Viewpoint

Creativity in Healthcare: A Shift in Focus or a Better Lens?

Creativity in Healthcare: A Shift in Focus or a Better Lens?

It's time for meetings that revolve around rosé on the Carlton Terrace. It's also time for the professional creative inferiority complex to pop up for people who make pharma ads.

No More 'Patient-Centric,' Please

No More 'Patient-Centric,' Please

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

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!

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

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.

OPINION

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