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?
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.
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.
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
A level of trust happens when you have an in-person relationship that just can't be recreated online
Give the cool 20% of your audience cool stuff, like apps. Relate to the other 80% in ways that are less cool
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
Digital collaboration platforms make it convenient for pharma and thought leaders to engage
The new information age in which we live has made it unnecessary for patients to "live in the dark"
Specialty brands ignore more than 50% of the specialists they serve, so 50% of the audience is wide open
You have to approach quality assurance as an intrinsic part of the process, not an afterthought
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
Click here to learn about the Agency Issue.
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- Creative partners should push pharma clients to tell better stories