The Highly Regulated Healthcare Industry Can Draw in Top Marketers

The Highly Regulated Healthcare Industry Can Draw in Top Marketers

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.

Trump or Clinton? Either May Lead to Better Mental Healthcare

Trump or Clinton? Either May Lead to Better Mental Healthcare

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.

Adding Support at the Point of Care May Also Improve Access to Docs

Adding Support at the Point of Care May Also Improve Access to Docs

It's becoming less and less likely that an in-person physician/sales rep interaction will take place at the healthcare provider's office.

To Move the Needle on Gender Parity, Execs Must Admit Bias

To Move the Needle on Gender Parity, Execs Must Admit Bias

I was successful because I learned how business gets done, and that often meant learning to act like one of the guys.

Hacking Healthcare: Will It Help the Patient?

Hacking Healthcare: Will It Help the Patient?

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.

Patient Listening: Is Pharma Doing It Right?

Patient Listening: Is Pharma Doing It Right?

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.

Creativity in Healthcare: A Shift in Focus or a Better Lens?

Creativity in Healthcare: A Shift in Focus or a Better Lens?

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.

No More 'Patient-Centric,' Please

No More 'Patient-Centric,' Please

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.

Finding the Right Time to Talk to Doctors

Finding the Right Time to Talk to Doctors

Time is everything, yet no one has enough of it. But especially in healthcare marketing, time and timing win customers.

Shkreli's Actions Result in Broader Industry Upshot

Shkreli's Actions Result in Broader Industry Upshot

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.

My Orphan Drug Awakening

My Orphan Drug Awakening

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.

Marketers Rely on Email and Social Media, Rather than Face Time

Marketers Rely on Email and Social Media, Rather than Face Time

Curating personal relationships is one of the most valuable functions medical marketers can provide. The best way is through face-to-face interaction.

Hey Pharma—Chin Up, Fella!

Hey Pharma—Chin Up, Fella!

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.

American Girl: Pharma's New Empathy Model

American Girl: Pharma's New Empathy Model

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.

Characters in DTC Ads Used with Little Reason

Characters in DTC Ads Used with Little Reason

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.

Why Amazon's Echo Device Is Good for Healthcare

Why Amazon's Echo Device Is Good for Healthcare

Amazon's Echo—a voice-activated personal assistant like Siri—has been available to the public for a year now.

What WWE Taught Me About EHR Promotion

What WWE Taught Me About EHR Promotion

How did the WWE keep me interested for the last 20 years?

This time, it's non-personal promotion for device makers

This time, it's non-personal promotion for device makers

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.

Rare-Disease Precision Marketing Follows Precision Medicine

Rare-Disease Precision Marketing Follows Precision Medicine

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.

A Gateway Drug to Less Pain and Suffering

A Gateway Drug to Less Pain and Suffering

Not a Pill Person? More a "Disease Person"?

Not a Pill Person? More a "Disease Person"?

Viewpoint: The Ultimate Competitive Advantage

Viewpoint: The Ultimate Competitive Advantage

Three Technologies Driving Sales in Life Sciences

Three Technologies Driving Sales in Life Sciences

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

Viewpoint: Make Brand Value a Personalized Dialogue

Viewpoint: Make Brand Value a Personalized Dialogue

Well-designed studies can deliver actionable information that optimizes customer engagement

Viewpoint: The Odd Couple—Storytellers and Data Miners

Viewpoint: The Odd Couple—Storytellers and Data Miners

Storytellers can both build meaningful story lines out of trend lines and construct rationales from ratios

Viewpoint: Putting Analytics Into Commercial Strategy

Viewpoint: Putting Analytics Into Commercial Strategy

Sales reps, supported by rich customer data, will become relationship managers

Viewpoint: Convey Safety Info the Way Patients Want it

Viewpoint: Convey Safety Info the Way Patients Want it

Safety information is knowledge. And, in the pursuit of public health, knowledge is power

How to get clients to rethink the status quo

How to get clients to rethink the status quo

We need to help our health systems and healthcare companies function like agile start-ups

Is Your Marketing Strategy Stuck in 2005?

