Features Read the complete November 2014 Digital Edition

Read the complete November 2014 Digital Edition

Click the above link to access the complete Digital Edition of the November 2014 issue of MM&M, with all text, charts and pictures.

Features

Is guidance stifling social media?

Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?

Features Upward Move: Jose Rivera

Upward Move: Jose Rivera

Jose Rivera. EVP, account director, Concentric

Features At Work With: Chris Nelson

At Work With: Chris Nelson

Chris Nelson, VP of analytics and inbound marketing, Intouch Solutions

Features Washington Insider: Mistruths and half-truths about oncology meds

Washington Insider: Mistruths and half-truths about oncology meds

Demonizing new treatments distracts from the real problem: policies that focus on the near-term

Features DDR on DTC: Symbicort

DDR on DTC: Symbicort

A great new campaign for AZ's Symbicort cleverly uses the Three Little Pigs's nemesis, the Big Bad Wolf

Features Marketing to Millennials

Marketing to Millennials

Gen Y wants companies to stand for "Important missions and values"

Features Give docs a shot in the arm

Give docs a shot in the arm

Is there anything that pharma can do to make doctors' lives easier?

Features Private View: Immersive Ideas

Private View: Immersive Ideas

These multi-dimensional, surround-sound experiences suck you right in for living, breathing engagement

Features

Point of Care and Engaging HCPs (November 2014)

A monthly showcase of companies offering expertise, experience and services within specific areas of the industry.

Features Leadership Exchange: Engaging the Digital Natives

Leadership Exchange: Engaging the Digital Natives

Striking the right tone in health communications with digital-savvy Millennials is tricky. Marc Iskowitz asks seven experts for some of the keys to facilitating that conversation

Features Therapeutic Focus 2014: Neurology

Therapeutic Focus 2014: Neurology

New therapies are shaking up MS and insomnia, while the slow pace of progress in Alzheimer's continues to frustrate patients and physicians alike. Welcome to neurology, where, Joe Dysart reports, treatment breakthroughs in certain areas are counteracted by setbacks in others

Features Cloud Marketing: Cloud Power

Cloud Marketing: Cloud Power

For all the talk about "the cloud," it promises most players in the pharma loop—sales and marketing execs, R&D teams and even the FDA—a better and faster way of doing business. Sarah Mahoney reports on how "the cloud" has become much more than a buzzword, and on what's inhibiting adoption

Features Point of Care: Ready to Wear

Point of Care: Ready to Wear

For the last few years, technology companies have been far more bullish about the potential of wearable health devices than healthcare organizations, never mind the consumers who were supposedly so eager to embrace them. New research, however, reveals that wearables may finally be catching on. Parks Associates' Harry Wang explains

Features Informed Targeting: Target Practice

Informed Targeting: Target Practice

As traditional saturation detailing and speaker programs lose ground, the advent of big data and analytics is letting pharma companies reach prized prescribers through new techniques like informed targeting and dynamic marketing. ZS Associates' Pratap Khedkar and Malcolm Sturgis explain

Features Engaging HCPs: Inhospitable

Engaging HCPs: Inhospitable

Hospitals used to be much more welcoming to pharma sales reps than they are today. Larry Dobrow looks at how the rise of the hospitalist has changed the game plan for getting the word out about products

Features Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Features Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Features Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.

Features Know your audience, every member of it

Know your audience, every member of it

Give the cool 20% of your audience cool stuff, like apps. Relate to the other 80% in ways that are less cool

Features In an online world, don't forget the offliners

In an online world, don't forget the offliners

A level of trust happens when you have an in-person relationship that just can't be recreated online

Features

Has risk information run rampant?

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?

Features A court battle to crack "use codes"

A court battle to crack "use codes"

Hospira is taking to the courts to fight off generic threats to its hospital sedation drug Precedex

Features Upward Move: Ben Ingersoll

Upward Move: Ben Ingersoll

Ben Ingersoll, Chief creative officer, ghg

Features At Work With: Meredith Mae Roberts

At Work With: Meredith Mae Roberts

Meredith Mae Roberts, Senior Copywriter, HCB Health

Features Washington Insider : Science, Not Ideology

Washington Insider : Science, Not Ideology

A charge of sexism against the FDA clouds the views surrounding a drug's application

Features DDR on DTC: Biotene

DDR on DTC: Biotene

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.

Features Down... but not out

Down... but not out

Satisfaction levels among pharma-based respondents fell, but didn't exactly tank

Features Therapeutic Focus 2014: Vaccines

Therapeutic Focus 2014: Vaccines

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.

