It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing
Long considered one of the staid, self-contained areas of the healthcare biz, the device/diagnostics space has enjoyed an injection of energy as the potential for integration with mobile devices has become more obvious. But are these companies set up to work alongside their traditional pharma partners, much less the entrepreneurial-minded start-ups that aim to reinvent the category? Larry Dobrow surveys the opportunities and frustrations
"An epidemic comes and goes. This is a trend curve. We need to bend that curve."
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
The increasing use of social media to reach consumers in the healthcare arena raises questions: Is it time to leverage it for HCPs, and if so, what are the most viable platforms for pharma-HCP communications?
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 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
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
Pharma continues to struggle with its image. Exhibit A is the public debate around the price of, and access to, new and innovative meds. As countless transformative technologies hit market, has industry done enough to anchor its permission to innovate? To provide a closer look at trends affecting trust over the past year, MM&M presents this e-book, "The 2015 Edelman Trust Barometer." Click here.