Features

Features 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

Features 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

Features 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

Features Patient Education/Marketing Report: Revolution

Patient Education/Marketing Report: Revolution

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

Features Headliner: Sales vet keeps 111-year-old title spry

Headliner: Sales vet keeps 111-year-old title spry

Amy Clarke Luchsinger "thinks that HCPs want both digital and print. The people [she] talks with just want to be able to access information when and where they want it . . .

Features Professional Ad Report: Staying Power

Professional Ad Report: Staying Power

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

Features Editor's Desk: Kim Kardashian West's tempest in a bottle

Editor's Desk: Kim Kardashian West's tempest in a bottle

Could Kardashian West's now-notorious Diclegis social post be more than an OPDP case study?

Therapeutic Focus Therapeutic Focus: Women's Health

Therapeutic Focus: Women's Health

From hormone-replacement therapies to super-effective breast-cancer drugs to the so-called female Viagra, innovation within the women's health category has accelerated in recent months.

Features

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

Features Back Talk: Is Cost Myopia Unfocused?

Back Talk: Is Cost Myopia Unfocused?

Before you fire up your outrage and vent your spleen, take a long look inside your parents' (or your own) medicine chest


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Specialty medicines continue to be a hot category, one in which spending has surged behind products that treat medicine's most complex diseases. This eBook lays out the needs and hurdles along the specialty drug pathway, explaining how stakeholders are working to get meds into patients' hands and ease their experience. Click here to download.