Even the industry's sunniest personalities don't deny that pharma has an image problem among outside constituencies, with an unfortunately high percentage of observers believing the biz is first and foremost about profits. Sachin Jain dives deep on this and other perceptions—accurate and otherwise—about the industry and its marketing machinery
The increasing use of social media to reach consumers in the healthcare arena raises questions: Is it time to leverage it for HCPs, and if so, what are the most viable platforms for pharma-HCP communications?
Of all the channels through which brands can connect with HCPs, electronic health records have long been considered the most stubbornly and frustratingly impenetrable. Might advances in analytics and cloud technology, among other recent innovations, help simplify the EHR equation? Sarah Mahoney investigates
In the past, when pharma companies talked about patient-loyalty programs, what they were really talking about were the financial incentives underpinning them. But in the wake of Novo Nordisk's successful support program for diabetics, Cornerstones4Care, such initiatives are finally set to evolve. James Chase reports on the shifting focus of patient support
In years past pharma marketers had to check themselves before conveying off-label product claims, even though those off-label uses had long since become standards of care. But in recent months the FDA has signaled a willingness to open the off-label information floodgates. Former FDA Associate Commissioner Peter Pitts explains exactly why this matters
The year 2014 stunned even the sunniest of pharmaceutical optimists. Read our report
The Healthcare Businesswoman's Association 2015 Honorable Mentor has elevated mentoring to a prominent place.
A monthly showcase of companies offering expertise, experience and services within specific areas of the industry. This month: Rare Diseases
Technology has, quite clearly, transformed the role of the sales rep. But at the same time, predictions that the rep would go the way of the dodo bird have themselves been proved false. James Chase surveys the rep's role in a changing media and sales environment
"Some people wake up in the middle of the night worrying about business," Kevin Sayer says. But when he wakes up he can't sleep because he's so excited!
The respiratory field, in which several launches are under way, is branching out, from long-time dominant fixed-dose combinations to a therapeutic arsenal that includes biologics and gene therapy. Rebecca Mayer Knutsen investigates the innovation and the intrigue
The orphan-drug market was flying high before President Obama announced plans to devote $215 million to the funding of a Precision Medicine Initiative. Imagine the excitement among interested audiences now that those plans have picked up momentum. Frank Celia reports
DTC pharma advertising works—ask anyone. But over the years, its effectiveness has been blunted by FDA requirements that, marketers claim, befog rather than clarify. Larry Dobrow surveys the DTC landscape in the wake of the FDA's new—and some say revolutionary—guidance for communicating risk information in print ads
Below, a review of last year's 10 best DTC ads, excerpted from MM&M's April cover story, "DTC Report: DTC Unbound," which will be viewable online on Wednesday, March 25. Mary Skoyles reports
Five digital pharma experts benchmark the industry's progress and project the next big digital trends
Consumers come with the same basic set of instructions as HCPs—find out what they need, then offer meaningful solutions. But be warned: Shiny objects may cause a temporary loss of vision
Increasingly pressed for time, the last thing physicians need is more engagement opportunities with pharma, right? Wrong. It's all about offering the right content in the right format at the right time
As pharma continues to scale the digital curve, James Chase's assessment of the landscape paints a familiar picture of progress and encouragement mixed with frustration and pain
A monthly showcase of companies offering expertise, experience and services within specific areas of the industry. In this edition: multichannel marketing
The industry celebrated its most precious asset—its people—at The Pierre in New York City on February 3 with a dinner honoring the two most recent inductees to the Medical Advertising Hall of Fame and the 2015 "Future Famers"
You have fewer than six weeks to enter the MM&M Awards. No problem. Follow our checklist of Do's and Don'ts and tune in to our webcast on March 24 for more tips.
EHRs can deliver evidence-based information about giving the right medicine to the right patient at the right time. How can industry craft point-of-care marketing that is both relevant and useful?
The combination of EHR, sensor and biomarker data is working to break down traditional barriers to collaboration among top-flight HEOR researchers
Most healthcare marketers understand the need for their programs to live in a range of channels. Now comes the hard part: Balancing their efforts across the multichannel spectrum. Michael Spitz offers some advice to marketers who get the "why" but need some help with the "how"
The sales reps are game, the HCPs are receptive and the mobile technology is ready. Rebecca Mayer Knutsen reports on the circumstances that have converged to provide pharma with its most promising mobile selling moment to date
Is this finally the year that anti-obesity drugs make the leap from niche curio to mainstream therapy? Frank Celia reports on the changing practitioner mind-set that could shift odds in favor of several new weight-loss options
In the wake of the high-profile showdown between Gilead and Express Scripts over the pricing of hepatitis-C drugs Sovaldi and Harvoni, the pharma/PBM balance of power may well have shifted—but not to the degree that many observers had predicted
A few years ago medical publishers were approaching a cliff and the choices were simple: Evolve the business or fall over the edge. By having learned to survive, some publishers are now ready to thrive
Anne Whitaker, President and CEO, Synta Pharmaceuticals
The MM&M Awards 2015 program is officially open for business
With unprecedented numbers of practices locking out sales reps, pharma companies are being forced to do a better job of engaging HCPs in other ways
Francis Gace and Dr. H. James Barnum took different paths to the top but each left a lasting mark on the advertising business. Barbara Peck celebrates the legacies of the two latest inductees to the Medical Advertising Hall of Fame
Our second annual survey of patients, physicians and payers reveals a significant degree of frustration—on every side—in an around the ever-booming specialty drug segment. Sarah Morgan interprets the results
The rare disease drug market is making history with its steady growth and burgeoning pipeline—and owing to continuing breakthroughs in gene therapy, the biggest advances are yet to come. Rebecca Mayer Knutsen reports on a sector that is thriving—and on the possibility that issues around pricing can slow its surge.
Thomas Sack, President and CEO, MRIGlobal
Running clinical trials remains one of Big Pharma's biggest headaches. But thanks to canny use of social media, gamification techniques and even text messages, CROs have revitalized and revolutionized the process. Barbara Peck explains
The specter of a massive hack is haunting the healthcare industry. As it turns out, that might not necessarily be a bad thing for everyone involved. Sarah Mahoney explains
These 16 sprouts, from a field of 156, are looking up. With more nurturing, their buds could blossom. Marc Iskowitz reports
Buoyed by unprecedented success in hepatitis C, the biotech and pharma sectors had a strong 2014. And to hear ace Evercore ISI analyst Dr. Mark Schoenebaum tell it, everything's in place for growth in 2015 and beyond. Here, he takes both a look back and a look forward
For years, Congress has batted around the possibility of tax reform—and with it, the reduction or elimination of the tax deduction for marketing expenses. Could 2015 be the year that reform comes to pass? Larry Dobrow attempts to answer this and other pressing policy questions
Dennis Urbaniak, managing director, Accenture Life Sciences
Standouts from the pharma, agency and media worlds aligned on the evening of October 2, as the industry saluted the winners of the 2014 MM&M Awards. Click on the slideshow below to see a gallery of pictures from the event
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
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
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
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
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
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
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
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
Stuart Raetzman, CEO, Galderma Labs
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
Employing the tools clients and audiences want yields success
A steady focus on data analytics brings a new level of relevance
Specialty, long VF's sweet spot, has them on a major growth spurt
Putting client success first reaps increasing rewards for this agency
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
Emerging from a consolidation with all of its strengths intact
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
A new name illustrates this agency's new strategy and focus
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
The 2015 healthcare agency questionnaire, for firms hoping to be featured in the Top 100 Agencies issue, is live. Click here to be considered.