Features

High-profile candidates challenge marketers well in advance of launch

High-profile candidates challenge marketers well in advance of launch

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With pharma facing ongoing scrutiny of its pricing practices, medical marketers are increasingly asked to demonstrate the superior value of new therapies. High-profile candidates in immunology, pain management, and melanoma challenge marketers well in advance of launch.

Pro ad report 2017: Ad revenue plunged for print-first publishers

Pro ad report 2017: Ad revenue plunged for print-first publishers

The 2017 numbers aren't kind to print-first publishers. Is this a blip in print's fortunes or the start of a long-predicted decline?

McCaskill takes aim at DTC ad tax deduction; measure expected to face stiff resistance

McCaskill takes aim at DTC ad tax deduction; measure expected to face stiff resistance

Pharma companies are likely to put up aggressive resistance to the measure, introduced earlier this month.

Rise of the health-tech ethicist

Rise of the health-tech ethicist

Want to get an ethicist agitated? Mention the integration of voice-activation and other tech into healthcare. Experts say navigating this area is a work in progress.

Has DTC in the oncology space kept up with science?

Has DTC in the oncology space kept up with science?

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As oncology drugs save or extend the lives of many more patients than anyone could have imagined a few years ago, a new challenge has emerged in the wake of their approval: Selling them to patients scared about their prognosis and alternately ignorant of and skeptical about recent breakthroughs in treatment.

Xbox for Docs: Pharma backs AR games for use in physician learning

Xbox for Docs: Pharma backs AR games for use in physician learning

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Pharma has backed a number of AR-based games for physician learning and marketing. They're meant to complement live learning, but mobile games may do a better job teaching certain skills.

Marketers Trend Report 2018: Relief after one year of Trump doesn't mitigate all concerns

Marketers Trend Report 2018: Relief after one year of Trump doesn't mitigate all concerns

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The general sense: Nobody should get comfortable with the status quo

10 myths about millennials and their healthcare habits

10 myths about millennials and their healthcare habits

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More has been written about millennials — and their healthcare habits — than about any other generation. Here, Gen Y marketers explain why most of what you've read is wrong.

Big Predictions: Agency gurus on the future of data in the industry

Big Predictions: Agency gurus on the future of data in the industry

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We asked some of the agency world's sharpest data people to answer a pair of questions about the future of data in and around pharma marketing. Here's what they had to say.

High five: How these companies are leveraging data to engage A-list HCPs

High five: How these companies are leveraging data to engage A-list HCPs

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In the past, pharma hasn't used data effectively to engage its A-list HCPs. Five companies hope to change that.

Real-world evidence: It's finally having its moment

Real-world evidence: It's finally having its moment

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Fueled by system-wide demand and facilitated by AI, the industry's lofty expectations around real-world evidence could soon be fulfilled

Cost over sight? Spark's blindness cure has the industry talking

Cost over sight? Spark's blindness cure has the industry talking

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Spark has priced its cure for a rare form of blindness at $425,000 per eye. But rather than the science or the cost, pharma is buzzing over the company's outcomes-based pricing model

Amazon's ability to attract other employers makes its healthcare coalition very formidable, experts say

Amazon's ability to attract other employers makes its healthcare coalition very formidable, experts say

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Details are vague, but the e-commerce giant indicated it's serious about getting into healthcare.

As CAR-Ts go from candidates to brands, what's the marketing strategy?

As CAR-Ts go from candidates to brands, what's the marketing strategy?

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Strategies for differentiating CAR-T therapies emerge in the early days of 2018, while competitors race to catch up with Novartis and Gilead.

