OPINION

Why Pharma Refuses to See Value in 'Influence'

Why Pharma Refuses to See Value in 'Influence'

At the very least, pharma marketers need to make sure they know the difference between search engine marketing and search engine optimization.

Predicting Patient Behavior Improves the Brand Message

Predicting Patient Behavior Improves the Brand Message

Few questions give healthcare marketers more heart palpitations than this one: "How do you know it will work?"

How To Make A Doctor Happy: Take Away the Brand Message in a Drug Ad

How To Make A Doctor Happy: Take Away the Brand Message in a Drug Ad

The presumption is Dr. A saw ad B, clicked on it, went to the site and within C time, prescribed product D.

4 Ways Marketers Can Create Valuable Content That Achieves Brand Objectives

4 Ways Marketers Can Create Valuable Content That Achieves Brand Objectives

"Find exactly what your audience wants, find exactly where they spend their time, and deliver."

Genentech Should Let Us See Its Herceptin Documentary

Genentech Should Let Us See Its Herceptin Documentary

The 2009 documentary offers a wealth of detail. Which is why it makes no sense that Genentech doesn't want you to see the damn thing.

It's Time for Trump to Make Good on his Drug Pricing Promises

It's Time for Trump to Make Good on his Drug Pricing Promises

Last week President Trump told drugmakers that 'the pricing has been astronomical.'

From Volume to Value, What's Next for Healthcare

From Volume to Value, What's Next for Healthcare

Pharma and biotech can bolster their value through the analytics efforts of their health economics and outcomes teams.

4 Ways to Create a Dialogue With Patients Without Costly Studies

4 Ways to Create a Dialogue With Patients Without Costly Studies

How can marketers incorporate patient feedback into their marketing strategies without expensive and time-consuming studies?

Pharma/Payer Collaboration: A Kumbaya Moment or a Passing Trend?

Pharma/Payer Collaboration: A Kumbaya Moment or a Passing Trend?

The idea is that each gets some of what it needs. Payers gain some control over cost, and pharma may get to stay on formulary.

Giant's Kristina Ellis Highlights 6 Campaigns that Create Empathy

Giant's Kristina Ellis Highlights 6 Campaigns that Create Empathy

Here are six creative campaigns that use creativity to connect with the audience.

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