Viewpoint

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

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

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

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

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"

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

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

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 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"

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Redefining healthcare-marketing relationships

Redefining healthcare-marketing relationships

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

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."

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

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

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

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

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

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"

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

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.'

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?

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

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

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.

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

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MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.