The power of hackathons is now magnified because of the power of the internet and social media, giving both patients and healthcare professionals a global platform for their voices.
Imagine if the agencies pitching us mocha lattes faced these consumer beliefs: The latte will hurt when I drink it. The latte might leave me with a rash or cause me to vomit.
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.
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.
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?
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.
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.
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