Viewpoint

6 Storytelling Rules for Better Patient Communication

6 Storytelling Rules for Better Patient Communication

A study by Cohn & Wolfe cited that 63% of consumers would choose a company they believe to be authentic over its competitors.

Looking Beyond Overall Survival

Looking Beyond Overall Survival

Our understanding of how cancer develops and thrives has grown.

A Road Map for Your Campaign

A Road Map for Your Campaign

Only 2.6% of board members in Standard & Poor's 1,500 firms have marketing experience.

Agencies: If You're So Unique, Tell Us About It

Agencies: If You're So Unique, Tell Us About It

Every agency in the biz claims to have a "unique" culture and one that fuels a great deal of its success.

Ready or not, Amazon is Coming

Ready or not, Amazon is Coming

The e-giant is reportedly doing everything from starting secret labs and online pharmacies to redefining the hospital experience and democratizing health data.

Why Science Needs a Story

Why Science Needs a Story

If scientific storytelling alone can impact health outcomes, then how can we apply that knowledge in practice?

Want to Win Hispanic Patients? Get Personal

Want to Win Hispanic Patients? Get Personal

More than other patient groups, they want a deeper, ongoing relationship with caregivers.

Nothing Will Replace Human Doctors, Not Even Robots

Nothing Will Replace Human Doctors, Not Even Robots

Healthcare is one industry that hangs in this delicate balance, in large part due to the fact that it necessitates a blend of science and empathy.

Why Pharma Refuses to See Value in 'Influence'

Why Pharma Refuses to See Value in 'Influence'

At the very least, pharma marketers need to make sure they know the difference between search engine marketing and search engine optimization.

Predicting Patient Behavior Improves the Brand Message

Predicting Patient Behavior Improves the Brand Message

Few questions give healthcare marketers more heart palpitations than this one: "How do you know it will work?"

How To Make A Doctor Happy: Take Away the Brand Message in a Drug Ad

How To Make A Doctor Happy: Take Away the Brand Message in a Drug Ad

The presumption is Dr. A saw ad B, clicked on it, went to the site and within C time, prescribed product D.

Genentech Should Let Us See Its Herceptin Documentary

Genentech Should Let Us See Its Herceptin Documentary

The 2009 documentary offers a wealth of detail. Which is why it makes no sense that Genentech doesn't want you to see the damn thing.

From Volume to Value, What's Next for Healthcare

From Volume to Value, What's Next for Healthcare

Pharma and biotech can bolster their value through the analytics efforts of their health economics and outcomes teams.

Pharma Marketers Using Programmatic, Consider Privacy and Measurement

Pharma Marketers Using Programmatic, Consider Privacy and Measurement

There's a reason pharma lags on the programmatic adoption curve: It's a heavily regulated industry, and there are concerns around privacy.

The Highly Regulated Healthcare Industry Can Draw in Top Marketers

The Highly Regulated Healthcare Industry Can Draw in Top Marketers

Today's ambitious marketers and media people want to be the ones to not only figure out how to work within the regulations but also to create better work than ever before.