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.
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.