Marc Iskowitz: Our Own Golden Era Has Begun

Marc Iskowitz: Our Own Golden Era Has Begun

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.

Superheroes headline shampoo ad in Ecuador

Superheroes headline shampoo ad in Ecuador

Dina Peck's Private View: It's a new year. Let's all commit to creating work in 2016 that inspires.

Why Amazon's Echo Device Is Good for Healthcare

Why Amazon's Echo Device Is Good for Healthcare

Amazon's Echo—a voice-activated personal assistant like Siri—has been available to the public for a year now.

What Is The Real Value of Market Research?

What Is The Real Value of Market Research?

Layoffs at CPG companies have begun, including significant numbers in the research function at major corporations. Is healthcare market research insulated from this trend?

Leadership Exchange: Social Listening

Leadership Exchange: Social Listening

Social listening can help all along the value chain—from research and discovery to developing marketing plans and strategy.

What WWE Taught Me About EHR Promotion

What WWE Taught Me About EHR Promotion

How did the WWE keep me interested for the last 20 years?

Lack of expertise limits pharma's Facebook use

Lack of expertise limits pharma's Facebook use

With few exceptions, pharma brands haven't made much headway on Facebook. Marketers won't see real results until they cede control and stop chasing likes.

What pharma companies and agencies can learn from Amazon

What pharma companies and agencies can learn from Amazon

In the wake of an exposé on Amazon's corporate culture, pharma companies and agencies strive to keep employees as happy and satisfied as their clients.

Wearables have yet to move past the hype

Wearables have yet to move past the hype

Wearables has been the buzziest of healthcare-related buzzwords. And yet here we are in January 2016, still awaiting their iPhone moment.

Baxalta's oncology chief builds out company's third leg

Baxalta's oncology chief builds out company's third leg

David Meek has been charged with building an oncology arm that matches the company's existing strengths in hematology and immunology.

Leadership Exchange: Launching at the Speed of Digital

Leadership Exchange: Launching at the Speed of Digital

It's no secret that speed matters in customer interface. Marc Iskowitz settles into the moderator's seat to find out how biopharma—an industry not known for moving with rapidity—is digitally shifting its commercial model into a higher gear

Patient Marketing: Dissed Content?

Patient Marketing: Dissed Content?

Content marketing continues to strike fear into the hearts of pharma marketers. Doing it properly requires courage, commitment, creativity—and perhaps a little wiggle room to fail and learn. James Chase looks at three flagship OTC content programs that might lend a bit of inspiration to the Rx world

Data Management: Not If, But When

Data Management: Not If, But When

Healthcare may seem to have been unscarred by the ongoing rash of high-profile cyber-attacks, at least compared with retail and financial organizations. But to hear security pros tell it, the industry is increasingly finding itself as much of a target as companies in other sectors—if not more of one. Karen Epper Hoffman surveys the potential damage

Outlook 2016: High Science, High Stakes

Outlook 2016: High Science, High Stakes

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

The Pipeline Report 2016: Big-Time Upside

The Pipeline Report 2016: Big-Time Upside

A peek at 159 aspiring agents, with profiles on 17 that could shoot to stardom. Rebecca Mayer Knutsen has the forecast

Outlook 2016: A Pharma Pile-On

Outlook 2016: A Pharma Pile-On

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

Headliner: Weill Cornell Dean/Doc Gets High Marks

Headliner: Weill Cornell Dean/Doc Gets High Marks

"Partnering up in complete transparency is the best possible scenario for patients"

MM&M Awards 2015: The Gold Club

MM&M Awards 2015: The Gold Club

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

Leadership Exchange: Transforming Patient Advocacy

Leadership Exchange: Transforming Patient Advocacy

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

Reel Marketing: Choose Your Own Adventure

Reel Marketing: Choose Your Own Adventure

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

Engaging HCPs: Beer or Tacos?

Engaging HCPs: Beer or Tacos?

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

The Programmatic Movement: A Programmatic Primer

The Programmatic Movement: A Programmatic Primer

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

MM&M Awards 2015 Book of Winners: A Message From the Editor

MM&M Awards 2015 Book of Winners: A Message From the Editor

Welcome to this special showcase of the winning work from the MM&M Awards 2015

Leadership Exchange: Reconcilable Differences

Leadership Exchange: Reconcilable Differences

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

Non-Personal Promotion: Pitchers of Records

Non-Personal Promotion: Pitchers of Records

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

Cloud Marketing: Faces in the Cloud

Cloud Marketing: Faces in the Cloud

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

Headliner: Alcon ace pilots lens work with Google

Headliner: Alcon ace pilots lens work with Google

Alcon ace pilots lens work with Google

Agency Culture: Firm Foundations

Agency Culture: Firm Foundations

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

Career Paths: No One Way to the Top

Career Paths: No One Way to the Top

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

2015 Career & Salary Survey: Dollar Signs

2015 Career & Salary Survey: Dollar Signs

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

Social Engagement: Leveling the Field

Social Engagement: Leveling the Field

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

Brand Development Strategies: Golden Oldies

Brand Development Strategies: Golden Oldies

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 Marketing: Dial M for Launch

Mobile Marketing: Dial M for Launch

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/Marketing Report: Revolution

Patient Education/Marketing Report: Revolution

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

Headliner: Sales vet keeps 111-year-old title spry

Headliner: Sales vet keeps 111-year-old title spry

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 . . .

