Features

Celebrity drug ads: Opportunity or PR disaster?

Celebrity drug ads: Opportunity or PR disaster?

By

Tapping celebrities for brand or awareness campaigns ensures a high degree of attention, but such arrangements come with concerns that "regular" ones do not.

Medical Advertising Hall of Fame inductees of 2016

Medical Advertising Hall of Fame inductees of 2016

By

A pharma research forefather. An agency builder. A "guy you wanted in the room." These Medical Advertising Hall of Fame inductees are a professionally diverse and richly worthy trio.

Making the Case for the Value of Co-pay Cards

Making the Case for the Value of Co-pay Cards

Now that payers are locking in discounts at launch from drugmakers, where do co-pay cards fit in the marketing mix?

With PCSK9s, payers say, 'Let the market decide'

With PCSK9s, payers say, 'Let the market decide'

By

It's possible that payers won't prove the wild card in the PCSK9 derby. Instead, physician preference may do more to shape the market and maybe even force payers' hands.

 MM&M's Top 40 Healthcare Transformers of 2016

MM&M's Top 40 Healthcare Transformers of 2016

Here are the 40 executives, investors, entrepreneurs, designers and thinkers who are ushering the industry into its new technological golden era.

Leadership Exchange: Social Listening

Leadership Exchange: Social Listening

By

Social listening can help all along the value chain—from research and discovery to developing marketing plans and strategy.

Lack of expertise limits pharma's Facebook use

Lack of expertise limits pharma's Facebook use

By

With few exceptions, pharma brands haven't made much headway on Facebook. Marketers won't see real results until they cede control and stop chasing likes.

What pharma companies and agencies can learn from Amazon

What pharma companies and agencies can learn from Amazon

By

In the wake of an exposé on Amazon's corporate culture, pharma companies and agencies strive to keep employees as happy and satisfied as their clients.

Wearables have yet to move past the hype

Wearables have yet to move past the hype

By

Wearables has been the buzziest of healthcare-related buzzwords. And yet here we are in January 2016, still awaiting their iPhone moment.

Patient Marketing: Dissed Content?

Patient Marketing: Dissed Content?

By

Content marketing continues to strike fear into the hearts of pharma marketers. Doing it properly requires courage, commitment, creativity—and perhaps a little wiggle room to fail and learn. James Chase looks at three flagship OTC content programs that might lend a bit of inspiration to the Rx world

Leadership Exchange: Launching at the Speed of Digital

Leadership Exchange: Launching at the Speed of Digital

By

It's no secret that speed matters in customer interface. Marc Iskowitz settles into the moderator's seat to find out how biopharma—an industry not known for moving with rapidity—is digitally shifting its commercial model into a higher gear

Data Management: Not If, But When

Data Management: Not If, But When

Healthcare may seem to have been unscarred by the ongoing rash of high-profile cyber-attacks, at least compared with retail and financial organizations. But to hear security pros tell it, the industry is increasingly finding itself as much of a target as companies in other sectors—if not more of one. Karen Epper Hoffman surveys the potential damage

Outlook 2016: High Science, High Stakes

Outlook 2016: High Science, High Stakes

By

The year 2015 may have lacked a ­hall-of-fame debut on par with 2014's hep.-C launches, but the year featured its share of intrigue in the form of sky-high valuations forcing big organizations to adjust their M&A approach and more. In this Q&A, Jon Gardner, deputy news editor at EvaluatePharma's EP Vantage, reads the tea leaves and hands out some awards—including Company of the Year honors for a controversial candidate

The Pipeline Report 2016: Big-Time Upside

The Pipeline Report 2016: Big-Time Upside

By

A peek at 159 aspiring agents, with profiles on 17 that could shoot to stardom. Rebecca Mayer Knutsen has the forecast

Outlook 2016: A Pharma Pile-On

Outlook 2016: A Pharma Pile-On

By

To hear politicians tell it—especially the ones seeking President Obama's job—pharma is motivated by profit and needs to be brought to heel. The reality of the situation, inside DC and out, is just a tad more complex. Larry Dobrow takes a closer look at what might be coming down the policy pipeline Illustration by Alex Fine

MM&M Awards 2015: The Gold Club

MM&M Awards 2015: The Gold Club

By

Pharma marketers of all stripes came together on October 1 in New York City to celebrate another outstanding year's worth of work—and play Photos: Dan D'Errico