Is Your Marketing Strategy Stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

Know Your Audience, Every Member of it

Know Your Audience, Every Member of it

Give the cool 20% of your audience cool stuff, like apps. Relate to the other 80% in ways that are less cool

In an Online World, Don't Forget the Offliners

In an Online World, Don't Forget the Offliners

A level of trust happens when you have an in-person relationship that just can't be recreated online

Medical Marketing Needs Mainstream Mad Men

Medical Marketing Needs Mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Saying Goodbye to Brand Standards Manuals

Saying Goodbye to Brand Standards Manuals

Don't waste another minute or dollar on your brand standards manual. It's painfully irrelevant

DTC fuels dialogue and empowers consumers

DTC fuels dialogue and empowers consumers

The new information age in which we live has made it unnecessary for patients to "live in the dark"

Virtual ad boards can help reach the right KOLs

Virtual ad boards can help reach the right KOLs

Digital collaboration platforms make it convenient for pharma and thought leaders to engage

Keeping "glitch happens" from happening to you

Keeping "glitch happens" from happening to you

You have to approach quality assurance as an intrinsic part of the process, not an afterthought

The way to make your physician target list pay off

The way to make your physician target list pay off

Specialty brands ignore more than 50% of the specialists they serve, so 50% of the audience is wide open

How to establish brand preference among HCPs

How to establish brand preference among HCPs

Prescribing decisions have become tied to potential therapeutic benefits and the total "Patient Experience"

Putting consumers at the center of your universe

Putting consumers at the center of your universe

The question should be: How do you simplify and identify the moments that mean the most to customers?

How to raise your brand's social media profile

How to raise your brand's social media profile

Social media marketing has the best reach and results when it is part of a larger digital marketing strategy

Payers must reach millennials for ACA to work

Payers must reach millennials for ACA to work

Now is the time for insurers to invest in differentiating their brand among younger and healthier people

Big Data and some ways to spot a great insight

Big Data and some ways to spot a great insight

Insights are often confused with findings and even worse, strategies. We have to know the difference

How pharma can stay a step ahead of milestones

How pharma can stay a step ahead of milestones

Thoughtful PR counselors preach the virtues of ensuring a company's point of view be part of a negative story

How manufacturers can hit the pill-plus trifecta

How manufacturers can hit the pill-plus trifecta

As customers use Triple Aim to drive healthcare quality, pharma will need to develop integrated offerings

The secret to digital success: putting the user first

The secret to digital success: putting the user first

Brands that put the user first when building digital assets experienced a 50% drop in user errors

Clients should "get engaged" as part of the pitch

Clients should "get engaged" as part of the pitch

Here are a few suggestions on how to learn more about the people you'll be spending considerable time with

Coffee over co-pay: How did it come to this?

Coffee over co-pay: How did it come to this?

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

The importance of establishing access fluency

The importance of establishing access fluency

To better serve their customers, all customer-facing team members must speak the same language

Is Costco selling cancer to consumers wholesale?

Is Costco selling cancer to consumers wholesale?

Unfortunately, it's likely that Costco Wholesale ranks as the biggest tobacco trafficker in the US

Healthcare's future depends on getting personal

Healthcare's future depends on getting personal

Pharma, hospitals and payers need to apply insights and data to create more meaningful interactions

Protecting your strategies from "marketing envy"

Protecting your strategies from "marketing envy"

Start with the basic questions: Who are we trying to reach and what need are we answering?

How pharma can adapt to new business models

How pharma can adapt to new business models

Marketing 3.0 calls for thinking in parallel rather than following the linear path of traditional paradigms

How to unleash the power of Positive Deviance

How to unleash the power of Positive Deviance

Positive Deviance involves finding out what works and replicating it throughout an organization

Giving an under-served sector what it deserves

Giving an under-served sector what it deserves

The balance of power is shifting to put marketing closer to the "editorial center" of the commercial model

A reality checklist for winning the app revolution

A reality checklist for winning the app revolution

Companies have moved to bring nearly every aspect of drug marketing to mobile platforms

Reaching doctors where they want to be engaged

Reaching doctors where they want to be engaged

Provider messaging that happens near the point of care has many potential benefits

Give government an unexpected role: customer

Give government an unexpected role: customer

Marketing and sales executives write off government sales due to misconceptions—and truths

Engaging men can help to increase brand loyalty

Engaging men can help to increase brand loyalty

Marketing no longer trashes men, it celebrates them—time for healthcare to do the same

Why shouldn't we have healthcare Super Fans?

Why shouldn't we have healthcare Super Fans?

Superstitious or based in fact, fans drive followers to listen and have the power to convert non-believers

Does creative still matter? Only if brands still do

Does creative still matter? Only if brands still do

The pharmacist in me shudders at the price my family pays for water. But brands matter. So I buy Aquafina

In healthcare market, no longer business as usual

In healthcare market, no longer business as usual

The ACA will have a lasting impact on how providers treat patients and how doctors order care

Bringing digital innovation and humanity together

Bringing digital innovation and humanity together

The environment is ripe for digital health; it's the way consumers are consuming their information

With the election behind us, innovation to the fore

With the election behind us, innovation to the fore

Larry ­Mickelberg, Partner, Chief Digital Officer, Havas Heath/President, Havas Lynx US

The high cost of doubting those ROI numbers

The high cost of doubting those ROI numbers

Some critics say, in effect, "I'd rather spend $20 million on TV and get a big splash of topline revenue."