Professional Ad Report: Staying Power

Professional Ad Report: Staying Power

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

Cannes Roundtable: What's Really next for Pharma?

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

Back Talk: Is Cost Myopia Unfocused?

Back Talk: Is Cost Myopia Unfocused?

Before you fire up your outrage and vent your spleen, take a long look inside your parents' (or your own) medicine chest

Private View: The Lions Share

Private View: The Lions Share

What to do next year to be sure to see your agency's efforts highlighted in the big-time venue Lions Health

MM&M Awards 2015: The Short List

MM&M Awards 2015: The Short List

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

Viewpoint: The Ultimate Competitive Advantage

Viewpoint: The Ultimate Competitive Advantage

Partner Forum: Are Wearables a Pharma Field Day?

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?

Cloud Marketing: Cloud Control

Cloud Marketing: Cloud Control

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

Point of Care: Point of Where?

Point of Care: Point of Where?

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

Biotech Report: Will Gene Therapy Go Mainstream?

Biotech Report: Will Gene Therapy Go Mainstream?

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

Therapeutic Focus: Oncology

Therapeutic Focus: Oncology

Today's cancer therapies have an unlikely champion in their corner: the immune system. Scientists are training the natural disease defender to KO cancer for good—and pharma companies are drooling over the flashy premium prices and commercial success of marketed immunotherapies, which have ignited vigorous pipeline work. Rebecca Mayer Knutsen surveys the $32-billion US cancer segment

Headliner: Silk smooths Takeda myeloma shift

Headliner: Silk smooths Takeda myeloma shift

He didn't want to just invest in a winning horse—he wanted to help groom it

Leadership Exchange: 21st Century Promotion

Leadership Exchange: 21st Century Promotion

From the 21st Century Cures Act to Amarin's off-label suit, Marc Iskowitz asks seven experts what the confluence of policy developments means for pharma promotion.

Patients expect pharma will boost engagement

Patients expect pharma will boost engagement

The pharma business needs to take engagement far more seriously than it has in the past. At the same time, there are signs that the industry is finally acting with more urgency and even transparency.

Index of Agencies and Advertisers

Please open the PDF (named Index) below for a complete listing from our July 2015 issue

Top 100 Agencies 2015: Wunderman Health

Top 100 Agencies 2015: Wunderman Health

Digital accounts for more than happiness

Top 100 Agencies 2015: W2O Group

Top 100 Agencies 2015: W2O Group

An agency with a "no walls" philosophy

Top 100 Agencies 2015: Triple Threat Communications

Top 100 Agencies 2015: Triple Threat Communications

Motivation, ability and trigger

Top 100 Agencies 2015: Trio

Top 100 Agencies 2015: Trio

Keeping up with the times while integrating into a new family

Top 100 Agencies 2015: Topin & Associates, an HCB Health Company

Top 100 Agencies 2015: Topin & Associates, an HCB Health Company

A veteran Chicago shop has a new parent

Top 100 Agencies 2015: Sudler & Hennessey

Top 100 Agencies 2015: Sudler & Hennessey

Offering clients solutions they didn't even know they needed yet

Top 100 Agencies 2015: STRIKEFORCE Communications

Top 100 Agencies 2015: STRIKEFORCE Communications

A smaller agency thinks and acts big

Top 100 Agencies 2015: StoneArch

Top 100 Agencies 2015: StoneArch

Aligning across healthcare's continuum

Top 100 Agencies 2015: Siren Interactive

Top 100 Agencies 2015: Siren Interactive

A surge follows an acquisition

Top 100 Agencies 2015: Scout

Top 100 Agencies 2015: Scout

Independence has its rewards

Top 100 Agencies 2015: Saatchi & Saatchi Wellness

Top 100 Agencies 2015: Saatchi & Saatchi Wellness

A new move promotes new energy

Top 100 Agencies 2015: RevHealth

Top 100 Agencies 2015: RevHealth

An agency with degrees of certainty

Top 100 Agencies 2015: Renavatio Healthcare Communications

Top 100 Agencies 2015: Renavatio Healthcare Communications

Daredevil depth-defying devotion

Top 100 Agencies 2015: Razorfish Health

Top 100 Agencies 2015: Razorfish Health

Real transformation in action

Top 100 Agencies 2015: Purohit Navigation

Top 100 Agencies 2015: Purohit Navigation

Making a specialty of specialty work

Top 100 Agencies 2015: PulseCX

Top 100 Agencies 2015: PulseCX

Searching for transformational change

Top 100 Agencies 2015: Publicis Life Brands Medicus

Top 100 Agencies 2015: Publicis Life Brands Medicus

Transparency: right for clients and staff

Top 100 Agencies 2015: Precision For Value

Top 100 Agencies 2015: Precision For Value

A sharp focus on managed markets

Top 100 Agencies 2015: Palio

Top 100 Agencies 2015: Palio

A rebranded leadership team leads a rebranded agency

Top 100 Agencies 2015: Pacific Communications

Top 100 Agencies 2015: Pacific Communications

Keeping steady amid storms

Top 100 Agencies 2015: Pace

Top 100 Agencies 2015: Pace

Realignment leads to rebranding and success (plus flexibility and growth)

