Washington Insider: James G. Dickinson

Washington Insider: James G. Dickinson

The FDA has to respect First Amendment limitations regulating scientific communication

Who Will Pay the Piper?

Who Will Pay the Piper?

Robbing pharma to pay Senator Pothole will not encourage innovation

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

Private View: John Kemble

Private View: John Kemble

Partner Forum: MLR is important. What drives it?

Sorting out competing priorities is one way to expedite medical-legal review. What should drive work flow—great creative for the brand or need to mitigate risk (compliance, legal, medical, regulatory, brand image)?

Maybe You Shouldn't Hire a VP of Digital Strategy

Maybe You Shouldn't Hire a VP of Digital Strategy

Agencies struggle to find VPs of digital strategy (or multichannel strategy or engagement strategy) because they don't really need one.

Editor's Desk—Pill+: Now I'm a Believer

Editor's Desk—Pill+: Now I'm a Believer

If you look at this as simply a tool to drive your brand, you've missed the point

Implement a Direct-to-Patient Approach to Increase Patient Engagement and Retention

Implement a Direct-to-Patient Approach to Increase Patient Engagement and Retention

Direct-to-patient approaches can positively impact real world and late phase research programs to increase engagement, retention and data collection.

The New Holistic Approach to Leveraging a Multi-Channel Contact Center

The New Holistic Approach to Leveraging a Multi-Channel Contact Center

Delivering smarter dynamic communications rather than static timed communications based on self-reported data can help connect patients to information and support that drive brand loyalty and program success.

Remembering Warren Ross

Remembering Warren Ross

Warren Ross, the "R" of KPR, passed away a few weeks ago at the age of 88. It isn't easy to sum up a friendship that began more than 50 years ago.

The Patient Abroad: An Exploration of the Motivations and Impact of Medical Tourism

The Patient Abroad: An Exploration of the Motivations and Impact of Medical Tourism

As global healthcare borders become increasingly blurred, the internationally mobile patient may become a standard patient segment considered in healthcare market research.

What's Your Connected Health Strategy?

What's Your Connected Health Strategy?

At SXSW, for the first time, health wasn't a breakout topic, but rather a "break-in" topic that had the attention of just about every presenter and attendee.

Customizing HCP Data In a Challenging Healthcare Environment

Customizing HCP Data In a Challenging Healthcare Environment

Traditional tactics of connecting with physicians are quickly becoming obsolete.

Apple's ResearchKit: Five Guidelines for Pharma

Apple's ResearchKit: Five Guidelines for Pharma

"In this fast-moving environment, we believe these five guidelines will help guide your clinical trial team in taking full advantage of this exciting new platform."

The Next Disruptor of Clinical Trials? Try Apple

The Next Disruptor of Clinical Trials? Try Apple

Apple now offers a way for researchers and developers to easily create clinical trial data-collection apps, revolutionizing the way that patients can participate in clinical trials.

The Future of Commercial in a Global Multichannel Marketplace

The Future of Commercial in a Global Multichannel Marketplace

5 Steps to Successful Key Account Management

5 Steps to Successful Key Account Management

The healthcare ecosystem is changing rapidly to succeed requires the adoption of key account management (KAM), a systematic, robust alternative to the traditional buyer/seller model.

Viewpoint: Putting analytics into commercial strategy

Viewpoint: Putting analytics into commercial strategy

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

Washington Insider: John Kamp

Washington Insider: John Kamp

The FDA must address its policies to accommodate the new medical and media environment

Private View: Affirming Faith in Humanity

Private View: Affirming Faith in Humanity

Healthcare has amazing content at its disposal but it isn't enough to just lay it out there (especially with bland stock photography)

Back Talk: Eyes up, I'm talking to you!

Back Talk: Eyes up, I'm talking to you!

Your move? Lean in and make eye contact. Show that you care

Editor's Desk: Trials and innovations

Editor's Desk: Trials and innovations

How should pharma organize around adjacencies to therapeutics?

Storytelling in a Multi-Channel Universe

Storytelling in a Multi-Channel Universe

"The key to executing a successful multichannel campaign is to know your audience, help them rather than sell to them and create meaningful content that shares the brand story appropriately across channels."

FDA Draft Guidance on General Wellness Devices: A Primer

FDA Draft Guidance on General Wellness Devices: A Primer

A treatise on understanding the FDA's latest guidance of low-risk general wellness products.

