The question should be: How do you simplify and identify the moments that mean the most to customers?
Prescribing decisions have become tied to potential therapeutic benefits and the total "Patient Experience"
Now is the time for insurers to invest in differentiating their brand among younger and healthier people
Social media marketing has the best reach and results when it is part of a larger digital marketing strategy
Thoughtful PR counselors preach the virtues of ensuring a company's point of view be part of a negative story
Insights are often confused with findings and even worse, strategies. We have to know the difference
Brands that put the user first when building digital assets experienced a 50% drop in user errors
As customers use Triple Aim to drive healthcare quality, pharma will need to develop integrated offerings
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
Unfortunately, it's likely that Costco Wholesale ranks as the biggest tobacco trafficker in the US
To better serve their customers, all customer-facing team members must speak the same language
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
The balance of power is shifting to put marketing closer to the "editorial center" of the commercial model
Positive Deviance involves finding out what works and replicating it throughout an organization
Provider messaging that happens near the point of care has many potential benefits
Companies have moved to bring nearly every aspect of drug marketing to mobile platforms
Marketing no longer trashes men, it celebrates them—time for healthcare to do the same
Marketing and sales executives write off government sales due to misconceptions—and truths
The pharmacist in me shudders at the price my family pays for water. But brands matter. So I buy Aquafina
Superstitious or based in fact, fans drive followers to listen and have the power to convert non-believers
The environment is ripe for digital health; it's the way consumers are consuming their information
The ACA will have a lasting impact on how providers treat patients and how doctors order care
Larry Mickelberg, Partner, Chief Digital Officer, Havas Heath/President, Havas Lynx US
This is how healthcare marketers engage with "consumers" every day... At times, it's downright creepy
Some critics say, in effect, "I'd rather spend $20 million on TV and get a big splash of topline revenue."
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
General Electric converted all of its 300,000+ employees and dependents to HDHPs
Remaining a step ahead of these shifts may prove the difference between leaders and followers
A new way of looking at regulation of devices and other innovations may be the real cure for what ails us
Many PR pros hinder their clients' and employers' ability to reach target audiences through the media
Don't think that client marketers and their procurement colleagues don't have the "lists"
Without behavioral targeting, it's back to mass marketing using a shotgun approach
Let clients pick and choose based on best-in-class expertise, as opposed to 'one-stop shopping.'
What happens when a celebrity goes off message, gets a DUI or is photographed eating a hamburger?
Siri's first step towards board certification could be creating a health-specific data engine
The horizon is changing and increasingly challenging. This can be a good and promising thing
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.
The logistical costs of face-to-face advisory board meetings don't help manufacturers or thought leaders
It is counterintuitive to place a burden on information that adds value to public health and safety
Today, for the top performers from Generation X & Y, it's no longer enough to hunt with the pack
Marketers can acquire critical knowledge by identifying keywords that align with relevant issues
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).