OPINION

Why Any Merger is the Last Resort of Lousy Marketers

Why Any Merger is the Last Resort of Lousy Marketers

Really? Is this the new healthcare math — the fewer the insurance companies, the greater the competition and the lower the premiums?

The EpiPen Debate Reveals Gap in Industry's Pricing Defense

The EpiPen Debate Reveals Gap in Industry's Pricing Defense

"Standard economic concerns like price elasticity fall out of the equation when people simply have no choices. No one buys an EpiPen for fun," Dr. David Katz writes.

Drug Pricing Will Be a Key Issue, Whether Clinton or Trump Win the Election

Drug Pricing Will Be a Key Issue, Whether Clinton or Trump Win the Election

Policymakers respond to a crisis and every crisis has to have a villain. Unfortunately, today pharma is the villain.

Ogilvy's Michael Johnston on Using the Familiar in Diabetes Ads

Ogilvy's Michael Johnston on Using the Familiar in Diabetes Ads

The science behind new diabetes drugs underscores how far we've come from the days of purified pork insulin. Even so, most ads stick to traditional copy.

4 Ways for Marketers To Differentiate Their Brands In The Rare-Disease Space

4 Ways for Marketers To Differentiate Their Brands In The Rare-Disease Space

Data analytics, relationship building, and improved patient support are the keys to differentiating your rare-disease drug brands, according to these four marketers.

Five-Figure Salaries. Big Hair. Pharma, 1987

Five-Figure Salaries. Big Hair. Pharma, 1987

When the Career and Salary Survey made its debut, in 1987, Eli Lilly's Prozac led the list of mass-market drug launches and AIDS therapy had taken a big step forward with the approval of GlaxoSmithKline's AZT, a year earlier.

How About a Moon Shot for Orphan Diseases?

How About a Moon Shot for Orphan Diseases?

You can see it everywhere: on TV and in newspapers and ads. The decades of struggle against cancer are paying off.

3 Lessons on Behavior Change from Pokémon Go

3 Lessons on Behavior Change from Pokémon Go

Jawbone data shows that people mentioning Pokémon Go in their comments have been walking 62.5% more than usual.

5 Ways to Improve the Customer Experience for Oncologists

5 Ways to Improve the Customer Experience for Oncologists

One critical aspect of oncology drugmakers' business remains firmly rooted in the past. That's customer experience.

How Can Marketers Best Unleash the Potential of Virtual Reality?

How Can Marketers Best Unleash the Potential of Virtual Reality?

Does virtual reality represent a new way for marketers to create immersive experiences — or is this just the industry's latest shiny object?

OPINION

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