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

Mobilizing Health after the FDASIA Health IT Report

Mobilizing Health after the FDASIA Health IT Report

The recent ONC report on regulation of health IT, such as mobile medical apps, raises lots of questions but illustrates the hurdles to drafting practical guidance

How Apple Will Transform Pharma: Are We Ready?

How Apple Will Transform Pharma: Are We Ready?

Three AbelsonTaylor executives discuss how Apple's new HealthKit and Health apps will shape our industry

Smartphone Innovation Is About Seniors and mHealth

Smartphone Innovation Is About Seniors and mHealth

What the recent Samsung and Apple announcements about health technology tell us about the future of mobile health solutions

Considerations for Value Preparation for ASCO 2014 Drugs

Considerations for Value Preparation for ASCO 2014 Drugs

Cancer drugs with Breakthrough status have a shortened timeframe within which to develop a value proposition and price point that can be defended

The Payer-Marketing Power Shift Is Here

The Payer-Marketing Power Shift Is Here

The challenge of communications and marketing in the strange new world of the Affordable Care Act

NEJM tool lets docs fine tune skills

NEJM tool lets docs fine tune skills

The NEJM Group, the organization behind the New England Journal of Medicine and NEJM Journal Watch, has launched a tool that seeks to infuse the NEJM brand across a medical professional's career.

Making medicine emotional

Making medicine emotional

We identify not with just the product, but with what it represents

People Moves: June 2014

Promotions and hires for manufacturers, agencies and technology companies

Private View: Animals in Advertising

Private View: Animals in Advertising

Evan Young, associate creative director, Renavatio Healthcare Communi­cations.

DTC fuels dialogue and empowers consumers

DTC fuels dialogue and empowers consumers

The new information age in which we live has made it unnecessary for patients to "live in the dark"

Virtual ad boards can help reach the right KOLs

Virtual ad boards can help reach the right KOLs

Digital collaboration platforms make it convenient for pharma and thought leaders to engage

Did lawyers help write labeling rules?

Did lawyers help write labeling rules?

Nineteen Republicans on the House Energy and Commerce Committee want FDA commissioner Margaret Hamburg to explain the role the American Association for Justice (trial lawyers) played in drafting proposed changes to generic drug labeling.

Let FDA top performers set pace, study says

Let FDA top performers set pace, study says

A Manhattan Institute analysis says that helping underperforming FDA drug review divisions match the output of high-performing divisions could cut development costs and speed approval of new treatments.

As I See It: Patient Centricity

As I See It: Patient Centricity

A patient who is diagnosed earlier and receives the most efficacious treatment is the least expensive

Vantage Point: Payers—the "experts" in healthcare research

Vantage Point: Payers—the "experts" in healthcare research

Access to payers is about knowledge, about understanding what they do in their jobs

Professional Media briefs: June 2014

Professional Media briefs: June 2014

News on Symphony Health Solutions, Wolters Kluwer Health and Frontline Medical Communications

Medscape app gives personalized take on medical news

Medscape app gives personalized take on medical news

The iPad and iPhone resource from Medscape has one purpose: to funnel medical news to a professional's device

Bringing back the magic

Bringing back the magic

At MM&M's Leadership Exchange, the passion, candor, enthusiasm and respect were second-to-none

My GI Health: Reimagining the Dialogue Between Patients and Physicians

My GI Health: Reimagining the Dialogue Between Patients and Physicians

Executives from Ironwood Pharmaceuticals describe an approach that promises to improve point-of-care interactions

Is healthcare the right place for creative bravery?

Is healthcare the right place for creative bravery?

Global execs from Novartis and Mundipharma discuss the role creativity can play in healthcare marketing

Gaining a presence in the drugstore aisle

Gaining a presence in the drugstore aisle

Some key questions pharmaceutical marketers should ask before making decisions about which online and offline consumer channels to pursue

Visualize This: Patients Who Actually Understand Their Doctor

Visualize This: Patients Who Actually Understand Their Doctor

Visual communications provide the opportunity to dramatically reshape and improve how patients learn about conditions and care.

Popping the digital bubble

Popping the digital bubble

A general consensus is that a "shake-up" of some kind is coming

People Moves: May 2014

Promotions and hires for manufacturers and agencies

Private View: Testimonials That Get Real

Private View: Testimonials That Get Real

How can testimonials make their mark in a branded space? By getting real.

Keeping "glitch happens" from happening to you

Keeping "glitch happens" from happening to you

You have to approach quality assurance as an intrinsic part of the process, not an afterthought

The way to make your physician target list pay off

The way to make your physician target list pay off

Specialty brands ignore more than 50% of the specialists they serve, so 50% of the audience is wide open

It's time to replace the FDA, says Newt Gingrich

It's time to replace the FDA, says Newt Gingrich

Former Speaker of the House and presidential candidate Newt Gingrich has declared that it's time to replace FDA

As I See It: FDA's social-media moves

As I See It: FDA's social-media moves

FDA has insisted that its antique regulations can address every new promotional challenge

Vantage Point: Determining "fair market value"

Vantage Point: Determining "fair market value"

Should pharma formulate a super matrix to determine the FMV of research incentives?

Professional Media briefs: May 2014

Professional Media briefs: May 2014

News on BMJ, MedPage Today and John Wiley & Sons

One-product wonders

One-product wonders

When it comes to the patent cliff, pharma, it seems, is so over it

Data security in pharma marketing—the path to maturity

Data security in pharma marketing—the path to maturity

What brand managers need to know to achieve data security maturity

Blockbuster Drug Boycott? What ESI's Sovaldi Threat Means to Big Pharma

Blockbuster Drug Boycott? What ESI's Sovaldi Threat Means to Big Pharma

Express Scripts warned of building an anti-Sovaldi coalition. If payers are unwilling to pay for such drugs, or band against their makers, where does pharma go from here?

Omnio app moves to smartphones

Omnio app moves to smartphones

Physicians Interactive is introducing the third wave of its Omnio app, making the tablet-only tool available for iPhones and Android phones.

Survey finds pay doesn't make doctors happy

Survey finds pay doesn't make doctors happy

Medscape's survey of over 24,000 physicians found that a paycheck is not necessarily linked to a physician's professional satisfaction.

Marketing in the Modern Attention Economy: 9 "M-Words" Modern CMOs Should Consider

Marketing in the Modern Attention Economy: 9 "M-Words" Modern CMOs Should Consider

Nine things CMOs should consider when desiring to engage consumers who no longer want to give their attention to boring and scripted product descriptions.

Gens X, Y and diabetes: Not as invincible as they think?

Gens X, Y and diabetes: Not as invincible as they think?

Are today's young adults on their way to healthier lives in middle age and beyond? New data from GfK's Roper Diabetes study series gives cause for concern.

Combating concept churn

Combating concept churn

There's no cure. But the good news is that prophylaxis is possible.

People Moves: April 2014

Promotions and hires for manufacturers and agencies


Does a health psychology approach hold the key to Rx adherence? In MM&M's latest Leadership Exchange Uncut eBook, industry stakeholders from the payer, provider, academic and pharma realms explore the "why" behind medicine taking. Access here.

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