Pharma Marketers: Adopt Principles of Sharing Economy to Catalyze New Growth

Pharma Marketers: Adopt Principles of Sharing Economy to Catalyze New Growth

How the adoption of principles from recent, successful start ups can be applied to pharma marketing.

Did the Super Bowl Halftime Show Jump the Shark?

Did the Super Bowl Halftime Show Jump the Shark?

Here are some important takeaways to take note of from this year's Super Bowl.

Demonstrating the Special Value in Specialty Therapeutics

Demonstrating the Special Value in Specialty Therapeutics

Washington Insider: POC Communications

Washington Insider: POC Communications

With POC on the march, the FDA will have to stretch its monitoring efforts to keep up

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

In Focus: Making the case for biosimilars

In Focus: Making the case for biosimilars

Sandoz will need to put across the biosimilar concept to doctors as it challenges Neupogen and Teva's Granix

Private View: Brent Scholz

Private View: Brent Scholz

Brent Scholz is group creative director, Intouch Solutions

Back Talk: Lonely at the top?

Back Talk: Lonely at the top?

Being in charge does not mean that you need to make every decision

Editor's Desk: Whither the fast followers?

Editor's Desk: Whither the fast followers?

Will DIY and the mHealth movement be the catalysts driving change?

From Misfits to FitBits: CES 2015, The CLINICAL Electronics Show

From Misfits to FitBits: CES 2015, The CLINICAL Electronics Show

Key trends from the latest Consumer Electronics Show through the eyes of NostaLab's John Nosta

Getting Your Big Ideas to Work in Pharma Advertising

Getting Your Big Ideas to Work in Pharma Advertising

Stop trying to sell your edgy work as a TV spot. By finding a backdoor through digital, risky work can often see the light of day, says one ad consultant.

Playing to Win in the Global Biosimilars Environment

Playing to Win in the Global Biosimilars Environment

"Although the United States represents almost half of the biologics market in terms of revenue and volume, biosimilars growth will be fueled by focusing on the emerging markets, by addressing non-consumption and patient inability to pay for high-priced biologics."

Get the most out of your digital detailing efforts in 2015

Get the most out of your digital detailing efforts in 2015

"Technology is evolving in a way that will make your detailing experiences even more meaningful. 2015 will bring in some exciting and innovative products..."

Private View: Norm Alger

Private View: Norm Alger

"Here are some examples of some elegant initiatives from some very smart people to put a substantial stake in the ground toward these rather monumental global [health] efforts."

Disruption on display

Disruption on display

As these 40 standouts show, the industry is ready to move forward

Washington Insider

Washington Insider

One issue lurking for marketers is the potential elimination of the tax exemption for advertising

Five Big Shifts in Policy and Technology That Marketers Should Worry about in 2015

Five Big Shifts in Policy and Technology That Marketers Should Worry about in 2015

"The trouble is that the market is changing much faster than most marketers realize."

Hey Pharma, Here's Why Your Customer Service Shouldn't Suck

Hey Pharma, Here's Why Your Customer Service Shouldn't Suck

"Customer service is more than just a nice-to-have. In this competitive marketplace, it can mean the difference between your brand or someone else's."

The Simple Solution to America's Complex Health Literacy Problem

The Simple Solution to America's Complex Health Literacy Problem

"We are living in an era of great medical technological innovations. However, this is shifting healthcare back home and expecting patients to understand excessive medical information and follow complex instructions."

A Call to Action for Healthcare Leaders: Why I Choose to Do More (And Why You Should, Too)

A Call to Action for Healthcare Leaders: Why I Choose to Do More (And Why You Should, Too)

"In this era, it requires mobilizing our collective intelligence toward innovation and integration that is meaningful for large populations."

Adherence is in the behavior

Adherence is in the behavior

There needs to be a greater effort put into the issue of adherence. What can academia, providers, pharma and payers do to address this pressing need?

Private View: Visual Ads

Private View: Visual Ads

Who's calling who "murky"?

Who's calling who "murky"?

Once we venerated doctors. Now we question every dollar they make

Washington Insider - Dec 2014

Washington Insider - Dec 2014

I come not to bury government but to praise it—at least the singular agency I know best: FDA

Rethinking Healthcare Communications Through the Prism of Rare Diseases

Rethinking Healthcare Communications Through the Prism of Rare Diseases

Success today is predicated on recognizing that every patient is different, every disease is different, every drug, every breakthrough and every cure is different.

