer experience and reframe our digital approaches through that lens. To […]

  • PM360 Presents Novel Patient-Centric Strategies

    Feature Articles by on May 21st, 2013

    Patient Centricity. You have probably heard that phrase a million times this year alone. After all, it is one of the biggest buzzwords of 2013. But there is a reason for that. Pharma needs to find a way to better reach and engage with patients—and this goes beyond ads that get them to ask their […]

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