Adaptive Marketing—Means, Motive and Opportunity

Adaptive Marketing—Means, Motive and Opportunity

The way in which consumers will perceive adaptive marketing is going to depend crucially on our motives.

Meaningful Use is a Marathon, Not a Sprint

Meaningful Use is a Marathon, Not a Sprint

The differences that can be made by meaningful use are ones that need some time to make themselves felt

What Health Communicators Can Learn From Honey Boo Boo

What Health Communicators Can Learn From Honey Boo Boo

Lessons can be learned from the reality TV shows currently dominating the nation's airwaves.

Why the Time is Ripe for Pharma to Embrace Mobile

Why the Time is Ripe for Pharma to Embrace Mobile

Some recommendations to help marketers put their best foot forward on smartphone and tablet screens

Five Lessons Theme Parks Have for Medical Convention Success

Five Lessons Theme Parks Have for Medical Convention Success

What does it take to turn your booth into a world-class educational and entertainment experience? Here are five proven principles that consistently bring the magic to the show floor.

Behavior problems... and solutions

Behavior problems... and solutions

"Behavior design" is beginning to make its way into pharma.

P&G's Huddle Technique

P&G's Huddle Technique

Want to give better creative feedback? Try P&G's uncommon-sense process.

How to Make Healthcare Innovation Work in the Real World—Merck's Partnership with PatientsLikeMe

How to Make Healthcare Innovation Work in the Real World—Merck's Partnership with PatientsLikeMe

A major partnership between Merck and PatientsLikeMe tests how a new kind of online evidence network could inform drug development using real-world health outcomes

Global Medical Advertising: Translation vs. Transcreation

Global Medical Advertising: Translation vs. Transcreation

What's "comfortable" in the US might be interpreted as "pain-free" In Finland. Why adapting medical messages into other languages takes precision

Will Less Privacy Fuel the Next Big Shift in Healthcare Economics?

Will Less Privacy Fuel the Next Big Shift in Healthcare Economics?

Consumers tend to be more honest with their social postings than they are with their doctor or insurer. That may lead to a lot more insight for pharma

Why the US Didn't Do Well at Lions Health

Why the US Didn't Do Well at Lions Health

A US Pharma juror's—and silver Lions Health winner's—opinion on why the Americans didn't fare well in Cannes, and tips for improvement

How Apple, Google and Samsung Are About to Reshape the mHealth Landscape

How Apple, Google and Samsung Are About to Reshape the mHealth Landscape

How the torrent of news from these tech titans may change the near-term realities on the ground for pharma and medical device companies

Mobilizing Health after the FDASIA Health IT Report

Mobilizing Health after the FDASIA Health IT Report

The recent ONC report on regulation of health IT, such as mobile medical apps, raises lots of questions but illustrates the hurdles to drafting practical guidance

How Apple Will Transform Pharma: Are We Ready?

How Apple Will Transform Pharma: Are We Ready?

Three AbelsonTaylor executives discuss how Apple's new HealthKit and Health apps will shape our industry

Smartphone Innovation Is About Seniors and mHealth

Smartphone Innovation Is About Seniors and mHealth

What the recent Samsung and Apple announcements about health technology tell us about the future of mobile health solutions

Considerations for Value Preparation for ASCO 2014 Drugs

Considerations for Value Preparation for ASCO 2014 Drugs

Cancer drugs with Breakthrough status have a shortened timeframe within which to develop a value proposition and price point that can be defended

The Payer-Marketing Power Shift Is Here

The Payer-Marketing Power Shift Is Here

The challenge of communications and marketing in the strange new world of the Affordable Care Act

My GI Health: Reimagining the Dialogue Between Patients and Physicians

My GI Health: Reimagining the Dialogue Between Patients and Physicians

Executives from Ironwood Pharmaceuticals describe an approach that promises to improve point-of-care interactions

Is healthcare the right place for creative bravery?

Is healthcare the right place for creative bravery?

Global execs from Novartis and Mundipharma discuss the role creativity can play in healthcare marketing

Gaining a presence in the drugstore aisle

Gaining a presence in the drugstore aisle

Some key questions pharmaceutical marketers should ask before making decisions about which online and offline consumer channels to pursue

Visualize This: Patients Who Actually Understand Their Doctor

Visualize This: Patients Who Actually Understand Their Doctor

Visual communications provide the opportunity to dramatically reshape and improve how patients learn about conditions and care.

Data security in pharma marketing—the path to maturity

Data security in pharma marketing—the path to maturity

What brand managers need to know to achieve data security maturity

Blockbuster Drug Boycott? What ESI's Sovaldi Threat Means to Big Pharma

Blockbuster Drug Boycott? What ESI's Sovaldi Threat Means to Big Pharma

Express Scripts warned of building an anti-Sovaldi coalition. If payers are unwilling to pay for such drugs, or band against their makers, where does pharma go from here?

Marketing in the Modern Attention Economy: 9 "M-Words" Modern CMOs Should Consider

Marketing in the Modern Attention Economy: 9 "M-Words" Modern CMOs Should Consider

Nine things CMOs should consider when desiring to engage consumers who no longer want to give their attention to boring and scripted product descriptions.

