In the wake of MD Anderson's costly failure with IBM's Watson supercomputer, a Watson backlash brewing in biopharma may lead to a moment of reckoning in life sciences.
Despite budgets bouncing back from a decrease in 2015, big threats have appeared that may temper future plans, Iskowitz writes.
The idea is that each gets some of what it needs. Payers gain some control over cost, and pharma may get to stay on formulary.
This month we will debut a restyled MM&M logo on our website, in a mobile-friendly, redesigned email newsletter, and on the cover of our magazine.
My hope is that all of us do a better job of focusing on value.
Each of this year's Influencers wields significant influence at a major health-related organization and boasts high-profile accomplishments, oftentimes ahead of the aforementioned pain-of- change curve.
Some innovations are still emerging, while others seem more elusive than ever. You'll find many moments whose impact resonates through time.
When the Career and Salary Survey made its debut, in 1987, Eli Lilly's Prozac led the list of mass-market drug launches and AIDS therapy had taken a big step forward with the approval of GlaxoSmithKline's AZT, a year earlier.
Were we trying to celebrate these women for having made hard-won progress in gender parity while also perpetuating a stereotype about them?
Besides being the right thing to do, elevating woman leaders confers a competitive edge to companies, a fact confirmed by multiple studies.
Many healthcare marketers still struggle to convey the importance of the digital medium in what is now undoubtedly a mostly digital world.
Innovation leaders in the healthcare sector say hire experienced staff, centralize your team, and encourage women in innovation to rise up the C-suite.
Payer pressure was once again voted the biggest challenge by respondents, and medium and large biopharma and medical device companies appeared to be most bothered by it.
DTC and OTC/wellness can borrow from mainstream consumer shops. Professional marketing may pose a tougher sell.
January marks the start of the 50th annual publication cycle of MM&M. We're also witnessing the industry enter its own technological golden era.
Hackathons are a dime a dozen in healthcare. But are they encouraging the community to collaborate on solving the most nettlesome problems, or merely to tinker on me-too solutions?
Three suggestions for defusing the highly charged pricing atmosphere
There remains a pressing need for more progress in puncturing the glass ceiling
Could Kardashian West's now-notorious Diclegis social post be more than an OPDP case study?
Taking a look back at what's happened—and what hasn't happened—on the healthcare communications policy front so far this summer
Can agencies prove that regulations no longer hinder Grand Prix-level branded work?
When Monique Levy, one of the most-level-headed analysts in the pharma industry, calls attention to a mysterious phenomenon, you listen.
Apple's ResearchKit could accelerate the pace at which industry approaches start-ups building products in the patient-facing part of health tech
If you look at this as simply a tool to drive your brand, you've missed the point
How should pharma organize around adjacencies to therapeutics?
Will DIY and the mHealth movement be the catalysts driving change?
As these 40 standouts show, the industry is ready to move forward
There needs to be a greater effort put into the issue of adherence. What can academia, providers, pharma and payers do to address this pressing need?
Gen Y wants companies to stand for "Important missions and values"
Satisfaction levels among pharma-based respondents fell, but didn't exactly tank
Companies are realizing that they need to be more attuned to their audience
We cemented our credibility during the most difficult period for publishing
Since when was the US better at soccer than advertising?
At MM&M's Leadership Exchange, the passion, candor, enthusiasm and respect were second-to-none
When it comes to the patent cliff, pharma, it seems, is so over it
Content marketing is no mystery. It's just the art of sharing good stories
At any given time, 25-40% of your staff don't know how to do their jobs
Gaming does not trivialize the patient's experience of a chronic disease
In this issue's All-stars coverage you'll find five great industry success stories from the past year. Here, in a nutshell, is why each won
What if pharmaceutical marketing could start again with a clean slate, reinvent age-old marketing instincts and put in place some things that we think would think might work a little better? What would it look like?
The battle for patient-centricity sounds a lot like the fight for digital
MM&M's Career & Salary Survey usually throws up at least one interesting storyline or trend each year, based on an analysis of the numbers. In this, the study's 27th year, I can give you at least three.
HCPs are viewing more content than before—but probably not your content
The breathtaking speed with which pharma marketing continues to evolve demands a continuous dialogue
Objectives have been redefined... now it's time to put them into practice
The actual amounts may be small, but the direction of the swing is undeniable
When Ian Talmage, Bayer HealthCare's SVP, global marketing, was faced with a cancer diagnosis, he found that other patients had more information to offer him than pharma did
The fact that Pfizer cut DTC spend by 30% and kept the top spot tells its own story
With the advent of expansive data, risk management has evolved to include assessment of the risk of not doing things.
Pharma's "digital adoption" conversation has almost always focused on new technologies, new channels, new audiences and new skills. But that's changing fast.
Too often "innovation" translates to "finding the best way to cut budgets"
If ever an industry could use four years of things staying basically the same, it's pharma
When toilet paper can get 2 million likes, you start to realize pharma is missing out
There is no way that each year more than a third of the industry is job hunting
Apple's tablet device, it seems, is now pharma's best friend, too. But it's not as simple as just rolling up to the physician's office, flashing your iPad for five minutes and watching market share soar.
Obamacare could cost the industry $140 billion—not exactly a windfall
Change is everywhere in healthcare... Standing still is not an option.
Not all gizmos are at war with mobile. In healthcare, it's become the opposite.
Like it or not, you have an obligation to communicate with your stakeholders
Pharma has made advances in solving health problems and that's where the future lies
Researchers are sensing a waning influence within their companies
A body of evidence suggests that gamification might change the world
Each year we are asked by many people how we arrive at our choices for the MM&M All-Stars. Here 's how we make those decisions.
