The presumption is Dr. A saw ad B, clicked on it, went to the site and within C time, prescribed product D.
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.
Pharma and biotech can bolster their value through the analytics efforts of their health economics and outcomes teams.
There's a reason pharma lags on the programmatic adoption curve: It's a heavily regulated industry, and there are concerns around privacy.
Today's ambitious marketers and media people want to be the ones to not only figure out how to work within the regulations but also to create better work than ever before.
We should make off-label research publicly available in a non-promotional format to both healthcare professionals and patients.
Despite political rifts that have blocked progress on so many other fronts, Congress has managed to lay the groundwork for clear steps forward in mental health.
It's becoming less and less likely that an in-person physician/sales rep interaction will take place at the healthcare provider's office.
I was successful because I learned how business gets done, and that often meant learning to act like one of the guys.
The power of hackathons is now magnified because of the power of the internet and social media, giving both patients and healthcare professionals a global platform for their voices.
Imagine if the agencies pitching us mocha lattes faced these consumer beliefs: The latte will hurt when I drink it. The latte might leave me with a rash or cause me to vomit.
It's time for meetings that revolve around rosé on the Carlton Terrace. It's also time for the professional creative inferiority complex to pop up for people who make pharma ads.
Maybe it's time for pharma and healthcare marketers to put all the "patient-centric" talk on the shelf — not the actual paying-attention-to-patients part of it, but the trumpeting of it as the most noble of life-science virtues.
Time is everything, yet no one has enough of it. But especially in healthcare marketing, time and timing win customers.
Exactly how does the erosion of public trust in the goodwill of the pharma industry impact the work being done to raise awareness and also market medicines? It's hard to tell, so far.
One conversation with a real patient—followed by many more conversations with more patients—helped me see how important our work can be in the eyes of patients.
Curating personal relationships is one of the most valuable functions medical marketers can provide. The best way is through face-to-face interaction.
The traditional line of attack is genuine and requires little in the way of spin—yet still, every time a Turing rears its head, it gets blown back in small and indigestible pieces.
The kits aren't likely to enhance American Girl's bottom line in any significant way, yet the flood of press coverage painted the company as compassionate in a way that few such organizations are.
Many of the characters we are now meeting do not appear to be directed at a patient insight or purposefully used to de-stigmatize a disease.
Amazon's Echo—a voice-activated personal assistant like Siri—has been available to the public for a year now.
How did the WWE keep me interested for the last 20 years?
Big pharma has used multichannel marketing for years and medical-device makers have long utilized inside sales, but neither has systematically cracked the code on developing effective and fully integrated sales and marketing programs.
There is another revolution that is waiting to happen: one in how we get orphan drugs to patients who need them and help them stay on track with treatment.
Multiple marketing channels offer an effective way to ensure that meaningful relationships can be developed with prospects and when done right can increase revenue by more than 10% while reducing costs by 25%, if not both
Well-designed studies can deliver actionable information that optimizes customer engagement
Storytellers can both build meaningful story lines out of trend lines and construct rationales from ratios
Sales reps, supported by rich customer data, will become relationship managers
Safety information is knowledge. And, in the pursuit of public health, knowledge is power
We need to help our health systems and healthcare companies function like agile start-ups
It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing
Give the cool 20% of your audience cool stuff, like apps. Relate to the other 80% in ways that are less cool
A level of trust happens when you have an in-person relationship that just can't be recreated online
Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike
Don't waste another minute or dollar on your brand standards manual. It's painfully irrelevant
The new information age in which we live has made it unnecessary for patients to "live in the dark"
Digital collaboration platforms make it convenient for pharma and thought leaders to engage
You have to approach quality assurance as an intrinsic part of the process, not an afterthought
Specialty brands ignore more than 50% of the specialists they serve, so 50% of the audience is wide open
Prescribing decisions have become tied to potential therapeutic benefits and the total "Patient Experience"
The question should be: How do you simplify and identify the moments that mean the most to customers?
