We present this supplement, a road map of tips, trends, and data to help healthcare brands reach multichannel engagement.
Patients and doctors are looking for orchestrated customer engagement and expect omnichannel excellence. Are healthcare marketers ready?
Here are points of view from five sector pros on harmonizing healthcare campaigns in today's complex marketing world.
Omnichannel as company commitment is nothing new to technical marketing in pharma. Marketers now need a broader omnichannel funnel continuously open to deeper customer engagement.
A showcase of this supplement's healthcare and marketing partners
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.
Dina Peck's Private View: It's a new year. Let's all commit to creating work in 2016 that inspires.
Amazon's Echo—a voice-activated personal assistant like Siri—has been available to the public for a year now.
Layoffs at CPG companies have begun, including significant numbers in the research function at major corporations. Is healthcare market research insulated from this trend?
Social listening can help all along the value chain—from research and discovery to developing marketing plans and strategy.
How did the WWE keep me interested for the last 20 years?
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.
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 has been the buzziest of healthcare-related buzzwords. And yet here we are in January 2016, still awaiting their iPhone moment.
David Meek has been charged with building an oncology arm that matches the company's existing strengths in hematology and immunology.
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
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
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
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"
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
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
Welcome to this special showcase of the winning work from the MM&M Awards 2015
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
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 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
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?
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
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
He didn't want to just invest in a winning horse—he wanted to help groom it
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.
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.
Please open the PDF (named Index) below for a complete listing from our July 2015 issue
Digital accounts for more than happiness
An agency with a "no walls" philosophy
Motivation, ability and trigger
Keeping up with the times while integrating into a new family
A veteran Chicago shop has a new parent
Offering clients solutions they didn't even know they needed yet
A smaller agency thinks and acts big
Aligning across healthcare's continuum
A surge follows an acquisition
Independence has its rewards
A new move promotes new energy
An agency with degrees of certainty
Daredevil depth-defying devotion
Real transformation in action
Making a specialty of specialty work
Searching for transformational change
Transparency: right for clients and staff
A sharp focus on managed markets
A rebranded leadership team leads a rebranded agency
Keeping steady amid storms
Realignment leads to rebranding and success (plus flexibility and growth)
An agency running on all cylinders
A young agency transcends its "conflict shop" lineage
Thinking of oncology as an entire platform
Bolstering an agency from within to meet consumers' needs
Fusing behavioral science with the art of storytelling
Building growth on marketing analytics
A Caroline shop looks to diversify
Coming out ahead after an acquisition
A merger that makes sense
A launch agency keeps new-product role
Being part of something bigger is okay
Pushing the envelope to evolve wisely
Distinguishing itself from its sister firms
Reaching a tipping point is both exciting and rewarding
Guileless enthusiasm speaks volumes
A transitional year paved the way for new openings at this venerable agency
Trustworthiness is a business basic for this longtime Boston agency
Moving beyond dental while steadily pushing into digital
Ice cream? Salons? Klick does it all, and does it well
Being one of the best one-stop shops makes growing all the easier
This digital firm has made the fully realized leap from 2-D to 3-D
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
Focusing on a solid set of core skills
Click here to learn about the Agency Issue.
- When it comes to professional ads, print makes its comeback
- Amgen takes issue with yet-to-be published multiple-myeloma drug report
- How Watson for Oncology is advancing cancer care
- Creative partners should push pharma clients to tell better stories
- Retaining talent: How pharma can compete with Google