We are planning to host at least three more virtual events in 2012
Is pharma catching up with technology or are companies still marketing like it's 1999?
The objective of the MM&M Awards program is to recognize and champion both creativity and effectiveness in healthcare marketing and communications. And what really sets these awards apart is the level of independence and authority with which every submission is judged.
While trawling through the MM&M archives ahead of our this, our 45th birthday, I found hundreds of gems—each story helping to chronicle the magnitude, direction and pace of the various changes our industry has undergone over the past four and a half decades.
As everybody always tells me, good talent is always in demand - especially now, and especially in this industry.
Just as we are going to press with this August print issue, the FDA has issued a set of draft guidelines for mobile medical apps.
The days are long, there's a whiff of barbecue in the air, A/C units have returned to their windows, the Mets are almost out of contention...and MM&M has been very, very busy. It must be July.
There's a lot of talk about innovation in pharma these days, or, at least, there's a lot of talk about the need for pharma to innovate.
In Jack Arnold's 1957 cult sci-fi classic The Incredible Shrinking Man, businessman Robert Scott Carey is condemned to a life of shrinkage, for which there is no medicinal remedy.
I'm a gonna tell you how it's gonna be..." screamed rock musician Jack White outside his music trailer, at the start of an "impromptu" one-man show at last month's all-conquering SXSW festival in Austin, TX.
If you're an advertising agency and I'm on your home page, 100% of the time I'm there to do something other than watch a Flash intro.
This month's cover story hails mobile apps as the future of patient education and disease management, which is a somewhat courageous statement.
Did you know that in India more human legs are lost each year to diabetes--around 40,000--than are lost to landmines across the entire world? Neither did I.
This time last year, the majority of us were glad to see the back of 2009. The industry welcomed 2010 with an uncertain mix of trepidation, relief, hope and bracing for the worst.
The chilly morning commutes into the office, and the dark journeys home, are evidence enough that fall has set in. But it's not only the seasons and the leaves that are changing. There are plenty of shifts taking place in pharma, too.
Welcome to this special showcase of the best work from the MM&M Awards 2010. Once again, the quality of the 46 gold- and silver- winning entries featured in these pages is outstanding.
Last month, I began this column by revealing what seemed like the first piece of good news in a long time--namely, that the average paycheck in the industry had risen for the first time in three years, according to our Career & Salary Survey.
Finally, some good news--salaries are back! At least, according to the 24th annual MM&M Career & Salary Survey.
Promoting prescription drugs is obviously a lot different than hawking cars, soda and sports apparel, not least because of the highly regulated environment in which pharma marketers operate.
Welcome to the big, fat July issue, featuring our extensive annual coverage of healthcare agencies.
The fine spring weather we've been enjoying here at MM&M has really put us in the mood to break out of the box and explore one or two fresh pastures.
Even though it's now been 13 years since the first ever TV commercial for a prescription drug brand debuted on our TV screens--Claritin's "Blue Skies"--the debate about the morality and responsibility of DTC advertising rages on. And the arguments haven't really changed all that much.
Often, when I am exposed to certain words and phrases, it acts as a cue for my mind to break into an accompanying composition of incidental music and fitting sounds effects.
Just a few hours before a heavy blizzard almost brought last month's ePharma Summit to its knees, a man called Dave deBronkart, aka e-Patient Dave, had brought it to its feet. I make no apologies if you already know his story; it's important and it's hardly boring.
Enough of what you can't do online! This has been the mantra at MM&M in the past few weeks, and the brief for this month's Patient Marketing Report.
When we set out to find our five All-Star teams for 2010, we were a little concerned that it might turn into an exercise for identifying the businesses and brands that...well, sucked the least in 2009. We needn't have worried.
I got a golden ticket! Or rather, my senior editor Matthew Arnold did.
Welcome to this showcase of winning entries to the MM&M Awards 2009. Once again, the quality of work is of the very highest order.
After last year's MM&M Awards produced success stories for numerous "nimble, smaller" shops, it was interesting to see some of the big boys fighting back in style this year: Saatchi & Saatchi, Draftfcb, McCann, GSW Worldwide, Ogilvy Healthworld and ghg (Grey) were all among the golds.
If you want to see something really ugly, then you need look no further than the journal advertising numbers for the first half of 2009.
It's salary survey season again at MM&M and given the economic turbulence that has characterized the past year, we didn't really know what to expect when we crunched the numbers.
It was 8:30 am on Monday, July 13, at the Warwick Hotel in the heart of the Big Apple and most of the 41 healthcare marketing and media execs that made up the MM&M Awards 2009 judging panel were already assembled, awakening their senses with coffee, cleansing their minds with vitamin C and sharpening their teeth on bagels.
I just might be the only editor of a longstanding business title who, this year, has the pleasure of welcoming readers to its biggest-ever issue.
You know that CME is in a bit of trouble when its longest-serving provider is hanging up its accreditation credentials and stepping out of the game.
Somebody asked me a few days ago why I bother to tweet. "What's the point of Twitter?" he continued.
Spring is here at last and we've been reorganizing some of our closet space here at MM&M, or chucking out the chintz as they say in the UK. Specifically, we've made a number of significant enhancements to the structure and content of our department pages. Why, you may ask?
In some ways, last month's ePharma Summit in Philadelphia (the ninth one, can you believe?) felt a little like the one before it, and even one before that, come to think of it.