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..."

Moving from 'share of voice' to 'share of influence'

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.

Mobile rising to become a digital channel leader

As we finish 2010, one of the surprising healthcare marketing headlines has been the rapid ascendancy of mobile as a leading digital channel.

Social media should connect patients with doctors

One definition of social media is public conversation between private individuals.

Eliminating the racial chasm in clinical research

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.

FTC 'cure' for reverse-payments worse than disease

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.

Creativity is needed now, more than ever before

When was the last time you took a good, hard look at the ads in some of the regular journals you receive?

Can rising PR stars save Big Pharma's credibility?

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."

Reps should bring docs science, not tchotchkes

In response to seismic forces that are buffeting the US medical marketplace, most pharma companies are phasing in new commercial models that, among other things, revamp how sales forces are deployed.

Key trends shape the managed markets landscape

Managed markets has moved from behind the scenes to center stage and key trends are shaping the landscape and environment in ways not even considered a few years ago

The growing influence of payers in oncology

As managed care continues to have greater influence on the success of brands, payers are now turning their management efforts toward categories such as oncology, once thought to be off limits.

Social media is so vital, even FDA is stepping to it

It's time pharma and health care company leaders heard an unequivocal message: Social media is the most important evolution in customer engagement since DTC went live in 1997.

Five tips for tightening up your tactical planning

'Tis the season for a blizzard of meetings, white boards, sticky notes and PowerPoint. It's August, and for most pharma companies and their agency partners, it means buttoning up tactical plans for the following year.

Mobile marketing should be seen as an appetizer

What a great time we live in as marketers. Today, we can offer our clients more than just the typical sales aid. Now we can promote brands via web, email, print, broadcast, social media and mobile.

Marketers must embrace the connected patient

Change is here. Not around the corner...it has turned the corner, moved into the fast lane without signaling and dropped it into overdrive.

How will reform impact the healthcare ecosystem?

Now that the fight over the healthcare bill is over and the election-cycle fight over its repeal is just beginning, I decided to step away from the politics and try to decipher the business impact of the changes to the healthcare ecosystem.

The meat matters most for any brand messaging

I have a friend at a big digital agency. And the talk in his firm is about becoming the agency of the future, and "obsoleting" all the other agencies in, as they say, the "offline" space.

Don't be a bore: Create an experience for your customers

We all know that our industry is based on science. And good science from well-controlled clinical studies contains a lot of details. Important details. Critical details.

Performance improvement CME is long overdue

Performance improvement CME is an idea whose time has come. The problem is many outside the realm of healthcare improvement and education haven't made the same realization even though organizations and medical societies have been creating and implementing quality and performance improvement initiatives in an attempt to "improve patient outcomes."

Social media, a measurable part of marketing plans

Social media continues to be something of a blind spot for the pharma and medical device industries, with only a tiny fraction of all marketing dollars spent on online marketing.

Dropped call: the digital story everyone's missing

Funny what gets people's attention. Today's topic du jour is social media—every pharma company sports an ad hoc committee, umpteen hyperbolic stories in the press, heck even the FDA has taken notice!

Providing value beyond the pill in pharma marketing

We have entered a new era that affords Rx marketers opportunities to achieve ROI "beyond the pill" by providing value-added programs and services.

Marketing mindset differs among audiences

Rivalries among colleagues in the same company are nothing new. Just watch an episode of The Office, and you'll see.

New guidelines create NOW moment for advocacy

The changes in mammography guidelines by the US Preventative Systems Task Force (USPSTF) announced in late November were not surprisingly met with great confusion, frustration and anger by women and the health advocates who serve them.

Google's Sidewiki and the real innovations

When Google launched Sidewiki in September, pharma professionals were up in arms over managing the fallout.

Building effective partnerships that deliver results

In my experience as director of communications for a national voluntary health organization, corporate/nonprofit partnerships were essential for helping the organization pursue its mission and thrive financially.

HCP disclosure: A false sense of transparency?

Critics of the industry believe that our relationships with healthcare professionals taint their objectivity and result in overuse of branded drugs.

Moving the needle on clinical trial recruitment

Virtual events: The future of speaker programs

Venue-based medical speaker events, such as dinner meetings, are experiencing a sharp decline after decades of steady growth.

Pharma support makes health reform more likely

After widespread press coverage of "death panels" and boisterous August town halls, many Americans might well be wondering if it's déjà vu all over again—will 2009 be a replay of 1994?

Portal combat: pull the plug on pharma HCP sites

Strange how some bad ideas have a way of sticking around. Commercials in movie theaters, the cellophane they use to imprison DVDs and, in pharmaceutical marketing, online physician portals.

Better medicine through healthcare education

Throughout my healthcare PR career, I worked on and headed teams that executed innovative and award-winning campaigns to educate patients and healthcare providers.

Social media: How to survive the inevitable fall

Picture, if you will, this iconic scene from a classic movie. Butch Cassidy and the Sundance Kid are trapped by an oncoming posse. They face a cliff and weigh their escape options.

Buyer beware: behavioral science vs. behavioral marketing

In the digital world, new buzz words sprout and spread faster than the crabgrass in my lawn. One of those recent buzz words is behavioral marketing (sometimes called behavioral targeting).

Social media initiatives help build relationships

For the past three years, my colleagues and I in the Johnson & Johnson corporate communication group have been taking steps to get the company more involved with the social web.

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