The Growing Prevalence of Affordability Messaging

The Growing Prevalence of Affordability Messaging

"Today's conversations between sales reps and their HCP customers often include talk about a drug's savings offer. And on the non-personal/digital front, many of pharma's biggest brands are putting cost savings front and center."

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

Washington Insider: Mistruths and half-truths about oncology meds

Washington Insider: Mistruths and half-truths about oncology meds

Demonizing new treatments distracts from the real problem: policies that focus on the near-term

Marketing to Millennials

Marketing to Millennials

Gen Y wants companies to stand for "Important missions and values"

Give docs a shot in the arm

Give docs a shot in the arm

Is there anything that pharma can do to make doctors' lives easier?

Private View: Immersive Ideas

Private View: Immersive Ideas

These multi-dimensional, surround-sound experiences suck you right in for living, breathing engagement

How Generations Y and Z Will Rock the Pink

How Generations Y and Z Will Rock the Pink

The next generations will engage with the digital world in a way that could effect real change in breast cancer.

Cutting Through The Fog: How Clear Communication Can Save Lives

Cutting Through The Fog: How Clear Communication Can Save Lives

Using the same methods they use to stimulate demand for a brand, agencies can educate communities and ultimately transform how countries approach healthcare, urges H.E. Toyin Saraki.

Is your health app tourist or local?

Is your health app tourist or local?

Health apps become multilingual

Using performance-based pricing to tap gold in mature products

Using performance-based pricing to tap gold in mature products

The pharmaceutical industry's need for promotional spending has never been greater

Apple Watch and Health: This Time Will Be Different

Apple Watch and Health: This Time Will Be Different

Apple's official entry into the health wearables market indicates they've taken on a considerable, new design challenge: health behavior change.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.

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

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

Washington Insider : Science, Not Ideology

Washington Insider : Science, Not Ideology

A charge of sexism against the FDA clouds the views surrounding a drug's application

Down... but not out

Down... but not out

Satisfaction levels among pharma-based respondents fell, but didn't exactly tank

TEDMED 2014: Changing the Game & Curing the Sickness of Fear

TEDMED 2014: Changing the Game & Curing the Sickness of Fear

The great thing about TEDMED—the promise of the brand—is that it will inspire you to see the world differently. On this most important score, TEDMED succeeded in some spectacular ways.

Why Pharma Should Stop Marketing Products and Start Marketing Services

Why Pharma Should Stop Marketing Products and Start Marketing Services

Today, we're all still trying to get people to buy our drugs and be a trusted health advisor, but these two goals seem to be working firmly against each other.

To Expand Their Appeal, Children's Hospitals Need to Sharpen Their Focus

To Expand Their Appeal, Children's Hospitals Need to Sharpen Their Focus

To find stability, children's hospitals must offer value to today's more empowered healthcare consumers. This requires building strong relationships with moms—specifically millennial moms.

Field Notes: WPP's Stream Tackles Health Issues

Field Notes: WPP's Stream Tackles Health Issues

Stream Health, WPP's "unconference" which took place in Florida earlier this week, provided a diverse and large amount of content in a short amount of time.

Changes at Your Local Pharmacy: Lessons in Bold Leadership

Changes at Your Local Pharmacy: Lessons in Bold Leadership

What's happening in the pharmacy business is a study in leadership, with important lessons for pharma

Wearable Devices: Thinking Beyond the Backend

Wearable Devices: Thinking Beyond the Backend

With wearable technology, digital health has moved past content we can search, share and engage with to something far more personal—defining ourselves as the data that we track, analyze and share.

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

Washington Insider: Open Payments

Washington Insider: Open Payments

Problems and changes have set ablaze criticism over the Sunshine Act's implementation

Live, listen and learn

Live, listen and learn

Companies are realizing that they need to be more attuned to their audience

Pharma's role in cost control

Pharma's role in cost control

It may be time to adopt a model in which we help deliver healthcare

Private View: Visual Storytelling

Private View: Visual Storytelling

What good is information, if it forgoes the emotion that moves people to take action? Enter visual storytelling—an emerging art form designed to conjure up narratives through stirring imagery and simple messaging.

Price Matters: How to Create a Balanced Price Communication Approach

Price Matters: How to Create a Balanced Price Communication Approach

In the past for patients, the equation was simple: go to your doctor, receive a diagnosis, pick up a prescription, and adhere. Today, consumers face a very different reality.

