Given the adoption of in-app video and gaming, forward-looking pharma marketers are experimenting with so-called smart DTC on small screens—and the skeptics might not be able to stand in their way much longer
Here's a countdown of 10 risk-taking ads—five that our industry experts thought truly succeeded, followed by five that might have done better. It's our shout-out to brands that took a risk.
With generics firms taking aim at high-flying blockbusters, Big Pharma stalwarts in the asthma and COPD market are pinning their hopes for the future on a flurry of innovative biotech-developed assets. Noah Pines charts the rarefied air of the respiratory space
For rare diseases and orphan products, the future looks promising, but as Peter Saltonstall finds, significant research, educational and policy challenges remain. A view from one of the patient community's staunchest advocates
Sales force success in the new world of prescribing takes technology. Harris Kaplan and Ann Mayer say substituting e-sampling for rep time could be a game changer for specialty brands. Why this tactic's time is now
Brian Goff, Global franchise head for hemophilia, Baxter
Five areas in which innovative uses of data and analytics promise to improve outcomes along the healthcare continuum. Marc Iskowitz reports
The downward spiral for journals continues. Is anyone surprised? Larry Dobrow on how the fundamental shift to digital continued to affect professional media last year, including the full-year numbers by advertisers and brands
As orphan and specialty drugs account for a larger part of total spend, insurers say a barrage of tactics are needed to manage costs. Sarah Morgan on why this is a defining moment
The launch front in this category is relatively calm—for now. A movement is brewing to unseat the top diabetes drug, a long-acting insulin, as faster-acting products emerge. Joe Dysart on the intrigue in the metabolic pipeline
Hundreds of industry execs assembled in New York to pay tribute to the careers of the 2014 MAHF honorees
You have less than eight weeks left to enter the MM&M Awards. No problem. Give yourself the best chance of success by following our checklist of Dos and Don'ts. Good luck!
Carrie Bourdow, Vice president, marketing, Cubist Pharmaceuticals
Pharma has reduced the burden of disease. It can develop a condition-specific app. But getting people to take their medications as prescribed? That's another matter. Larry Dobrow on why biopharma is backing mobile games for their potential to boost adherence and drive behavior change
As the Affordable Care Act rolls out, the behaviorists at MicroMass surveyed stakeholders about the impact on industry. Jessica Brueggeman sorts out the diverse views and asks: Can healthcare reform lead pharma to operationalize its patient focus?
"New and improved" has entered this space. Alongside the existing compounds that are transforming the lives of patients with orphan ailments, a wave of incrementally better products is coming out. Noah Pines reviews the significant rare-disease market trends
The four newest luminaries honored by the Medical Advertising Hall of Fame built sterling reputations as they advanced their fields. Joshua Slatko looks back on their success and on how each came to be synonymous with their particular niche of healthcare marketing
The MM&M Awards 2014 program is officially open for business. This is your chance to put your best work—and people —forward and get the recognition you deserve.
Tactical ROIs aside, pharma must go beyond the detail to create longer-term value, say Croom Lawrence and Kent Groves, who offer a few tips for new brands
Jorge Bartolome, SVP, US respiratory, GlaxoSmithKline
The skill, nimbleness and unflagging energy with which Amgen tackled some daunting challenges—plus a rich product pipeline and a surge in 2013 sales—made Amgen MM&M's Company of the Year
Intouch Solutions ended 2013 with about $70 million in revenue, and 465 employees—seven times the revenue and nearly five times the number of employees it had five years ago.
Despite a host of challengers, AbbVie has kept Humira atop the hotly competitive anti-TNF and broader autoimmune category
In a year when high hopes around several launches ended up fizzling, the hottest launch story belongs to biotech, with the debut of Biogen Idec's Tecfidera
In a year when goliath health portal competitors About.com, Yahoo Health and MSN Health are hemorrhaging visitors, Remedy Health Media is bucking the trend
Despite having the brightest data set of all the oral anticoagulants, the newest one is off to a rocky start. DTC advertising and medical education are under way, but it may take more to revive this launch.
With pharma transforming more rapidly than ever, seven industry vets chart a road map for meeting a changed industry's challenges. James Chase led the discussion.
Change is a drag, but there are still several positive signs to be seen in the landscape surrounding the evolving healthcare system, finds Larry Dobrow, who speaks with four sober-minded and esteemed executives
Sanford Bernstein's Dr. Tim Anderson and ISI Group's Dr. Mark Schoenebaum talk about the industry's prospects for 2014
These 16 agents, hand-picked from a total field of 164, are poised for approval, and possibly much more. Marc Iskowitz reports
Besides forcing industry to amass a torrent of new data, the Sunshine Act is also expected to wreak havoc on pharma-physician relations. Joe Dysart on the consequences of transparency
Pharma marketing is not without its flaws. Last month, seven seasoned industry execs discussed what they might change if they had a clean slate. James Chase kept the peace.
Anna Protopapas, President, Millennium: The Takeda Oncology Co.
Lifecycle ought to dictate sales approach. So why are mature brands still detailing like it's 2005? Undercover research shows this is a big source of doctor angst. Marc Iskowitz reports
Agencies and clients—are you looking for direction in the way you partner? A little candid advice from the other side may help you stay on course. Larry Dobrow reports
In MS, a crop of orals has joined the older established therapies, yielding new options—and fierce competition. One thing they can all agree on: there's been a transformation of the treatment landscape in just the last three years. Noah Pines reports
The industry's bold-faced names and brightest stars got together for an evening of celebration on October 2 at the MM&M Awards.
Industry experts discuss what it means to truly put patients first, where pharma often falls short and what can be done to rectify this. James Chase chairs the debate
Ezra Ernst, Chief commercial officer, Treato
Although job-cut announcements have become a part of daily life in the industry, average salaries have risen to an all-time high. Not only that, job satisfaction is up in pharma. However, this doesn't seem to prevent more people than ever looking to move, finds James Chase
Getting two unique agency cultures to click is no simple task. Larry Dobrow examines four healthcare-agency unions and finds that marital bliss is possible
Sometimes it's a lateral move. Other times, advancing takes fancy footwork. The main thing, say these six biopharma execs, is to think on your feet. As told to Marc Iskowitz
While public health agencies see eye-to-eye with industry on the need to inoculate, vaccination rates among some patient groups remain stubbornly low. Noah Pines on what this means for drug makers, and other areas where industry is rolling up its collective sleeves in an effort to get patients to roll up theirs
Co-pay initiatives rank among the most hotly debated topics in healthcare marketing today. Pharmas and healthcare providers love them. Payers and PBMs... not so much. Why is that? James Chase takes the moderator's chair
Dagmar Rosa-Bjorkeson, VP/head, US general medicines MS business unit, Novartis
Marketers say emotion is the spark with which audiences most identify. Marc Iskowitz on five campaigns that connect with consumers
No one expected the numbers to be pretty. And medical/surgical journals' latest losses weren't. Larry Dobrow analyzes the numbers for the first half of 2013 by advertisers and brands
Generics aren't just ANDAs and patent challenges. Kathy Kovalic on how Marketing and R&D must create a product's value proposition
Companies in this space are expanding beyond reproductive health into areas like menopause and osteoporosis. To succeed, they'll need to re-energize their physician and patient base. Noah Pines reports
Seven industry experts evaluate advances and opportunities in non-personal promotion to physicians, and debate whether brands really need to deploy sales forces. James Chase chairs the discussion