Most Recent Articles by Barbara Peck
The best marketers possess a mix of scientific know-how, digital dexterity, and unflappability. To keep them, agencies need to revise their thinking and tactics.
Participants in this roundtable explore how digital forms of data are poised to illuminate the reimbursement pathway, as market access gets its closeup.
In apportioning their media budgets, pharma companies continue to straddle the line between new and traditional strategies.
Industry leaders discussed why a social-centric approach is especially important in oncology, particularly as it relates to health systems, interactions with healthcare providers, and family support.
Amidst the massive technological and social changes upending the societal status quo, the culture of doctors around the globe is also in flux. Technology must be humanized to advance care. McCann Health's "Truth About Doctors" study uncovers what this means for pharma marketers and how the industry can help doctors future-proof their profession.