Tapping celebrities for brand or awareness campaigns ensures a high degree of attention, but such arrangements come with concerns that "regular" ones do not.
A pharma research forefather. An agency builder. A "guy you wanted in the room." These Medical Advertising Hall of Fame inductees are a professionally diverse and richly worthy trio.
Now that payers are locking in discounts at launch from drugmakers, where do co-pay cards fit in the marketing mix?
It's possible that payers won't prove the wild card in the PCSK9 derby. Instead, physician preference may do more to shape the market and maybe even force payers' hands.
We look forward to collaborating with stakeholders across the healthcare system—including PBMs—to extend success to disease states beyond hepatitis C, writes PhRMA CEO Stephen Ubl.
Here are the 40 executives, investors, entrepreneurs, designers and thinkers who are ushering the industry into its new technological golden era.
Social listening can help all along the value chain—from research and discovery to developing marketing plans and strategy.
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.
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
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
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
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
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
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
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
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
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
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
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
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
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
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
North American healthcare agencies and the holding companies that own them
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