Features Career Paths: The Climb

Career Paths: The Climb

As these eight pharma execs tell Larry Dobrow, achieving long-term success takes learning, listening, adapting and connecting with colleagues

Features Career & Salary Survey: In Check

Career & Salary Survey: In Check

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

Features Headliner: HealthSpot's teleconnected CEO

Headliner: HealthSpot's teleconnected CEO

Steve Cashman, Founder and CEO, HealthSpot

Features Recruitment: The New Breed

Recruitment: The New Breed

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

Features Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the September 2014 issue of MM&M, with all text, charts and pictures.

Features Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Features

Are discounts cutting out co-pays?

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?

Features Washington Insider: Open Payments

Washington Insider: Open Payments

Problems and changes have set ablaze criticism over the Sunshine Act's implementation

Features DDR on DTC: Brisdelle

DDR on DTC: Brisdelle

Noven's spots for Brisdelle send a positive brand message

Features Live, listen and learn

Live, listen and learn

Companies are realizing that they need to be more attuned to their audience

Features Private View: Visual Storytelling

Private View: Visual Storytelling

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.

Features Therapeutic Focus 2014: Women's Health

Therapeutic Focus 2014: Women's Health

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

Features Patient Education/ Marketing: Keeping Pace with Patients

Patient Education/ Marketing: Keeping Pace with Patients

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

Features Journal Ad Review: Reality Bites

Journal Ad Review: Reality Bites

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

Features Headliner: Proteus CEO takes an original path

Headliner: Proteus CEO takes an original path

Andrew Thompson, CEO, Proteus Digital Health

Features Leadership Exchange: How Do We Get Beyond the Pill?

Leadership Exchange: How Do We Get Beyond the Pill?

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

Features FDA and off-label uses: a balancing act

FDA and off-label uses: a balancing act

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.

Features Read the complete August 2014 Digital Edition

Read the complete August 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Features Private View: Discussing Women's Health

Private View: Discussing Women's Health

Dan Chichester, chief creative officer, LLNS

Features We've only just begun

We've only just begun

We cemented our credibility during the most difficult period for publishing

Features Headliner: Galderma CEO confronts challenges

Headliner: Galderma CEO confronts challenges

Stuart Raetzman, CEO, Galderma Labs

Features DDR on DTC: Linzess

DDR on DTC: Linzess

Linzess has been enhanced and reworked to reach self-identified sufferers with its own brand relief story

Features Washington Insider: When FDA overstates its case

Washington Insider: When FDA overstates its case

What happens when it's the FDA—not a medical marketer—that is doing the overstating?

Features Saying goodbye to brand standards manuals

Saying goodbye to brand standards manuals

Don't waste another minute or dollar on your brand standards manual. It's painfully irrelevant

Features

Can value vanquish payer pressure?

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?

Features MM&M Awards 2014: The Final Cut

MM&M Awards 2014: The Final Cut

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

Features Multichannel Marketing: At Your Service

Multichannel Marketing: At Your Service

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

Features Therapeutic Focus 2014: Oncology

Therapeutic Focus 2014: Oncology

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

Features Marketing Research: A Question of Value

Marketing Research: A Question of Value

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

Features Leadership Exchange: Thinking More Like a Patient

Leadership Exchange: Thinking More Like a Patient

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

Features Biotech Report: Ultra Man

Biotech Report: Ultra Man

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

Features In sunny world of LASIK marketers, a dark underbelly

In sunny world of LASIK marketers, a dark underbelly

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.

Features Antidote: On Cystic Fibrosis treatments

Antidote: On Cystic Fibrosis treatments

Recent treatments in CF, including the inhaled antibiotic Tobramycin, have increased lifespan well into adulthood.

Features The $3 generic and the $1,000 pill: pharma outsiders just don't get it

The $3 generic and the $1,000 pill: pharma outsiders just don't get it

What do you call the people who treat medical breakthroughs as if they were bank heists? Malicious? Uninformed? Not with it?

Features Top 100 Agencies 2014: W2O Group

Top 100 Agencies 2014: W2O Group

A steady focus on data analytics brings a new level of relevance

Features Top 100 Agencies 2014: Topin & Associates

Top 100 Agencies 2014: Topin & Associates

At Chicago firm, new business and a new strategic partnership

Features Top 100 Agencies 2014: Sudler & Hennessey

Top 100 Agencies 2014: Sudler & Hennessey

Thinking globally leads this agency to continued solid performance

Features Top 100 Agencies 2014: STRIKEFORCE Communications

Top 100 Agencies 2014: STRIKEFORCE Communications

Bucking the "monolithic" model results in client, revenue growth

Features Top 100 Agencies 2014: StoneArch

Top 100 Agencies 2014: StoneArch

After 30 years in the business, still finding new avenues to explore

Features Top 100 Agencies 2014: Siren Interactive

Top 100 Agencies 2014: Siren Interactive

Chicago firm broadens its base beyond a rare-disease specialty

Features Top 100 Agencies 2014: Scout Marketing

Top 100 Agencies 2014: Scout Marketing

A focus on specialty pharma puts this agency in a solid position

Features Top 100 Agencies 2014: Rosetta

Top 100 Agencies 2014: Rosetta

Longtime "patient-centric" agency sets the engagement standard

Features Top 100 Agencies 2014: RevHealth

Top 100 Agencies 2014: RevHealth

Getting out of the "professional agency box" spurs major growth

Features Top 100 Agencies 2014: Renavatio Healthcare Communications

Top 100 Agencies 2014: Renavatio Healthcare Communications

Launch leaders: Agency excels at helping brands get to market

Features Top 100 Agencies 2014: Razorfish Healthware

Top 100 Agencies 2014: Razorfish Healthware

Changing technology opens a path to "business transformation"

