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.
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.
The FDA's responsibility is first and foremost to public health and the promotion of safe and effective products.
In the past, whenever an ice age occurred, the natural selection process over species seemed to be kicked into overdrive.
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.
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..."
Biopharma is caught in a swirl of uncertainty greater than anything it has ever faced: legislative mandates, changing media consumption and patient and professional empowerment.
As we finish 2010, one of the surprising healthcare marketing headlines has been the rapid ascendancy of mobile as a leading digital channel.
One definition of social media is public conversation between private individuals.
Clinical research is the foundation for the practice of evidence-based medicine. It is used to determine whether new drugs and treatments are safe and effective. Once approved by the FDA, the therapy becomes available for physicians to prescribe.
By now, you've probably heard about FTC efforts to ban reverse-payment patent settlements. FTC chairman Jon Leibowitz claims pharma-generic company deals are among "the most corrupt practices in healthcare today," asserting settlements prevent cheaper generic drugs from entering the market sooner, delaying savings to consumers.
When was the last time you took a good, hard look at the ads in some of the regular journals you receive?
They can in more ways than you might imagine, especially if they conjure the real purpose of PR and not the "spin" that contributed to the problem. Or as Albert Einstein observed: "The significant problems we face cannot be solved by the same level of thinking that created them."
- Five things for pharma marketers to know: Monday, April 24, 2017
- Five things for pharma marketers to know: Tuesday, April 25, 2017
- Drugmakers battle for slice of Humira's billions
- Five things for pharma marketers to know: Wednesday, April 26, 2017
- Five things for pharma marketers to know: Thursday, April 27, 2017
MM&M honors 40 upstarts and veteran innovation gurus.
For the first time MM&M honors a group of 10 agency execs.