The year 2015 may have lacked a hall-of-fame debut on par with 2014's hep.-C launches, but the year featured its share of intrigue in the form of sky-high valuations forcing big organizations to adjust their M&A approach and more. In this Q&A, Jon Gardner, deputy news editor at EvaluatePharma's EP Vantage, reads the tea leaves and hands out some awards—including Company of the Year honors for a controversial candidate
A peek at 159 aspiring agents, with profiles on 17 that could shoot to stardom. Rebecca Mayer Knutsen has the forecast
To hear politicians tell it—especially the ones seeking President Obama's job—pharma is motivated by profit and needs to be brought to heel. The reality of the situation, inside DC and out, is just a tad more complex. Larry Dobrow takes a closer look at what might be coming down the policy pipeline Illustration by Alex Fine
"Partnering up in complete transparency is the best possible scenario for patients"
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?
Click the link below to access the Digital Edition of the November 2015 issue of MM&M, with all text, charts and pictures.
Pharma marketers of all stripes came together on October 1 in New York City to celebrate another outstanding year's worth of work—and play Photos: Dan D'Errico
Would you expect that patient power exerted through social media might shake the job of a high-level FDA center director?
That 700% price hike created an issue that threatens years of pharma progress
The neurology space is gearing up to shake free of its decade-long stagnancy, with sector leaders and runners-up alike angling to push the boundaries. What that means: Imminent advances in genetic sequencing, targeted treatments and diagnostics, all designed to get to the biological root of neurological disorders. Rebecca Mayer Knutsen explains
It's an entirely different day for patient advocacy, yet we've only scratched the surface. Advocates and their pharma counterparts discuss what's standing in the way of deeper collaboration. Marc Iskowitz chairs a lively debate
To date, pharma marketers have viewed interactive video as more or less a curio—a tactic best assigned to next year's to-do list. But in doing so, they're missing a huge opportunity to connect in ways that more linear forms of advertising can't match. By way of IKEA and Coldplay, Mitch Apley explains
As pharma marketers continue on their age-old quest to engage physicians, the either/or choice between reps and digital tactics has largely gone away in favor of programs that incorporate both. At the same time, certain segments of the business are still finding their way in the brave new digital world. Larry Dobrow surveys the scene
Programmatic buying has started to take over the placement of digital ads, to the tune of $15 billion in 2015 sales. Is pharma in the process of following suit or will concerns about privacy and fraud dampen industry enthusiasm? Barbara Peck assesses the pros and cons
"Gene therapy is a collection of small details. It's not a secret sauce."
Choosing the best of the best is never easy. It is a challenging task. Our panel of more than 100 of the industry's top thinkers, opinion makers and creatives used their vast expertise and tried-and-true insight to score the hundreds of entries for the MM&M Awards 2015. Please see the attached pdf (below) to see this year's roster.
Welcome to this special showcase of the winning work from the MM&M Awards 2015
Recognizes an exemplary campaign or marketing initiative that distinguishes itself as "best in show."
Recognizes exceptional contribution to healthcare by an individual, a team, an organization, association or other relevant group.
Recognizing outstanding performance by a healthcare marketing agency with US revenues of greater than $50 million in 2014. //Sponsored by The Doctor's Channel
Recognizing outstanding performance by a healthcare marketing agency with US revenues of $15 million to $50 million in 2014. //Sponsored by Intouch Solutions
Recognizing outstanding performance by a healthcare marketing agency with US revenues of less than $15 million in 2014. //Sponsored by Fingerpaint
Young marketing executives who have been in the industry for three years or less on April 24, 2015, and who have excelled in their roles for any healthcare industry organization or marketing agency. //Sponsored by Artcraft Health
Marketing executives who have demonstrated exceptional levels of innovation in their roles for any healthcare industry organization or marketing agency. //Sponsored by Skipta
Marketing executives who have excelled in their roles for any healthcare marketing agency. //Sponsored by GSW
Marketing executives who have excelled in their roles for any healthcare organization (pharma, biotech, devices, diagnostics, medical group, payer, association, supplier, etc.). //Sponsored by Everyday Health
A marketing or communications campaign to promote a prescription or over-the-counter drug or medical product launched between January 1, 2014, and April 24, 2015. //Sponsored by Dudnyk
An integrated marketing, communications or awareness campaign executed across two or more channels on behalf of a healthcare client. Marketing spend greater than $5 million during the eligibility period. //Sponsored by Guidemark Health
An integrated marketing, communications or awareness campaign executed across two or more channels on behalf of a healthcare client. Marketing spend of $2.5 million to $5 million during the eligibility period.
An integrated marketing, communications or awareness campaign executed across two or more channels on behalf of a healthcare client. Marketing spend less than $2.5 million during the eligibility period.
