Even the industry's sunniest personalities don't deny that pharma has an image problem among outside constituencies, with an unfortunately high percentage of observers believing the biz is first and foremost about profits. Sachin Jain dives deep on this and other perceptions—accurate and otherwise—about the industry and its marketing machinery
In the past, when pharma companies talked about patient-loyalty programs, what they were really talking about were the financial incentives underpinning them. But in the wake of Novo Nordisk's successful support program for diabetics, Cornerstones4Care, such initiatives are finally set to evolve. James Chase reports on the shifting focus of patient support
Of all the channels through which brands can connect with HCPs, electronic health records have long been considered the most stubbornly and frustratingly impenetrable. Might advances in analytics and cloud technology, among other recent innovations, help simplify the EHR equation? Sarah Mahoney investigates
In years past pharma marketers had to check themselves before conveying off-label product claims, even though those off-label uses had long since become standards of care. But in recent months the FDA has signaled a willingness to open the off-label information floodgates. Former FDA Associate Commissioner Peter Pitts explains exactly why this matters
The year 2014 stunned even the sunniest of pharmaceutical optimists. Read our report
Technology has, quite clearly, transformed the role of the sales rep. But at the same time, predictions that the rep would go the way of the dodo bird have themselves been proved false. James Chase surveys the rep's role in a changing media and sales environment
The respiratory field, in which several launches are under way, is branching out, from long-time dominant fixed-dose combinations to a therapeutic arsenal that includes biologics and gene therapy. Rebecca Mayer Knutsen investigates the innovation and the intrigue
The orphan-drug market was flying high before President Obama announced plans to devote $215 million to the funding of a Precision Medicine Initiative. Imagine the excitement among interested audiences now that those plans have picked up momentum. Frank Celia reports
DTC pharma advertising works—ask anyone. But over the years, its effectiveness has been blunted by FDA requirements that, marketers claim, befog rather than clarify. Larry Dobrow surveys the DTC landscape in the wake of the FDA's new—and some say revolutionary—guidance for communicating risk information in print ads
The industry celebrated its most precious asset—its people—at The Pierre in New York City on February 3 with a dinner honoring the two most recent inductees to the Medical Advertising Hall of Fame and the 2015 "Future Famers"
You have fewer than six weeks to enter the MM&M Awards. No problem. Follow our checklist of Do's and Don'ts and tune in to our webcast on March 24 for more tips.
Most healthcare marketers understand the need for their programs to live in a range of channels. Now comes the hard part: Balancing their efforts across the multichannel spectrum. Michael Spitz offers some advice to marketers who get the "why" but need some help with the "how"
The combination of EHR, sensor and biomarker data is working to break down traditional barriers to collaboration among top-flight HEOR researchers
The sales reps are game, the HCPs are receptive and the mobile technology is ready. Rebecca Mayer Knutsen reports on the circumstances that have converged to provide pharma with its most promising mobile selling moment to date
Is this finally the year that anti-obesity drugs make the leap from niche curio to mainstream therapy? Frank Celia reports on the changing practitioner mind-set that could shift odds in favor of several new weight-loss options
In the wake of the high-profile showdown between Gilead and Express Scripts over the pricing of hepatitis-C drugs Sovaldi and Harvoni, the pharma/PBM balance of power may well have shifted—but not to the degree that many observers had predicted
A few years ago medical publishers were approaching a cliff and the choices were simple: Evolve the business or fall over the edge. By having learned to survive, some publishers are now ready to thrive
The MM&M Awards 2015 program is officially open for business
With unprecedented numbers of practices locking out sales reps, pharma companies are being forced to do a better job of engaging HCPs in other ways
Our second annual survey of patients, physicians and payers reveals a significant degree of frustration—on every side—in an around the ever-booming specialty drug segment. Sarah Morgan interprets the results
Francis Gace and Dr. H. James Barnum took different paths to the top but each left a lasting mark on the advertising business. Barbara Peck celebrates the legacies of the two latest inductees to the Medical Advertising Hall of Fame
It's not as though pharma marketers didn't see mobile coming. For the past half decade, they've discussed its potential to transform behaviors and relationships within the healthcare ecosystem. Yet now that mobile has arrived, they find themselves torn between caution and exuberance. Larry Dobrow explains
The rare disease drug market is making history with its steady growth and burgeoning pipeline—and owing to continuing breakthroughs in gene therapy, the biggest advances are yet to come. Rebecca Mayer Knutsen reports on a sector that is thriving—and on the possibility that issues around pricing can slow its surge.
Change within a set-in-its-ways industry can be scary—that is, unless you've got the will and bravado to tackle it head-on. Here are the 40 inventors, strategists, advocates and wonks who are challenging, disrupting and otherwise transforming the healthcare business.
Long the only game in town, health insurers—many have observed—never mastered the art of customer service. But with a host of tech- and service-savvy upstarts making plays for "their" customers, the rules have changed. Sarah Mahoney examines how the new breed of insurers—who mix high tech with high touch—are trying to outflank the establishment
The cardiovascular space has long ranked among the pharma industry's most vibrant. Even by that standard, however, 2015 is shaping up as a blockbuster year, and PCSK9 inhibitors have a lot to do with projections. Estimates for their success could prove even better if they are shown to reduce cardiovascular event risk, as well. Joe Dysart explains
In theory, healthcare marketers love the idea of beacons. In practice? Well, nobody's sure whether patients and physicians will be wowed by their utility or turned off by their invasiveness. Barbara Peck offers a Beacons 101 primer
For years, Congress has batted around the possibility of tax reform—and with it, the reduction or elimination of the tax deduction for marketing expenses. Could 2015 be the year that reform comes to pass? Larry Dobrow attempts to answer this and other pressing policy questions
Buoyed by unprecedented success in hepatitis C, the biotech and pharma sectors had a strong 2014. And to hear ace Evercore ISI analyst Dr. Mark Schoenebaum tell it, everything's in place for growth in 2015 and beyond. Here, he takes both a look back and a look forward
These 16 sprouts, from a field of 156, are looking up. With more nurturing, their buds could blossom. Marc Iskowitz reports
The 2015 healthcare agency questionnaire, for firms hoping to be featured in the Top 100 Agencies issue, is live. Click here to be considered.