Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.
Any time a firm needs to save money, high-salaried executives are targets
These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.
Give the cool 20% of your audience cool stuff, like apps. Relate to the other 80% in ways that are less cool
A level of trust happens when you have an in-person relationship that just can't be recreated online
In an era when many patients prefer a conversation over a commercial, and as the FDA considers revisions to the "brief summary," how much risk information is necessary in DTC ads and why?
Hospira is taking to the courts to fight off generic threats to its hospital sedation drug Precedex
Ben Ingersoll, Chief creative officer, ghg
Meredith Mae Roberts, Senior Copywriter, HCB Health
A charge of sexism against the FDA clouds the views surrounding a drug's application
Sometimes an OTC brand looks like a DTC brand—and sometimes an OTC brand helps patients using DTC brands. This is the case with GSK's Biotene.
Satisfaction levels among pharma-based respondents fell, but didn't exactly tank
The anti-vaccination movement continues to make noise, but the Ebola scare has highlighted the role vaccines play in controlling diseases—and saving lives. Joe Dysart looks at the implications of the quest for an anti-Ebola vaccine, as well as the corporate shakeup in the vaccine sector.
As these eight pharma execs tell Larry Dobrow, achieving long-term success takes learning, listening, adapting and connecting with colleagues
Salaries are down,the industry gender gap persists and people have their eyes peeled for better gigs. But job satisfaction remains positive and, compared with other businesses, the pay isn't half-bad. James Chase attempts to make sense of the seeming contradictions
Steve Cashman, Founder and CEO, HealthSpot
What do healthcare agencies really want when it comes to potential employees? The answer to that question is in a constant state of flux, as technologies, clients' changing demands and the ever-expanding skill sets of a new generation of job seekers are transforming the rules of recruitment and hiring. Larry Dobrow reports
Click the above link to access the complete Digital Edition of the September 2014 issue of MM&M, with all text, charts and pictures.
Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike
GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?
Problems and changes have set ablaze criticism over the Sunshine Act's implementation
Noven's spots for Brisdelle send a positive brand message
Companies are realizing that they need to be more attuned to their audience
What good is information, if it forgoes the emotion that moves people to take action? Enter visual storytelling—an emerging art form designed to conjure up narratives through stirring imagery and simple messaging.
To see what's new in the women's health market, it might be necessary to take a look back. The return of the IUD is just one comeback shaping the future of a field that has never been a stranger to controversy. Noah Pines reports on the latest developments in this space
Welcome to patient education circa 2014: With patient expectations at an all-time high, pharma marketers are struggling to keep up in the quest to make meaningful contact with tech-empowered audiences. But a few savvy companies seem to have cracked the communication code, moving to the forefront of this movement. Larry Dobrow reports
Print's numbers may be taking some small steps in the right direction, but data is what the industry really wants to sink its teeth into. Larry Dobrow reports on what 2014's slight uptick means in the context of an evolving media mix
Andrew Thompson, CEO, Proteus Digital Health
As its focus moves from manufacturing to service, pharma needs to partner with healthcare neophytes as well as established players. James Chase asks six experts to assess the risks and opportunities
FDA's current re-examination of its off-label promotion policies in light of the First Amendment is a delicate balancing act between its rock-solid traditional enforcement posture and a diverse new electronic communications environment.
Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.
Dan Chichester, chief creative officer, LLNS
We cemented our credibility during the most difficult period for publishing
Stuart Raetzman, CEO, Galderma Labs
Linzess has been enhanced and reworked to reach self-identified sufferers with its own brand relief story
What happens when it's the FDA—not a medical marketer—that is doing the overstating?
Don't waste another minute or dollar on your brand standards manual. It's painfully irrelevant
Pharma cites "payer pressure" as one of its biggest marketing challenges yet struggles to make the "value" case for products. How can it translate market-access awareness into reimbursement success?