Gens X, Y and diabetes: Not as invincible as they think?

Gens X, Y and diabetes: Not as invincible as they think?

Are today's young adults on their way to healthier lives in middle age and beyond? New data from GfK's Roper Diabetes study series gives cause for concern.

A Message About Messages

A Message About Messages

More credit ought to be given to the investments and inventions made by the biopharmaceutical sector—no question. But placing responsibility on the media for a perceived lack of fairness seems misplaced.

Surging Enrollment—Has the Affordable Care Act Turned a Corner?

Surging Enrollment—Has the Affordable Care Act Turned a Corner?

With enrollment having just reached five million in a push to the March 31 deadline, the ACA is poised to turn the corner of public opinion.

SXSW: Key takeaways for healthcare marketers

SXSW: Key takeaways for healthcare marketers

Why I left SXSW this past week feeling like I just might live forever

How social business is transforming healthcare

How social business is transforming healthcare

Healthcare companies are partnering with social entrepreneurs to drive their own agendas on affordability and access while staying at the forefront of global initiatives

Five things big pharma can learn from the rare-disease community

Five things big pharma can learn from the rare-disease community

Incentives aren't the only reason orphan drugs are a success. More important are the lessons companies have learned about patients, social media and support.

Unraveling the real story in the data trail: people

Unraveling the real story in the data trail: people

Being decoded helps harness technology to bring out the best in people, attract talent and, ultimately, improve customer service, say authors of a new book

Three major med-tech trends to watch

Three major med-tech trends to watch

A rundown of the big trends in devices & diagnostics in 2014, based on research and analysis, and the growth opportunities they will provide

Supermarket(ing)

Supermarket(ing)

What it would be like to advertise treatment for earwax impaction, hypersalivation and gas during the big game.

Not everything about Healthcare.gov is bad

Not everything about Healthcare.gov is bad

Looking past all the noise, beleaguered portal offers pointed lessons to healthcare website developers

Wearable, shareable and seamless technology

Wearable, shareable and seamless technology

Looking beyond the plethora of fitness trackers on display at CES 2014, one can glean which consumer trends are likely to impact the future of pharma marketing—Are you ready for the Internet of Things?

When Sales Force Met Marketing

When Sales Force Met Marketing

For this romance between two unlikely partners to work, Pharma must let go of its idea of a traditional sales force.

Should pharma be social? Patients respond

Should pharma be social? Patients respond

A patient panel provides a prescription for pharma social media success

Seizing the MoCial trend

Seizing the MoCial trend

How pharma can integrate mobile & social in 2014

Stop using the term "patient-centric"—and other rules for the New Pharma Value Proposition

Stop using the term "patient-centric"—and other rules for the New Pharma Value Proposition

Fundamental flaws in our current business model must be fixed if our industry is to stay vital and competitive into the next decade.

Closing the digital intelligence gap

Closing the digital intelligence gap

Getting to an integrated mar-comms model isn't easy. Addressing your agency's lack of digital skills is a good start.

Reasons to believe

Reasons to believe

All decisions have an emotional component. Even those, like technology, where we think reason has won the day.

DTC ads should do more than raise eyebrows

DTC ads should do more than raise eyebrows

The ad push around "Low T," and ongoing industry criticism, is a reminder to advertise responsibly.

Should pharma abandon social media?

Should pharma abandon social media?

Cultivating relationships digitally is a long-term play. Yet few pharma campaigns are set up for that kind of promotion

It's time for J&J to challenge the Credo...again

It's time for J&J to challenge the Credo...again

Will J&J ever regain its once stellar reputation for ethics and social responsibility?

Coffee over co-pay: How did it come to this?

Coffee over co-pay: How did it come to this?

Remember when it felt good to say you worked in pharma? How to get the people who benefit from our products to recognize and articulate the value they receive

Do depot drugs really deliver?

Do depot drugs really deliver?

In schizophrenia, non-compliance can be disastrous. Do depot drugs really make a difference for patients?

Is the current agency model a joke?

Is the current agency model a joke?

Why agencies must get out of the strategy business.

What NOT to tell an MS Patient

What NOT to tell an MS Patient

It is often hard to find the right words when talking to a patient, friend or family member with MS. Even with training and awareness of the disease, we often blurt out something we think is innocuous only to find out later that we have deeply offended. The Health Activists that Extrovertic spoke to had some suggestions for having positive conversations with someone with MS.

Angelina Jolie's flawed message

Angelina Jolie's flawed message

Angelina Jolie's story raises important questions about education, outreach and access—but her nod to holistic treatments is less helpful

Op/Ed: Meningitis crisis and the threat to pharma

Op/Ed: Meningitis crisis and the threat to pharma

The deadly meningitis outbreak highlights the threat not only to public health, but also to the pharma industry, posed by the largely unregulated practice of pharmacy compounding.

WEB EXCLUSIVE: Pharmas must step up and lead on off-label, online communications

WEB EXCLUSIVE: Pharmas must step up and lead on off-label, online communications

FDA's recent draft guidance on off-label communication is, despite its shortcomings, a step forward, writes John Kamp, arguing that pharmas should take this welcome bit of clarity and act boldly on it

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