Leadership Exchange: Transforming Patient Advocacy

Leadership Exchange: Transforming Patient Advocacy

It's an entirely different day for patient advocacy, yet we've only scratched the surface. Advocates and their pharma counterparts discuss what's standing in the way of deeper collaboration. Marc Iskowitz chairs a lively debate

Reel Marketing: Choose Your Own Adventure

Reel Marketing: Choose Your Own Adventure

To date, pharma marketers have viewed interactive video as more or less a curio—a tactic best assigned to next year's to-do list. But in doing so, they're missing a huge opportunity to connect in ways that more linear forms of advertising can't match. By way of IKEA and Coldplay, Mitch Apley explains

Engaging HCPs: Beer or Tacos?

Engaging HCPs: Beer or Tacos?

By

As pharma marketers continue on their age-old quest to engage physicians, the either/or choice between reps and digital tactics has largely gone away in favor of programs that incorporate both. At the same time, certain segments of the business are still finding their way in the brave new digital world. Larry Dobrow surveys the scene

The Programmatic Movement: A Programmatic Primer

The Programmatic Movement: A Programmatic Primer

By

Programmatic buying has started to take over the placement of digital ads, to the tune of $15 billion in 2015 sales. Is pharma in the process of following suit or will concerns about privacy and fraud dampen industry enthusiasm? Barbara Peck assesses the pros and cons

Leadership Exchange: Reconcilable Differences

Leadership Exchange: Reconcilable Differences

By

Get on a plane. Pick the right people. Use less e-mail. More SOPs. Marc Iskowitz asks seven execs from both sides of the agency-client divide how to partner despite rising challenges ALL PHOTOGRAPHS THROUGHOUT BY ERICA BERGER

Non-Personal Promotion: Pitchers of Records

Non-Personal Promotion: Pitchers of Records

For all the talk about EHRs and their eventual point-of-care ubiquity, skeptics remain. Will EHR platforms ever become penetrable enough for pharma to consider them as an integral part of the non-personal promotion tool kit? James Chase reports

Cloud Marketing: Faces in the Cloud

Cloud Marketing: Faces in the Cloud

As the need for more informed conversations with KOLs has grown, so too has the role of medical science liaisons. But as they attempt to bolster trust and familiarity with those audiences, MSLs are challenged by the volume of personalized information they need at their disposal to engage in a meaningful way. Enter—what else?—the cloud. Veeva Systems' Robert Groebel explains

Agency Culture: Firm Foundations

Agency Culture: Firm Foundations

By

Recruiting and retaining talent have always been concerns for healthcare agencies—and as the pace of industry has quickened, the challenge has intensified. James Chase assesses the opportunities and pain points—the methods and the madness—of agency careers / Illustration by A. E. Kieren

Career Paths: No One Way to the Top

Career Paths: No One Way to the Top

By

As four highly regarded execs tell Larry Dobrow, the road to a rewarding career in pharma and healthcare marketing can include anything from a high school teaching stint to a gig as an athletic trainer in the Toronto Blue Jays organization

2015 Career & Salary Survey: Dollar Signs

2015 Career & Salary Survey: Dollar Signs

By

Average salaries are up—that's good! Salary gender disparity remains—that's bad! What other takeaways can be gleaned from the data revealed by respondents to MM&M 's annual Career & Salary Survey? Larry Dobrow gets inside the numbers

Social Engagement: Leveling the Field

Social Engagement: Leveling the Field

Social media has the potential to elevate challenger brands to the highest step on the podium. But with many companies still languishing in the blocks, medal-worthy performances remain few and far between. It's time for pharma to step up its social game, as James Chase reports

Mobile Marketing: Dial M for Launch

Mobile Marketing: Dial M for Launch

Mobile is the multilayered ecosystem into which all products are now launched, so doing it right is crucial to commercial and outcomes success. James Chase draws on the insights of mobile health experts to compile six key considerations

Brand Development Strategies: Golden Oldies

Brand Development Strategies: Golden Oldies

The rise of digital promotion and the need to wring every last drop of ROI from successful products have created a new niche: one with shoestring budgets, little to no sales-force support and competitors ready to pounce. Frank Celia explores late-lifecycle marketing and the companies and brands that manage to flourish there