Get to know your data scientist: Four data aces share their knowledge

Get to know your data scientist: Four data aces share their knowledge

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Four data aces share their backgrounds, inspirations, and guiding philosophies

Back to the Future:  Print media thrives in point of care

Back to the Future: Print media thrives in point of care

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Not only isn't print dead, as ahead-of-themselves media wonks have claimed for the past decade, but it's thriving in a most unlikely environment: the point of care

New tactics change clinical trial awareness game

New tactics change clinical trial awareness game

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Recruitment for clinical trials has never been easy. New tools and tactics could change that — assuming the sheer volume of information doesn't overwhelm trial organizers.

No Google, no problem: Pharma partners with China's tech giants

No Google, no problem: Pharma partners with China's tech giants

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In the absence of behemoths such as Facebook and Twitter, pharma is partnering with China's tech giants to snare a slice of a more than $100 billion market

How healthbots can assist patients and HCPs

How healthbots can assist patients and HCPs

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As HCPs continue to be stretched for time to diagnose and interact with patients, health bots could help reduce HCP workload and drive patient engagement.

The buyer's guide to pharma, healthcare, and life sciences consultancies

The buyer's guide to pharma, healthcare, and life sciences consultancies

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Do the healthcare and pharma arms of Accenture, Deloitte, PwC, and other consultancies pose an existential threat to traditional healthcare agencies?

Should pharma fear ICER?

Should pharma fear ICER?

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The group's reports, received with great interest by insurers and the Department of Veteran Affairs, have concluded certain high-profile drugs aren't worth the cost. Pharma still hasn't decided whether ICER is friend or foe.

CPG companies Nestlé and Kellogg court OTC

CPG companies Nestlé and Kellogg court OTC

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A sea change may be afoot in OTC, with multiple healthcare businesses in play. Could consumer goods companies fill the void left by big pharma?

Experts weigh in: How will health technology advance in 2018?

Experts weigh in: How will health technology advance in 2018?

Innovation-minded executives share their thoughts and predictions for the year ahead.

How will the pharma industry fare in 2018 under Trump?

How will the pharma industry fare in 2018 under Trump?

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The first year of the Trump administration was kind to pharma, but it might not be so fortunate in 2018.

The 2018 pipeline report: Aspiring assets to keep an eye on

The 2018 pipeline report: Aspiring assets to keep an eye on

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The most promising products in pharma's pipeline will compete in a landscape that increasingly rewards big risks and places an emphasis on novel mechanisms. That comes with a catch.

Medical journal ad spend in H1 2017: All the data in one place

Medical journal ad spend in H1 2017: All the data in one place

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The top three most advertised brands were GlaxoSmithKline's Breo Ellipta, Eli Lilly's Trulicity, and Boehringer Ingelheim's Jardiance.

The professional paths of 8 pharma execs

The professional paths of 8 pharma execs

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The successes of these pharma execs show that there's no one path to professional bliss.

Healthcare agencies re-evaluate tactics to retain talent

Healthcare agencies re-evaluate tactics to retain talent

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The best marketers possess a mix of scientific know-how, digital dexterity, and unflappability. To keep them, agencies need to revise their thinking and tactics.

Can marketing techniques save clinical trials?

Can marketing techniques save clinical trials?

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No crucial area in pharma is more desperately in need of a fix — or more stubbornly resistant to change.

Experts say pharma's move to Snapchat is in the making

Experts say pharma's move to Snapchat is in the making

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Alone among the best-known social platforms, Snapchat has failed to generate much enthusiasm from pharma. Here's why — and here's why that may change.

Investors put their money on point of care

Investors put their money on point of care

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Two recent cash infusions suggest investors are bullish on point-of-care advertising. Is the channel ready for its moment in the spotlight?

Drugmakers test out Tumblr, to tap specific audiences

Drugmakers test out Tumblr, to tap specific audiences

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Pharma has more or less ignored the social-blog hybrid Tumblr, with the number of programs using it countable on a single hand. That's about to change.

Healthcare agencies intensify college recruiting tactics

Healthcare agencies intensify college recruiting tactics

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They are using social media campaigns, apprentice programs, and hands-on internships to recruit young, innovative talent right out of school.