Any advertisement/campaign, website (agency.com), video or other communications channel an agency uses to market its own brand, culture and capabilities. //Sponsored by tealbook
Any healthcare marketing, awareness or educational campaign that targets specific ethnic or religious audiences, using any combination of channels. Judges will look for an in-depth understanding of the target market in both the strategy and execution. //Sponsored by Univision Communications
Any philanthropic advertisement/campaign, website (corporation.com), video or other communications channel to promote a nonprofit organization or raise awareness of a specific cause, for which the agency received no payment. //Sponsored by ICC, an FCB Health Company
Branded TV advertisement, or a series of advertisements (maximum of three), used to promote a prescription drug, medical product or service.
Any advertisement/campaign, website (corporation.com), video or other communications channel used to promote a corporate client.
Campaign composed of a minimum of two print ads for a prescription drug, medical product or service appearing in any medical journal or periodical. OTC products are not permitted in this category.
A single print ad for a prescription drug, medical product or service appearing in any medical journal or periodical. OTC products are not permitted in this category.
A minimum of two print ads in support of a prescription drug, medical product or service appearing in any consumer magazine or newspaper. OTC products are not permitted in this category. //Sponsored by MicroMass Communications
Any smartphone apps or tablet apps targeting healthcare professionals, including: medical reference, diagnostics aids, prescribing aids, branded communications, patient records, CME apps, search tools, etc. //Sponsored by TBWA\WorldHealth
Any digital initiatives targeting healthcare professionals, such as CRM programs, e-detailing, e-CME, online video, 3-D animation, interactive live exhibits, video games and interactive sales training for reps. //Sponsored by The CementBloc
Any digital initiatives or apps offering consumers information, tools, education or promotion in the nonmedical health-and-wellness space. Includes mobile apps, tablet apps, measurement and tracking tools, CRM programs, online video, mobile-texting, video games, contests, etc. //Sponsored by Healthline
Any digital initiatives or apps aimed at consumers, offering information, tools, education or promotion relating to diagnosis, treatment or management of medical conditions and ailments. Includes apps, tracking tools, surveys, CRM programs, online video, mobile-texting, video games, contests, etc. //Sponsored by Ogilvy CommonHealth Worldwide
Any digital initiative targeting either consumers/patients, healthcare professionals or other stakeholders using social-media channels that demonstrates a community building aspect and best use of platforms.
Any print or digital sales aid targeting healthcare professionals in support of a branded prescription product or service.
Websites, TV ads or other media promoting awareness or offering information about specific disease states (disease.com) or health issues (issue.com). //Sponsored by Publicis Healthcare Communications Group
Websites promoting specific branded medical products and services (brand.com) to HCPs. Excludes media properties, such as WebMD and NEJM.com, and CME websites.
Websites promoting specific branded medical products and services (brand.com) to the consumer audience. //Sponsored by Lifescript
Communications efforts promoting awareness and positive perception of healthcare products, services, corporations and organizations to consumers, employees, healthcare professionals, the investor community and other stakeholder groups.
Any print publication and/or web property carrying editorial content directed at healthcare professionals, including medical journals and periodicals.
Any print publication and/or web property carrying editorial content directed at consumers and patients, including: magazines, newspapers, newspaper sections, custom publications, websites and online versions of print brands. //Sponsored by Concentric Health Experience
Click the link below to access the complete Digital Edition of the October 2015 issue of MM&M, with all text, charts and pictures.
Marketing initiatives that individually target consumers, healthcare professionals or any other stakeholder audience, with the objective of inducing a response or specific action.
When will the pharma industry resume working with Congress on drug safety?