Patient Education/Marketing Report: Revolution

Patient Education/Marketing Report: Revolution

By

Patient education used to be a cookie-cutter operation: Hire a spokesperson, plan an event and draft a static list of symptoms, then call it a day. But in the wake of groundbreaking campaigns from AstraZeneca and Novartis, the industry may well have to raise its content-creation game—and cede considerable control to super-informed patients in the process. Larry Dobrow reports on the two programs that have raised the ­ patient-ed stakes

Professional Ad Report: Staying Power

Professional Ad Report: Staying Power

By

Print has been written off so often as being obsolete and unwieldy that it seems a wonder that it is still with us. So why does Kantar Media data for the first half of 2015 suggest that print remains vital? Rebecca Mayer Knutsen breaks down the numbers—and through the conventional wisdom

MM&M Awards 2015: The Short List

MM&M Awards 2015: The Short List

More than 100 handpicked healthcare marketing professionals spent hours analyzing and debating your MM&M Awards entries. Here are the ones that made the finalist cut

Cannes Roundtable: What's Really next for Pharma?

McCann Health hosted a lively debate on the future of pharma branding at the Cannes Lions Health international creative festival. MM&M sister publication Campaign listened in

Cloud Marketing: Cloud Control

Cloud Marketing: Cloud Control

To unlock the vast business potential of the cloud, pharma must first overcome its inherent resistance to change and then commit to tearing down those silo walls. James Chase reports

Point of Care: Point of Where?

Point of Care: Point of Where?

With rare exceptions, the point of care used to be one of three places: the doctor's office, the hospital or the pharmacy. But with advancing technology and connectivity facilitating physician-patient sessions that can take place with one—or both—participants lounging on the beach, the point of care is now officially wherever patients want it to be. Rebecca Mayer Knutsen reports

Biotech Report: Will Gene Therapy Go Mainstream?

Biotech Report: Will Gene Therapy Go Mainstream?

By

The products are safe. The science is rock-solid. Patients are champing at the bit. But as much as the industry may be lining up behind gene therapies, marketing and operational questions abound. Larry Dobrow reports on the current state of the gene therapy union

Leadership Exchange: 21st Century Promotion

Leadership Exchange: 21st Century Promotion

By

From the 21st Century Cures Act to Amarin's off-label suit, Marc Iskowitz asks seven experts what the confluence of policy developments means for pharma promotion.

Patients expect pharma will boost engagement

Patients expect pharma will boost engagement

By

The pharma business needs to take engagement far more seriously than it has in the past. At the same time, there are signs that the industry is finally acting with more urgency and even transparency.

Index of Agencies and Advertisers

Please open the PDF (named Index) below for a complete listing from our July 2015 issue

MM&M's Agency Solar System

MM&M's Agency Solar System

North American healthcare agencies and the holding companies that own them

Top 100 Agencies 2015: Wunderman Health

Top 100 Agencies 2015: Wunderman Health

By

Digital accounts for more than happiness

Top 100 Agencies 2015: W2O Group

Top 100 Agencies 2015: W2O Group

By

An agency with a "no walls" philosophy

Top 100 Agencies 2015: Triple Threat Communications

Top 100 Agencies 2015: Triple Threat Communications

By

Motivation, ability and trigger

Top 100 Agencies 2015: Trio

Top 100 Agencies 2015: Trio

Keeping up with the times while integrating into a new family

Top 100 Agencies 2015: Topin & Associates, an HCB Health Company

Top 100 Agencies 2015: Topin & Associates, an HCB Health Company

By

A veteran Chicago shop has a new parent

Top 100 Agencies 2015: Sudler & Hennessey

Top 100 Agencies 2015: Sudler & Hennessey

Offering clients solutions they didn't even know they needed yet

Top 100 Agencies 2015: STRIKEFORCE Communications

Top 100 Agencies 2015: STRIKEFORCE Communications

By

A smaller agency thinks and acts big

Top 100 Agencies 2015: StoneArch

Top 100 Agencies 2015: StoneArch

Aligning across healthcare's continuum

Top 100 Agencies 2015: Siren Interactive

Top 100 Agencies 2015: Siren Interactive

By

A surge follows an acquisition

Top 100 Agencies 2015: Scout

Top 100 Agencies 2015: Scout

By

Independence has its rewards

Email Newsletters