Viewpoint

No More 'Patient-Centric,' Please

No More 'Patient-Centric,' Please

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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.

Finding the Right Time to Talk to Doctors

Finding the Right Time to Talk to Doctors

Time is everything, yet no one has enough of it. But especially in healthcare marketing, time and timing win customers.

Shkreli's Actions Result in Broader Industry Upshot

Shkreli's Actions Result in Broader Industry Upshot

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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.

My Orphan Drug Awakening

My Orphan Drug Awakening

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.

Marketers Rely on Email and Social Media, Rather than Face Time

Marketers Rely on Email and Social Media, Rather than Face Time

Curating personal relationships is one of the most valuable functions medical marketers can provide. The best way is through face-to-face interaction.

Hey Pharma—Chin Up, Fella!

Hey Pharma—Chin Up, Fella!

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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.

American Girl: Pharma's New Empathy Model

American Girl: Pharma's New Empathy Model

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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.

Characters in DTC Ads Used with Little Reason

Characters in DTC Ads Used with Little Reason

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.

Why Amazon's Echo Device Is Good for Healthcare

Why Amazon's Echo Device Is Good for Healthcare

Amazon's Echo—a voice-activated personal assistant like Siri—has been available to the public for a year now.

What WWE Taught Me About EHR Promotion

What WWE Taught Me About EHR Promotion

How did the WWE keep me interested for the last 20 years?

Rare-Disease Precision Marketing Follows Precision Medicine

Rare-Disease Precision Marketing Follows Precision Medicine

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.

This time, it's non-personal promotion for device makers

This time, it's non-personal promotion for device makers

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.

Three Technologies Driving Sales in Life Sciences

Three Technologies Driving Sales in Life Sciences

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

Viewpoint: Make Brand Value a Personalized Dialogue

Viewpoint: Make Brand Value a Personalized Dialogue

Well-designed studies can deliver actionable information that optimizes customer engagement

Viewpoint: The Odd Couple—Storytellers and Data Miners

Viewpoint: The Odd Couple—Storytellers and Data Miners

Storytellers can both build meaningful story lines out of trend lines and construct rationales from ratios

Viewpoint: Putting analytics into commercial strategy

Viewpoint: Putting analytics into commercial strategy

Sales reps, supported by rich customer data, will become relationship managers

Viewpoint: Convey safety info the way patients want it

Viewpoint: Convey safety info the way patients want it

Safety information is knowledge. And, in the pursuit of public health, knowledge is power

How to get clients to rethink the status quo

How to get clients to rethink the status quo

We need to help our health systems and healthcare companies function like agile start-ups

Is your marketing strategy stuck in 2005?

Is your marketing strategy stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

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

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