Vaccines are in vogue and practically taunting pharma with the potential of blockbuster price tags. But while big companies reign in the sector—largely due to cost- and resource-related barriers of entry—a handful of smaller players are taking a stab at creating vaccines for a narrowing field of unmet diseases, like RSV and C. diff. Rebecca Mayer Knutsen reports
Get on a plane. Pick the right people. Use less e-mail. More SOPs. Marc Iskowitz asks seven execs from both sides of the agency-client divide how to partner despite rising challenges ALL PHOTOGRAPHS THROUGHOUT BY ERICA BERGER
For all the talk about EHRs and their eventual point-of-care ubiquity, skeptics remain. Will EHR platforms ever become penetrable enough for pharma to consider them as an integral part of the non-personal promotion tool kit? James Chase reports
As the need for more informed conversations with KOLs has grown, so too has the role of medical science liaisons. But as they attempt to bolster trust and familiarity with those audiences, MSLs are challenged by the volume of personalized information they need at their disposal to engage in a meaningful way. Enter—what else?—the cloud. Veeva Systems' Robert Groebel explains
Alcon ace pilots lens work with Google
Recruiting and retaining talent have always been concerns for healthcare agencies—and as the pace of industry has quickened, the challenge has intensified. James Chase assesses the opportunities and pain points—the methods and the madness—of agency careers / Illustration by A. E. Kieren
As four highly regarded execs tell Larry Dobrow, the road to a rewarding career in pharma and healthcare marketing can include anything from a high school teaching stint to a gig as an athletic trainer in the Toronto Blue Jays organization
There remains a pressing need for more progress in puncturing the glass ceiling
Average salaries are up—that's good! Salary gender disparity remains—that's bad! What other takeaways can be gleaned from the data revealed by respondents to MM&M 's annual Career & Salary Survey? Larry Dobrow gets inside the numbers
Now that the first two PCSK9 inhibitors have been given the thumbs-up by the FDA, the payer community finds itself in a situation comparable to the one it faced upon the arrival of transformative hep.-C drugs: What are they prepared to pay—and which drugs will get the formulary nod? Jaimy Lee assesses the fluid market dynamics
Click the link below to access the Digital Edition of the September 2015 MM&M, with all text, charts and pictures.
Can predictive analytics, embedded into CRM, fulfill the promise on which closed-loop marketing fell short: Allow pharma to harness data from rep visits to make their upcoming digital sales pitches smarter?
Social media has the potential to elevate challenger brands to the highest step on the podium. But with many companies still languishing in the blocks, medal-worthy performances remain few and far between. It's time for pharma to step up its social game, as James Chase reports
The rise of digital promotion and the need to wring every last drop of ROI from successful products have created a new niche: one with shoestring budgets, little to no sales-force support and competitors ready to pounce. Frank Celia explores late-lifecycle marketing and the companies and brands that manage to flourish there
Mobile is the multilayered ecosystem into which all products are now launched, so doing it right is crucial to commercial and outcomes success. James Chase draws on the insights of mobile health experts to compile six key considerations
Patient education used to be a cookie-cutter operation: Hire a spokesperson, plan an event and draft a static list of symptoms, then call it a day. But in the wake of groundbreaking campaigns from AstraZeneca and Novartis, the industry may well have to raise its content-creation game—and cede considerable control to super-informed patients in the process. Larry Dobrow reports on the two programs that have raised the patient-ed stakes
Amy Clarke Luchsinger "thinks that HCPs want both digital and print. The people [she] talks with just want to be able to access information when and where they want it . . .
Print has been written off so often as being obsolete and unwieldy that it seems a wonder that it is still with us. So why does Kantar Media data for the first half of 2015 suggest that print remains vital? Rebecca Mayer Knutsen breaks down the numbers—and through the conventional wisdom
Could Kardashian West's now-notorious Diclegis social post be more than an OPDP case study?
From hormone-replacement therapies to super-effective breast-cancer drugs to the so-called female Viagra, innovation within the women's health category has accelerated in recent months.
McCann Health hosted a lively debate on the future of pharma branding at the Cannes Lions Health international creative festival. MM&M sister publication Campaign listened in
Before you fire up your outrage and vent your spleen, take a long look inside your parents' (or your own) medicine chest
What to do next year to be sure to see your agency's efforts highlighted in the big-time venue Lions Health
More than 100 handpicked healthcare marketing professionals spent hours analyzing and debating your MM&M Awards entries. Here are the ones that made the finalist cut
The arrival of the Apple Watch—following hardware from Samsung and others—has sparked interest among app developers for use in consumer healthcare. Do wearables have a role in life-science sales and CRM?
Passing the 21st Century Cures Act was a bipartisan success due to open lines of dialogue among stakeholders
Click the link below to access the Digital Edition of the August 2015 of MM&M, with all text, charts and pictures.
To unlock the vast business potential of the cloud, pharma must first overcome its inherent resistance to change and then commit to tearing down those silo walls. James Chase reports
With rare exceptions, the point of care used to be one of three places: the doctor's office, the hospital or the pharmacy. But with advancing technology and connectivity facilitating physician-patient sessions that can take place with one—or both—participants lounging on the beach, the point of care is now officially wherever patients want it to be. Rebecca Mayer Knutsen reports
The products are safe. The science is rock-solid. Patients are champing at the bit. But as much as the industry may be lining up behind gene therapies, marketing and operational questions abound. Larry Dobrow reports on the current state of the gene therapy union
Content marketing is not advertising in the old sense. In its use of social media, content marketing challenges consumers while relying on their input. It is proactive and responsive to their concerns, needs and energy. Content marketing has become the new voice of marketing. Learn what you need to know and how pharma marketers can adapt to this innovative venture into social media by clicking here for access.