Features Top 100 Agencies 2014: Purohit Navigation

Top 100 Agencies 2014: Purohit Navigation

Chicago firm leverages specialty expertise into growing revenues

Features Top 100 Agencies 2014: Publicis Life Brands Medicus

Top 100 Agencies 2014: Publicis Life Brands Medicus

Getting out of its comfort zone lets agency pursue new opportunities

Features Top 100 Agencies 2014: Palio+Ignite

Top 100 Agencies 2014: Palio+Ignite

New collaboration at the top invigorates inVentiv Health shop

Features Top 100 Agencies 2014: Pacific Communications

Top 100 Agencies 2014: Pacific Communications

Keeping an eye on the media mix while never losing sight of digital

Features Top 100 Agencies 2014: Ogilvy CommonHealth Worldwide

Top 100 Agencies 2014: Ogilvy CommonHealth Worldwide

An agency with a big name and clients takes a personal approach

Features Top 100 Agencies 2014: Neon

Top 100 Agencies 2014: Neon

Agency comes out swinging after Pfizer hit, and scores a comeback

Features Top 100 Agencies 2014: The Navicor Group

Top 100 Agencies 2014: The Navicor Group

A broader scope opens the path to a new set of opportunities

Features Top 100 Agencies 2014: Natrel Communications

Top 100 Agencies 2014: Natrel Communications

Tempering a diversification drive with a focus on the fundamentals

Features Top 100 Agencies 2014: MicroMass Communications

Top 100 Agencies 2014: MicroMass Communications

Understanding patient behavior helps this agency bring in clients

Features Top 100 Agencies 2014: MedThink Communications

Top 100 Agencies 2014: MedThink Communications

A nimble, flexible approach attracts a diversified client base

Features Top 100 Agencies 2014: Mc|K Healthcare

Top 100 Agencies 2014: Mc|K Healthcare

Change is a constant across the board for this Boston-based firm

Features Top 100 Agencies 2014: McCann Torre Lazur

Top 100 Agencies 2014: McCann Torre Lazur

Launches and orphan brands lead agency to its "best year ever"

Features Top 100 Agencies 2014: McCann Regan Campbell Ward

Top 100 Agencies 2014: McCann Regan Campbell Ward

Even a year filled with changes "didn't change who we were"

Features Top 100 Agencies 2014: McCann Managed Markets

Top 100 Agencies 2014: McCann Managed Markets

"Great growth, new clients, new work" at this McCann shop

Features Top 100 Agencies 2014: McCann HumanCare

Top 100 Agencies 2014: McCann HumanCare

A new leader aims to transform both his agency—and healthcare

Features Top 100 Agencies 2014: McCann Echo Torre Lazur

Top 100 Agencies 2014: McCann Echo Torre Lazur

Maintaining a culture that has brought about long-term success

Features Top 100 Agencies 2014: LLNS

Top 100 Agencies 2014: LLNS

Taking a different line of thought brings double-digit growth

Features Top 100 Agencies 2014: LehmanMillet

Top 100 Agencies 2014: LehmanMillet

A well-planned transition puts agency in "a place of strength"

Features Top 100 Agencies 2014: Lanmark360

Top 100 Agencies 2014: Lanmark360

Using a "full-circle" approach attracts a broad range of clients

Features Top 100 Agencies 2014: Klick Health

Top 100 Agencies 2014: Klick Health

Future-focused, "fiercely independent" Toronto agency continues to surge

Features Top 100 Agencies 2014: JUICE Pharma Worldwide

Top 100 Agencies 2014: JUICE Pharma Worldwide

Moving past the consolidation hurdle with expansion and strength

Features Top 100 Agencies 2014: Jocoto

Top 100 Agencies 2014: Jocoto

Solid knowledge of devices and diagnostics brings in business

Features Top 100 Agencies 2014: IOMEDIA

Top 100 Agencies 2014: IOMEDIA

Achieving success by creating unique experiences, not just ads

Features Top 100 Agencies 2014: INVIVO Communications

Top 100 Agencies 2014: INVIVO Communications

A hi-tech focus adds devices work to Toronto shop's roster

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