"Under pressure to perform, even team players will covet their neighbors' budgets and begin to compete. And there goes homogeneity."
How can marketers give their audience the ability to propel a healthcare brand's story?
Recent polls paint a mixed picture of physicians' willingness to see pharma sales reps. What gives? Are no-see docs up or down, and what's behind the dissonant findings?
The formula's pretty simple: Be sure you can defend your drug's value proposition, without blushing, says BioPharma Alliance's Mike Luby.
Layoffs at CPG companies have begun, including significant numbers in the research function at major corporations. Is healthcare market research insulated from this trend?
Patient portals are clearly underutilized as a patient resource. Although their use is increasing among a population hungry for health information, what can industry do to foster and promote their use?
Can predictive analytics, embedded into CRM, fulfill the promise on which closed-loop marketing fell short: Allow pharma to harness data from rep visits to make their upcoming digital sales pitches smarter?
The arrival of the Apple Watch—following hardware from Samsung and others—has sparked interest among app developers for use in consumer healthcare. Do wearables have a role in life-science sales and CRM?
Healthcare professionals' customer experiences are increasingly being shaped by retailers like Amazon and Zappos. What ideas should drugmakers borrow from them to personalize promotion and what are the limits?
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?
Sorting out competing priorities is one way to expedite medical-legal review. What should drive work flow—great creative for the brand or need to mitigate risk (compliance, legal, medical, regulatory, brand image)?
EHRs can deliver evidence-based information about giving the right medicine to the right patient at the right time. How can industry craft point-of-care marketing that is both relevant and useful?
Changing pharma demands and the ever-expanding skills of job seekers (tech, UX, search, mobile) have altered agency team structure. How must agency-client relations change to keep to the new model?
Delivering better patient outcomes takes the right economic instruments. Do market-access teams have the right tools at their disposal to make the value-for-money argument?
LabCorp's purchase of CRO Covance promises to open access to LabCorp's patient database for trial recruiting. Can this help resolve problems like the disparity of female representation and scarcity of subjects for studies?
Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?
In an era when many patients prefer a conversation over a commercial, and as the FDA considers revisions to the "brief summary," how much risk information is necessary in DTC ads and why?
GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?
Pharma cites "payer pressure" as one of its biggest marketing challenges yet struggles to make the "value" case for products. How can it translate market-access awareness into reimbursement success?
Stage 1 of the three stages of meaningful use criteria has ended, and Stage 2 is rolling out. So far, it's unclear if the incentives improve patient care. How can industry help doctors bridge the quality gap through EHRs?
As brand communications responsibilities shift from local markets to centralized hubs, what will happen to the smaller, local agencies, and what will regionalization mean in terms of preserving choice for Rx clients?
Research shows HCPs bounce from site to site, so rep networks seem to offer both one-stop info shopping and industry contact. But do they provide quality interaction, or are they just a way to e-mail marketing materials?
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?
Click here to learn about the Agency Issue.
- When it comes to professional ads, print makes its comeback
- Amgen takes issue with yet-to-be published multiple-myeloma drug report
- Following positive outcomes data, a new diabetes class is on the rise
- How Watson for Oncology is advancing cancer care
- Creative partners should push pharma clients to tell better stories