Top 100 Agencies 2015: Ogilvy CommonHealth Worldwide

Top 100 Agencies 2015: Ogilvy CommonHealth Worldwide

An agency running on all cylinders

Top 100 Agencies 2015: Neon

Top 100 Agencies 2015: Neon

A young agency transcends its "conflict shop" lineage

Top 100 Agencies 2015: The Navicor Group

Top 100 Agencies 2015: The Navicor Group

Thinking of oncology as an entire platform

Top 100 Agencies 2015: Natrel

Top 100 Agencies 2015: Natrel

Bolstering an agency from within to meet consumers' needs

Top 100 Agencies 2015: MicroMass

Top 100 Agencies 2015: MicroMass

Fusing behavioral science with the art of storytelling

Top 100 Agencies 2015: Merkle

Top 100 Agencies 2015: Merkle

Building growth on marketing analytics

Top 100 Agencies 2015: MedThink Communications

Top 100 Agencies 2015: MedThink Communications

A Caroline shop looks to diversify

Top 100 Agencies 2015: MediMedia Managed Markets

Top 100 Agencies 2015: MediMedia Managed Markets

Coming out ahead after an acquisition

Top 100 Agencies 2015: McK|CP Healthcare

Top 100 Agencies 2015: McK|CP Healthcare

A merger that makes sense

Top 100 Agencies 2015: McCann Torre Lazur

Top 100 Agencies 2015: McCann Torre Lazur

A launch agency keeps new-product role

Top 100 Agencies 2015: McCann Regan Campbell Ward

Top 100 Agencies 2015: McCann Regan Campbell Ward

Being part of something bigger is okay

Top 100 Agencies 2015: McCann HumanCare North America

Top 100 Agencies 2015: McCann HumanCare North America

Pushing the envelope to evolve wisely

Top 100 Agencies 2015: McCann Echo

Top 100 Agencies 2015: McCann Echo

Distinguishing itself from its sister firms

Top 100 Agencies 2015: McCann Managed Markets

Top 100 Agencies 2015: McCann Managed Markets

Reaching a tipping point is both exciting and rewarding

Top 100 Agencies 2015: Maricich Healthcare Communication

Top 100 Agencies 2015: Maricich Healthcare Communication

Guileless enthusiasm speaks volumes

Top 100 Agencies 2015: LLNS

Top 100 Agencies 2015: LLNS

A transitional year paved the way for new openings at this venerable agency

Top 100 Agencies 2015: LehmanMillet

Top 100 Agencies 2015: LehmanMillet

Trustworthiness is a business basic for this longtime Boston agency

Top 100 Agencies 2015: Lanmark360

Top 100 Agencies 2015: Lanmark360

Moving beyond dental while steadily pushing into digital

Top 100 Agencies 2015: Klick Health

Top 100 Agencies 2015: Klick Health

Ice cream? Salons? Klick does it all, and does it well

Top 100 Agencies 2015: JUICE Pharma Worldwide

Top 100 Agencies 2015: JUICE Pharma Worldwide

Being one of the best one-stop shops makes growing all the easier

Top 100 Agencies 2015: IOMEDIA

Top 100 Agencies 2015: IOMEDIA

This digital firm has made the fully realized leap from 2-D to 3-D

Agency Intro: Not Your Father's Agency

Agency Intro: Not Your Father's Agency

Agency business again appears to be up for a healthy cross-section of companies this year. And, according to our annual business barometer of healthcare firms, the new agency is thriving on a diet of mostly digital work on both the HCP and consumer sides. Meanwhile, the increased emphasis on creating memorable content and patient-centered user experiences appears to be a driving force in pharmaceutical clients' marketing strategy. Marc Iskowitz reports

Top 100 Agencies 2015: INVIVO Communications

Top 100 Agencies 2015: INVIVO Communications

Focusing on a solid set of core skills

Top 100 Agencies 2015: inVentiv Health Public Relations Group

Top 100 Agencies 2015: inVentiv Health Public Relations Group

A new name but a story long in the making

Top 100 Agencies 2015: Intouch Solutions

Top 100 Agencies 2015: Intouch Solutions

Digital prowess drives this Kansas City-based agency toward the $100-million mark

Agency Think Tank: Strong Performers

The emphasis on providing service and value in healthcare has prompted the industry's largest holding companies to fuse their capabilities as they seek to connect this industry's disparate stakeholders. As told to Marc Iskowitz

Top 100 Agencies 2015: Infuse Medical

Top 100 Agencies 2015: Infuse Medical

Going deeper with existing clients

Top 100 Agencies 2015: ICC

Top 100 Agencies 2015: ICC

Neither realignment nor a name change deterred this powerhouse's progress

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