How Can Pharmaceutical Companies Build Closer Relationships With Social Patients?

How Can Pharmaceutical Companies Build Closer Relationships With Social Patients?

This year, FDA has finally begun to offer some guidance to marketers about digital media. Here's what social patients say they want

As Pharma Slowly Opens Up, Patients Are Engaging Themselves

As Pharma Slowly Opens Up, Patients Are Engaging Themselves

Influential patients are reaching critical mass. What can't they do?

Don't Replace Your Sales Force with RoboReps Yet

Don't Replace Your Sales Force with RoboReps Yet

Though critically important, eSampling is best used as part of an integrated marketing strategy and sample distribution program.

Adaptive Marketing—Means, Motive and Opportunity

Adaptive Marketing—Means, Motive and Opportunity

The way in which consumers will perceive adaptive marketing is going to depend crucially on our motives.

Private View: Discussing Women's Health

Private View: Discussing Women's Health

Dan Chichester, chief creative officer, LLNS

Think you own your brand? Think again

Think you own your brand? Think again

When you have a successful brand, you tamper with it at your peril

We've only just begun

We've only just begun

We cemented our credibility during the most difficult period for publishing

Washington Insider: When FDA overstates its case

Washington Insider: When FDA overstates its case

What happens when it's the FDA—not a medical marketer—that is doing the overstating?

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

Meaningful Use is a Marathon, Not a Sprint

Meaningful Use is a Marathon, Not a Sprint

The differences that can be made by meaningful use are ones that need some time to make themselves felt

What Health Communicators Can Learn From Honey Boo Boo

What Health Communicators Can Learn From Honey Boo Boo

Lessons can be learned from the reality TV shows currently dominating the nation's airwaves.

Why the Time is Ripe for Pharma to Embrace Mobile

Why the Time is Ripe for Pharma to Embrace Mobile

Some recommendations to help marketers put their best foot forward on smartphone and tablet screens

Five Lessons Theme Parks Have for Medical Convention Success

Five Lessons Theme Parks Have for Medical Convention Success

What does it take to turn your booth into a world-class educational and entertainment experience? Here are five proven principles that consistently bring the magic to the show floor.

Behavior problems... and solutions

Behavior problems... and solutions

"Behavior design" is beginning to make its way into pharma.

P&G's Huddle Technique

P&G's Huddle Technique

Want to give better creative feedback? Try P&G's uncommon-sense process.

How to Make Healthcare Innovation Work in the Real World—Merck's Partnership with PatientsLikeMe

How to Make Healthcare Innovation Work in the Real World—Merck's Partnership with PatientsLikeMe

A major partnership between Merck and PatientsLikeMe tests how a new kind of online evidence network could inform drug development using real-world health outcomes

Global Medical Advertising: Translation vs. Transcreation

Global Medical Advertising: Translation vs. Transcreation

What's "comfortable" in the US might be interpreted as "pain-free" In Finland. Why adapting medical messages into other languages takes precision

The $3 generic and the $1,000 pill: pharma outsiders just don't get it

The $3 generic and the $1,000 pill: pharma outsiders just don't get it

What do you call the people who treat medical breakthroughs as if they were bank heists? Malicious? Uninformed? Not with it?

Going for the ultimate goal

Going for the ultimate goal

Since when was the US better at soccer than advertising?

Will Less Privacy Fuel the Next Big Shift in Healthcare Economics?

Will Less Privacy Fuel the Next Big Shift in Healthcare Economics?

Consumers tend to be more honest with their social postings than they are with their doctor or insurer. That may lead to a lot more insight for pharma

Why the US Didn't Do Well at Lions Health

Why the US Didn't Do Well at Lions Health

A US Pharma juror's—and silver Lions Health winner's—opinion on why the Americans didn't fare well in Cannes, and tips for improvement

How Apple, Google and Samsung Are About to Reshape the mHealth Landscape

How Apple, Google and Samsung Are About to Reshape the mHealth Landscape

How the torrent of news from these tech titans may change the near-term realities on the ground for pharma and medical device companies

 

Did you miss January's Top 40 Healthcare Transformers issue? Read how these inventors, strategists, entrepreneurs and wonks are challenging, disrupting and otherwise transforming the healthcare business. And join us April 30 to honor them at the Transforming Healthcare Dinner. Click here.

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