There are also issues surrounding privacy and legitimacy. According to one expert's research, very few physicians use social media for professional purposes.
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.
This according to the 172 healthcare marketing executives who participated in the 2017 MM&M/Guidemark Health Healthcare Marketers Trend Report.
Guidemark Health COO Sophy Regelous shares her perspective on the 2017 MM&M/Guidemark Health Healthcare Marketers Report.
Each of the approaches is valid and more ambitious than a great majority of the campaigns that preceded them.
But have pharma and payers learned enough from earlier pilots to make modern risk-sharing deals work?
The founder of Pacific Communications shares the details of his career as he is inducted into the Medical Advertising Hall of Fame.
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.
Nobody knows what the future holds for the Affordable Care Act under the Trump administration and an emboldened Republican Congress.
When his mother suffered from ovarian cancer a decade ago, Robert Herjavec found himself frustrated by the quality of care she received.
Otsuka, Astellas, Takeda, and Daiichi Sankyo share a degree of adventurousness and forward-mindedness in the digital realm.
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.
Data scientists are a new kind of insight and analytics professional showing up in the biopharma ranks.
The internet strongly agrees there's an artificial intelligence revolution going on, and it's come to pharma marketing.
The first step is to seek leadership support, she says.
Here's a look at 100 experimental therapies in late-stage clinical trials.
More barriers separate doctors and patients than ever before, from rising costs and time constraints to electronic health records and smartphones.
Most physicians said EHRs have negatively impacted their communication with a patients.
Specialty pharma ace Umer Raffat, a senior analyst at Evercore ISI, shares his 2016 postmortem and a few quick-hit predictions for 2017.
If Trump decides to go after pharma, politicians aren't likely to receive too many "How can you do this? Think about the children!" notes.
With lawmakers, patients, and physicians crying foul over pricing, drugmakers are trying to shift the narrative — with mixed results. Can a new focus on storytelling help?
Tech companies and Bernie Sanders have found the millennial audience easy to crack. Organizations in and around healthcare? Not so much.
As digital-health funding increases, here's how VR, nanotechnology, and 3D printing could potentially improve the value of healthcare.
They share their insights, secrets, worries, and everything else in between.
Hint: it pays to be an EVP.
Execs say that career prospects are better than ever. Yet data from MM&M's annual Career and Salary Survey reveals a decline in growth.
"It's easy to 'fill open positions,'" Marchese says. "We've banned that phrase. If you do that, you're just checking boxes on a list."
Diabetes is one of the most stubborn conditions to treat effectively. Drugmakers are turning to machine learning, online coaching, and gamification.
Will this payer pressure pose an existential threat to co-pay cards even though patients love them?
The implementation of a broad outcomes-based pricing scheme is a wildly, almost gratuitously complicated project.
Baby boomers have taken to health tech with surprising ease, opening up a wealth of opportunities for marketers savvy enough to pursue them.
Despite the increasing importance of the CIO post, top technology professionals still find it hard to break into the uppermost ranks at life-sciences companies.
In partnership with inVentiv Health, MM&M found a millennial doctor to ask about her frustrations with the existing pharma marketing model to her willingness to text patients.
Although telehealth is still in its early stages, it's building momentum — with good reason.
Drugmakers like Merck are making a big education push as they lay the groundwork for future biosimilars.
A Sermo poll asked physicians: Do you feel biosimilars will prove safe and effective enough for you to prescribe them when more become available?"
Learn more about the top therapeutic categories by sales, top companies by revenue, top drugs by sales, and more.
Mere days after the Pfizer deal collapsed, top Allergan executives had nary an air of regret about them.
Total medicine spending surged to $424.8 billion in 2015, representing an increase of 12.2%. Here's why that growth figure is closer to 2.9%.
The 16 women profiled here number among those who have bridged the gender gap in agencies, biopharma, and medtech.
The MM&M Women to Watch, part of our inaugural Hall of Femme, salutes 20 aspiring healthcare commercial and marketing execs distinguishing themselves.
Following print's best year since 2011, it's time to rewrite those journal-advertising obituaries. Medical-surgical print journal spending in 2015 was up 8.4% to $372 million.
Here are the brands and companies that advertised the most on professional ads in 2015.
As tech behemoths like Google are attempting to poach the best and brightest, executives from pharma companies and agencies share new retention tactics.
Tip: Don't charge your intern with assembling your entry. Read more from our checklists of do's and don'ts, and don't forget that entries are due April 11.
Given the value of its data and its relatively backward security measures, the healthcare industry has become a prime target for hackers. But industry experts say changes are afoot.
Discover why even digitally native physicians can no longer abide the flood of information e-sent their way.
Welcome to the mobile era for clinical trials, in which phone and tablet technology promise to upend a costly and unwieldy process.
Manufacturers team up to study drug combinations, a strategy expected to advance the category.
Tapping celebrities for brand or awareness campaigns ensures a high degree of attention, but such arrangements come with concerns that "regular" ones do not.
- Five things for pharma marketers to know: Wednesday, March 22, 2017
- Five things for pharma marketers to know: Monday, March 20, 2017
- Novartis aims to bring first oral asthma drug to market in two decades
- Drugmakers target severe asthma patients with biologics, but payers raise pricing issue
- Five things for pharma marketers to know: Tuesday, March 21, 2017
- 2017 Healthcare Marketers Trend Report: All the data in one place
- Infographic: What's next for the point of care market
- Drugmakers again boost DTC spending, to $5.6 billion in 2016
- Digital IDs become focus as drugmakers seek to track doctors' behavior online
- Some CME experts remain skeptical when it comes to social media