Redefining healthcare-marketing relationships

Redefining healthcare-marketing relationships

This is how healthcare marketers engage with "consumers" every day... At times, it's downright creepy

A critical opportunity in the healthcare debate

A critical opportunity in the healthcare debate

The American people are still trying to get their heads around what the Affordable Care Act means to them

Will healthcare reform be able to save oncology?

Will healthcare reform be able to save oncology?

Drug choices will likely narrow to only those therapies with the best clinical and cost efficiency data

When orals attack: how to ensure product access

When orals attack: how to ensure product access

Remaining a step ahead of these shifts may prove the difference between leaders and followers

High-deductible plans: the tsumani is on its way

High-deductible plans: the tsumani is on its way

General Electric converted all of its 300,000+ employees and dependents to HDHPs

To handle media changes, more change is needed

To handle media changes, more change is needed

Many PR pros hinder their clients' and employers' ability to reach target audiences through the media

Medical innovation needs regulatory innovation

Medical innovation needs regulatory innovation

A new way of looking at regulation of devices and other innovations may be the real cure for what ails us

Do you deserve to be in the right-hand column?

Do you deserve to be in the right-hand column?

Don't think that client marketers and their procurement colleagues don't have the "lists"

When consolidation comes with compromise

When consolidation comes with compromise

Let clients pick and choose based on best-in-class expertise, as opposed to 'one-stop shopping.'

FDA wedded to the FTC—for better or for worse

FDA wedded to the FTC—for better or for worse

Without behavioral targeting, it's back to mass marketing using a shotgun approach

The very public risks of celebrity endorsements

The very public risks of celebrity endorsements

What happens when a celebrity goes off message, gets a DUI or is photographed eating a hamburger?

It's not the sky that's falling, it's the status quo

It's not the sky that's falling, it's the status quo

The horizon is changing and increasingly challenging. This can be a good and promising thing

Will this be the year Siri becomes board certified?

Will this be the year Siri becomes board certified?

Siri's first step towards board certification could be creating a health-specific data engine

To meet changing needs, go to the open source

To meet changing needs, go to the open source

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.

Sunshine sheds little light on status of reprints

Sunshine sheds little light on status of reprints

It is counterintuitive to place a burden on information that adds value to public health and safety

How digital tech can counter Sunshine Act flaws

How digital tech can counter Sunshine Act flaws

The logistical costs of face-to-face advisory board meetings don't help manufacturers or thought leaders

For web success, be a micro-targeting manager

For web success, be a micro-targeting manager

Marketers can acquire critical knowledge by identifying keywords that align with relevant issues

How Gen X changed the rules for top salespeople

How Gen X changed the rules for top salespeople

Today, for the top performers from Generation X & Y, it's no longer enough to hunt with the pack

The pros of broad-spectrum health marketing

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.

For good people, opportunity is still knocking

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.

Pharma must prepare for e-prescribing closeup

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.

Don't wait to fix your client/agency relationships

Fundamental flaws and inefficiencies in client/agency relationships waste valuable time and money.

Payments to doctors caught in UK's crosshairs

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).

Healthcare reform makes marketing more critical

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.

The best way to bring medical devices to market

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.

Five secrets for great mobile health advertising

The mobile advertising platform is a unique environment.

How not to screw up running a healthcare shop

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.

Pharma shouldn't look at mobile as an 'add-on'

It's no surprise that digital communications channels are an increasing investment and focus of the pharma sector's marketing strategies.

A physician's prescription to effective professional digital marketing

In today's digital marketing landscape, initiating and maintaining relationships with medical professionals requires healthcare agencies to "get into the heads" of this audience. In short, it requires agencies to intimately understand the factors and motivators that drive their clinical decision-making.

Don't wait for FDA guidelines on social media

The FDA's responsibility is first and foremost to public health and the promotion of safe and effective products.

Why a CME ice age would make us stronger

In the past, whenever an ice age occurred, the natural selection process over species seemed to be kicked into overdrive.

Pharma marketers using iPad to their advantage

Companies worldwide see the iPad as the latest tool to connect with customers, and the healthcare industry is no exception. However, rather than as a consumer marketing tool or health application, some healthcare companies find the iPad's biggest advantage is in the hands of their marketing and sales forces.

Targeted marketing isn't 'unfair and deceptive'

In a recent move a consortium of organizations filed a complaint with the FTC alleging that, "Health marketers are using digital data on consumers to promote medical products and services" and trying to "influence consumer behavior in some of the most personal and profound decisions they will ever have to make..."

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