More than 100 esteemed industry leaders and thinkers spent several hours discussing, reviewing and scoring around 700 entries to the MM&M Awards. Here are the results of their efforts—the 2014 finalists
Pharma is moving toward a broader treatment paradigm based on providing additional services for patients. Boris Kushkuley describes what the Pill+ model looks like, and how multichannel marketing can facilitate it
Immunotherapy is an emerging powerhouse in cancer treatment. Early gains being made in multiple tumor types provide a glimpse of the effectiveness of several agents and regimens. While longer follow-up is needed, the results have analysts talking about a big shift in the war on cancer. Joe Dysart reports
When assessing the value of breakthrough drugs, Health Economics & Outcomes Research can help generate the economic profile of a new therapy. Mohan Bala and Meghan Gallagher explain its use
A major information explosion is just the tip of the iceberg in the paradigm shift that is taking place between pharma, marketers and the patients that they serve. James Chase asks experts from across the patient-to-pharma spectrum how the industry can negotiate the new environment to successfully put patients first
Innovation is still valued in the orphan-drug space, but the reimbursement bar is rising. NPS Pharma's Eric Pauwels, who's launched five ultra-rare disease products, explains how these biotech brands can demonstrate their value. Marc Iskowitz reports
Last week, the former FDA branch chief who originally approved LASIK machines asked FDA to reconsider its denial last month of his petition to ban these devices.
Recent treatments in CF, including the inhaled antibiotic Tobramycin, have increased lifespan well into adulthood.
What do you call the people who treat medical breakthroughs as if they were bank heists? Malicious? Uninformed? Not with it?
A steady focus on data analytics brings a new level of relevance
At Chicago firm, new business and a new strategic partnership
Thinking globally leads this agency to continued solid performance
Bucking the "monolithic" model results in client, revenue growth
After 30 years in the business, still finding new avenues to explore
Chicago firm broadens its base beyond a rare-disease specialty
A focus on specialty pharma puts this agency in a solid position
Longtime "patient-centric" agency sets the engagement standard
Getting out of the "professional agency box" spurs major growth
Launch leaders: Agency excels at helping brands get to market
Changing technology opens a path to "business transformation"
Chicago firm leverages specialty expertise into growing revenues
Getting out of its comfort zone lets agency pursue new opportunities
New collaboration at the top invigorates inVentiv Health shop
Keeping an eye on the media mix while never losing sight of digital
An agency with a big name and clients takes a personal approach
Agency comes out swinging after Pfizer hit, and scores a comeback
A broader scope opens the path to a new set of opportunities
Tempering a diversification drive with a focus on the fundamentals
Understanding patient behavior helps this agency bring in clients
A nimble, flexible approach attracts a diversified client base
Change is a constant across the board for this Boston-based firm
Launches and orphan brands lead agency to its "best year ever"
Even a year filled with changes "didn't change who we were"
"Great growth, new clients, new work" at this McCann shop
A new leader aims to transform both his agency—and healthcare
Maintaining a culture that has brought about long-term success
Taking a different line of thought brings double-digit growth
A well-planned transition puts agency in "a place of strength"
Using a "full-circle" approach attracts a broad range of clients
Future-focused, "fiercely independent" Toronto agency continues to surge
Moving past the consolidation hurdle with expansion and strength
Solid knowledge of devices and diagnostics brings in business
Achieving success by creating unique experiences, not just ads
A hi-tech focus adds devices work to Toronto shop's roster
A David that can go toe-to-toe with the network-agency Goliaths
"Mobile is here to stay," and this agency is poised to benefit from it
Despite a six-month breather from pitches, ICC firm's sales rose
Acting like a conflict shop—with the resources of a large company
New talent and expanding scope have made it "a different agency"
A new parent company creates a better position for moving forward
Reimbursement is a hurdle, but HLG is succeeding nonetheless
Getting under the PHCG umbrella, but keeping its staff and culture
Despite a rocky year, agency sets a solid course for future success
By thinking locally, the agency develops global-scale success
Expertise in digital and devices nets record year for Austin agency
Employing a tech-forward strategy to create "a new kind of agency"
For this agency, it's not about saying "digital," it's about doing it
A setbacl from a major client opens a path to diversification
Experimentation is the key word at the Havas network software hub
Balancing the status quo with a taste for the new reaps benefits
A team that deftly fielded several curves the FDA threw its way
Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.