Pharma companies, now marketing high-science drugs, rely more on medical affairs

Pharma companies, now marketing high-science drugs, rely more on medical affairs

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Five years ago, the notion of medical science liaisons as a guiding voice in the marketing mix was borderline preposterous. Now they're called upon early and often.

Drugmakers turn to tech to better demonstrate empathy

Drugmakers turn to tech to better demonstrate empathy

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Frustrated by its inability to empathize with patients, pharma has turned to tech to teach providers and caregivers what illness really feels like.

Top 40 Healthcare Transformers of 2017

Top 40 Healthcare Transformers of 2017

MM&M honors 40 upstarts and veteran innovation gurus.

Top 10 Innovation Catalysts of 2017

Top 10 Innovation Catalysts of 2017

For the first time MM&M honors a group of 10 agency execs.

Pro Ad Report: All the data on medical journal spending in 2016

Pro Ad Report: All the data on medical journal spending in 2016

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The top three most advertised brands in 2016 were Gilead Sciences' Harvoni, Eli Lilly's Trulicity, and J&J's Invokana.

Some CME experts remain skeptical when it comes to social media

Some CME experts remain skeptical when it comes to social media

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There are also issues surrounding privacy and legitimacy. According to one expert's research, very few physicians use social media for professional purposes.

Infographic: What's next for the point of care market

Infographic: What's next for the point of care market

About 30% of patients are more likely to fill a prescription after being exposed to healthcare ads at the point of care, according to Kantar Media.

What uncertainty? 72% of health marketers say 2017 budgets are up

What uncertainty? 72% of health marketers say 2017 budgets are up

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This according to the 172 healthcare marketing executives who participated in the 2017 MM&M/Guidemark Health Healthcare Marketers Trend Report.

Guidemark Health's Sophy Regelous on why small budgets are increasing

Guidemark Health's Sophy Regelous on why small budgets are increasing

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Guidemark Health COO Sophy Regelous shares her perspective on the 2017 MM&M/Guidemark Health Healthcare Marketers Report.

Marketers take a new approach to lung-cancer campaigns, and why that matters

Marketers take a new approach to lung-cancer campaigns, and why that matters

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Each of the approaches is valid and more ambitious than a great majority of the campaigns that preceded them.

Merck and Aetna pair population health with risk-sharing in two deals

Merck and Aetna pair population health with risk-sharing in two deals

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But have pharma and payers learned enough from earlier pilots to make modern risk-sharing deals work?

Ryan Abbate, 2017 MAHF inductee, sets the record straight

Ryan Abbate, 2017 MAHF inductee, sets the record straight

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The founder of Pacific Communications shares the details of his career as he is inducted into the Medical Advertising Hall of Fame.

Mike Lazur, 2017 MAHF inductee, on his medical advertising destiny

Mike Lazur, 2017 MAHF inductee, on his medical advertising destiny

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He played a leading role during Torre Lazur's glory era as "the launch agency." Now he is being inducted into the Medical Advertising Hall of Fame.

Trump administration raises questions for rare-disease drugmakers

Trump administration raises questions for rare-disease drugmakers

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Nobody knows what the future holds for the Affordable Care Act under the Trump administration and an emboldened Republican Congress.

Shark Tank's Herjavec shares his tips for innovation competitions

Shark Tank's Herjavec shares his tips for innovation competitions

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When his mother suffered from ovarian cancer a decade ago, Robert Herjavec found himself frustrated by the quality of care she received.

Japanese drugmakers lead the way in digital innovation

Japanese drugmakers lead the way in digital innovation

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Otsuka, Astellas, Takeda, and Daiichi Sankyo share a degree of adventurousness and forward-mindedness in the digital realm.

5 digital experts on what's next in health technology

5 digital experts on what's next in health technology

Read more to learn what Startup Health's Unity Stoakes and UCB's Greg Cohen, and others have to say about the latest trends for 2017.