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.
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?
Pharma companies are likely to put up aggressive resistance to the measure, introduced earlier this month.
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.
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.
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.
The general sense: Nobody should get comfortable with the status quo
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.
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.
In the past, pharma hasn't used data effectively to engage its A-list HCPs. Five companies hope to change that.
Fueled by system-wide demand and facilitated by AI, the industry's lofty expectations around real-world evidence could soon be fulfilled
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 sayFebruary 01, 2018
Details are vague, but the e-commerce giant indicated it's serious about getting into healthcare.
Strategies for differentiating CAR-T therapies emerge in the early days of 2018, while competitors race to catch up with Novartis and Gilead.
Four data aces share their backgrounds, inspirations, and guiding philosophies
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
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.
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
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.
Do the healthcare and pharma arms of Accenture, Deloitte, PwC, and other consultancies pose an existential threat to traditional healthcare agencies?
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.
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?
Innovation-minded executives share their thoughts and predictions for the year ahead.
The first year of the Trump administration was kind to pharma, but it might not be so fortunate in 2018.
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.
The top three most advertised brands were GlaxoSmithKline's Breo Ellipta, Eli Lilly's Trulicity, and Boehringer Ingelheim's Jardiance.
The successes of these pharma execs show that there's no one path to professional bliss.
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.
No crucial area in pharma is more desperately in need of a fix — or more stubbornly resistant to change.
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.
Two recent cash infusions suggest investors are bullish on point-of-care advertising. Is the channel ready for its moment in the spotlight?
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.
They are using social media campaigns, apprentice programs, and hands-on internships to recruit young, innovative talent right out of school.
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.
Frustrated by its inability to empathize with patients, pharma has turned to tech to teach providers and caregivers what illness really feels like.
MM&M honors 40 upstarts and veteran innovation gurus.
For the first time MM&M honors a group of 10 agency execs.
The top three most advertised brands in 2016 were Gilead Sciences' Harvoni, Eli Lilly's Trulicity, and J&J's Invokana.
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.