Social media marketing has the best reach and results when it is part of a larger digital marketing strategy
Now is the time for insurers to invest in differentiating their brand among younger and healthier people
Insights are often confused with findings and even worse, strategies. We have to know the difference
Thoughtful PR counselors preach the virtues of ensuring a company's point of view be part of a negative story
As customers use Triple Aim to drive healthcare quality, pharma will need to develop integrated offerings
Brands that put the user first when building digital assets experienced a 50% drop in user errors
Here are a few suggestions on how to learn more about the people you'll be spending considerable time with
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
To better serve their customers, all customer-facing team members must speak the same language
Unfortunately, it's likely that Costco Wholesale ranks as the biggest tobacco trafficker in the US
Pharma, hospitals and payers need to apply insights and data to create more meaningful interactions
Start with the basic questions: Who are we trying to reach and what need are we answering?
Marketing 3.0 calls for thinking in parallel rather than following the linear path of traditional paradigms
Positive Deviance involves finding out what works and replicating it throughout an organization
The balance of power is shifting to put marketing closer to the "editorial center" of the commercial model
Companies have moved to bring nearly every aspect of drug marketing to mobile platforms
Provider messaging that happens near the point of care has many potential benefits
Marketing and sales executives write off government sales due to misconceptions—and truths
Marketing no longer trashes men, it celebrates them—time for healthcare to do the same
Superstitious or based in fact, fans drive followers to listen and have the power to convert non-believers
The pharmacist in me shudders at the price my family pays for water. But brands matter. So I buy Aquafina
The ACA will have a lasting impact on how providers treat patients and how doctors order care
The environment is ripe for digital health; it's the way consumers are consuming their information
Larry Mickelberg, Partner, Chief Digital Officer, Havas Heath/President, Havas Lynx US
Some critics say, in effect, "I'd rather spend $20 million on TV and get a big splash of topline revenue."
This is how healthcare marketers engage with "consumers" every day... At times, it's downright creepy
The American people are still trying to get their heads around what the Affordable Care Act means to them
Drug choices will likely narrow to only those therapies with the best clinical and cost efficiency data
Remaining a step ahead of these shifts may prove the difference between leaders and followers
General Electric converted all of its 300,000+ employees and dependents to HDHPs
Many PR pros hinder their clients' and employers' ability to reach target audiences through the media
A new way of looking at regulation of devices and other innovations may be the real cure for what ails us
Don't think that client marketers and their procurement colleagues don't have the "lists"
Let clients pick and choose based on best-in-class expertise, as opposed to 'one-stop shopping.'
Without behavioral targeting, it's back to mass marketing using a shotgun approach
What happens when a celebrity goes off message, gets a DUI or is photographed eating a hamburger?
The horizon is changing and increasingly challenging. This can be a good and promising thing
Siri's first step towards board certification could be creating a health-specific data engine
To meet new demands, many companies are restructuring—and need agencies who are doing the same. So for healthcare communications companies, the message is clear: adapt or die.
It is counterintuitive to place a burden on information that adds value to public health and safety
The logistical costs of face-to-face advisory board meetings don't help manufacturers or thought leaders
Marketers can acquire critical knowledge by identifying keywords that align with relevant issues
Today, for the top performers from Generation X & Y, it's no longer enough to hunt with the pack
Agencies that take a broad-spectrum approach to healthcare marketing, i.e., develop expertise in multiple sectors rather than focusing their resources on just one area, can create a business model that's good for the agency, client and the patient.
If you listen to senior leadership from pharma firms or associated service providers, "good people" are always mentioned as a key concern and critical need.
The term "iceberg" may seem overly dramatic when considering the impact of e-prescribing on the pharmaceutical industry, however, it is an appropriate analogy given the effect it will have on physician behavior over the next few years.
Fundamental flaws and inefficiencies in client/agency relationships waste valuable time and money.
Over the past several years, the industry has paid about $15 billion in penalties to the US government for cases involving off-label marketing and, more recently, the US Foreign Corrupt Practices Act (FCPA).
Whether you were for it or against it, the "Affordable Care Act" is likely to affect every part of your business. But smart marketing can help you and your company stay ahead of the game.
Every innovation begins with an initial spark--an innovative idea that sets a ball in motion. But the road to bringing a new medical device to market is a long and arduous one, with challenges--everything from funding to FDA approvals.
The mobile advertising platform is a unique environment.
As we begin our fourth decade at AbelsonTaylor, I think it is finally time to come clean, and share the real secrets of how to run an ad agency successfully.
It's no surprise that digital communications channels are an increasing investment and focus of the pharma sector's marketing strategies.