Viewpoint

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.

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?

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.

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.

OPINION


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