With physicians and patients engaging in more cross-platform behavior, marketers must be multi-screen to reach them. Yet only one-third of pharma sites are mobile-optimized. Can we catch up with our customers?
Unmet need has turned pharma toward specialty meds. Yet every success reduces unmet need, raising the bar. In this landscape, how do you ensure that a small-audience drug has a compelling value proposition at launch?
How are analytics, targeting and other forces augmenting ROI measurement?
Cloud-based CRM, which has been adopted by many a biopharma, has capabilities beyond carrying rep data. What are you doing technologically to ensure clients' field reps and tele-detailers stay on the cutting edge?
Healthcare reform opens the door for innovative communications among patients, payers and physicians. But how can disparate data sets and stakeholders from across a conservative, silo-ridden industry work together?
Patients and physicians each can benefit from gamification: Patients gain a sense of control and connection, physicians can boost competencies. How can games foster better communication between the two groups?
How can industry reach HCPs who don't see sales reps?
What are some ways that pharma could use websites, analytics and social media to boost enrollment in clinical trials?
Pharmas are restructuring to implement digital marketing initiatives—for instance, using social media to build brands or engage audiences. As they partner, how should agencies help them cultivate a digital DNA?
What device and/or diagnostic marketing advances will emerge in DTC, and how should such companies experiment with media?
How can agencies establish brand identities for specialty drugs without looking too self-promotional?
Big Data holds promise for helping pharma boost efficiencies, but the business case for new analytic techniques, in many cases, is still being written. How do you justify budgeting for data-management technologies?
Specialty pharma budgets can be smaller than in primary care, yet the conversations with specialists and payers are often more complex. How do you maximize reach with a lower spend?
The BMJ said it will not publish research papers on drugs when clinical trial data are kept secret. What effect will BMJ have on other medical journals, and will companies begin to take the wraps off such data?
The use of 90-second ad units by healthcare advertisers is on the rise. Will 90s and other atypical ad-length units make TV more viable for pharma, and what's the best way to use this new mix of ad units?
Many media agencies now use pay-for-performance compensation. It calls for tying media efforts to trackable metrics. What metrics should be used, and how can an incentive-based fee model work for healthcare brands?
Can an article's reprint potential create a publication bias?
How can pharma marketers strategically and safely use digital to reach customers?
Harvard has urged faculty to abandon costly journals for open-access ones or those with "reasonable, sustainable subscription costs." Will this be a tipping point in the war of words between universities and publishers?
Media data show pharma spent more for ads in magazines (+1%) and newspapers (+3%) last year, along with journals (+6%), but less in TV, outdoor and radio. What's behind the power of print as an ad vehicle?
Is academic research any more timely or transparent than industry research?
Missing documents allegedly kept a review of Tamiflu from conclusively examining the drug's efficacy. Are reviews marred by publication and reporting biases? What can be done to make assessments more robust?
For media buyers, 2012 means the "quadrennial" cyclical driver. The Summer Olympics and European Soccer Championship are expected to boost advertising. Will we see more spending in the healthcare sector?
Several clients consolidated their advertising and promotion business last year, awarding all-in-one agency-of-record status for franchises, often including media duties. Should we expect more consolidations this year?
Pharma DTC ad spend rose 4% through July 2011, vs. YTD July 2010, according to SDI, with magazine buys up 18%. Why is print up?
What are the implications of personalized medicine for media? Do more targeted therapies mean a precipitous drop in ad spend, or will spending migrate to different channels?
Wolters Kluwer Health is divesting its Pharma Solutions unit to focus on apps and journals. Does this move away from an audience of pharmas and medical agencies to focus on HCPs portend a trend or not?
Google tried one-upping its rival when it released a Facebook-esque package of social media features known as Google+. Is this a game changer, and what will it mean for pharma marketers?
This year the healthcare/pharma industry is expected to increase web media spend 13% to $1.2 billion, according to an eMarketer forecast. Where should that spending go?
Teva's alliance with P&G should enable the drugmaker to get competitive rates on global media buys for its OTC products. Are there other opportunities for firms to gain media-buying scale by partnering with CPG advertisers?
The FDA decided to bar reporters from consulting outside experts about embargoed news. Journalists say this runs counter to FDA's pledge to increase transparency. The agency says otherwise. Is this sound policy?
In the wake of the insider-trading probe involving Human Genome Sciences, should journals expand disclosure rules for researchers to include ties to the financial community? Due diligence or transparency overkill?
GlaxoSmithKline's decision in late 2010 to shift consumer media-planning and -buying duties for all its brands was a fresh signal that no media account is beyond review. Will we see more pharma clients rock the boat this year?
Revenge of the dead trees? If journals begin 2011 like they started off 2010, with an infusion of pharma ad dollars, will their revival draw advertising spend away from professional online promotion?
Publishers of multispecialty and primary care titles enjoyed the largest ad-spend gains in a resurgent first-half 2010. Will things get more interesting for the specialty care segment, as well?
Journal ad revenues took an unforeseen turn for the better in the first half of the year, with overall ad spend jumping 14.3% from January to June. What's behind the upsurge and will it continue?
Sen. Chuck Grassley released a report shedding light on the controversial practice of ghostwriting. Some say his findings are based on outdated publication-planning practices. How should we put Sen. Grassley's report in context?
With journal spend taking a dive, many agencies have jettisoned internal media buyers, outsourcing to the big network shops among others. What do you see as the potential for employment and career advancement?
Millions of patients across the country are set to enter the healthcare system, each with different insurance plans and tolerance for drug co-pays. How are you using mobile technology and social media to improve access?
A recent survey suggests advertisers want ad networks to provide more insight into where their ads will be placed online before the media buy. Are concerns over lack of transparency limiting online display ad spend?
Spanish-language network TV ad spend nearly tripled in 2009, while its cable spend quadrupled. What happened? Did pharmas just discover these demographics, and will we see continued investment going forward?
Merck has put its media business up for pitch as it seeks to consolidate following its acquisition of Schering-Plough. Can we expect to see more of this sort of consolidation at top pharmas in the next year?
Integrating journal ads into a media schedule was a challenge before professional media entered a period of contraction. With ad budgets shrinking and use of new channels growing, what are the keys to integration?
Data from Nielsen show that while 99% of video in the US is viewed on traditional TV, DVR and online video use is growing fast. Is getting ads in front of those consumers as important as ads to traditional viewers?
For all the talk about Twitter, Facebook and Sermo as marketing channels of the future, will social networks ever provide a viable platform for promoting products with reach and ROI like advertising or detailing does?
Will healthcare reform—should it pass—serve as a tipping point in the shift from traditional brand messaging to customer-centric engagement?
With the proliferation of tablet PCs and off-site interactions, are sales reps able to engender the same kind of personal touch with doctors that both parties consider to be so valuable?
Most patients get a second opinion online before filling a script or continuing therapy. What are some of the most effective ways to reach patients at these crucial moments?
Many of the large health networks offer customized advertising capabilities, such as branded "patient rooms" and exclusive video inventory. Is there value in these kinds of offerings?
Will media budgets trend toward digital and away from televised DTC this year, as several pharmaceutical executives have intoned? Or will digital media continue to be nickel and dimed?