When Monique Levy, one of the most-level-headed analysts in the pharma industry, calls attention to a mysterious phenomenon, you listen.
Either we need to stop calling it digital marketing (because digital is baked into business) and just consider it marketing. If we feel like we can't, then digital might very well be a dead-end job.
An early review of the Apple Watch
Well-designed studies can deliver actionable information that optimizes customer engagement
A textbook example of a firm doing the right thing in a crisis: J&J's decisive crisis management saved a brand
Apple's ResearchKit could accelerate the pace at which industry approaches start-ups building products in the patient-facing part of health tech
Apple is putting the power of clinical trials in our pockets with ResearchKit.
Though it's unlikely that patient portals will ever be accessed as often as mobile banking, ensuring that the patient portal provides obvious value to a patient's experience with a healthcare provider remains an important point.
For all the scientific tools that have fallen into our hands in the past few years, we are still largely falling short in our efforts to influence our audiences' behaviors.
A more general warning encourages consumers to engage in a personal discussion with their doctor about a drug, and it promotes engagement with longer-format printed or digitally-delivered information.
Patients benefit when they can directly access their health data. Studies suggest that direct patient access to healthcare information could improve patient participation in healthcare and possibly quality.
Why healthcare brands need to start speaking in video, and how they can do it
The FDA has to respect First Amendment limitations regulating scientific communication
Robbing pharma to pay Senator Pothole will not encourage innovation
Storytellers can both build meaningful story lines out of trend lines and construct rationales from ratios
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)?
Agencies struggle to find VPs of digital strategy (or multichannel strategy or engagement strategy) because they don't really need one.
If you look at this as simply a tool to drive your brand, you've missed the point
Direct-to-patient approaches can positively impact real world and late phase research programs to increase engagement, retention and data collection.
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.
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.
As global healthcare borders become increasingly blurred, the internationally mobile patient may become a standard patient segment considered in healthcare market research.
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.
Traditional tactics of connecting with physicians are quickly becoming obsolete.
"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."
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 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.
Sales reps, supported by rich customer data, will become relationship managers
The FDA must address its policies to accommodate the new medical and media environment
Healthcare has amazing content at its disposal but it isn't enough to just lay it out there (especially with bland stock photography)
Your move? Lean in and make eye contact. Show that you care
How should pharma organize around adjacencies to therapeutics?
"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."
A treatise on understanding the FDA's latest guidance of low-risk general wellness products.
How the adoption of principles from recent, successful start ups can be applied to pharma marketing.
Here are some important takeaways to take note of from this year's Super Bowl.
With POC on the march, the FDA will have to stretch its monitoring efforts to keep up
Safety information is knowledge. And, in the pursuit of public health, knowledge is power
Sandoz will need to put across the biosimilar concept to doctors as it challenges Neupogen and Teva's Granix
Brent Scholz is group creative director, Intouch Solutions
Being in charge does not mean that you need to make every decision
Will DIY and the mHealth movement be the catalysts driving change?
Key trends from the latest Consumer Electronics Show through the eyes of NostaLab's John Nosta
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.
"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."
"Technology is evolving in a way that will make your detailing experiences even more meaningful. 2015 will bring in some exciting and innovative products..."
"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."
As these 40 standouts show, the industry is ready to move forward
One issue lurking for marketers is the potential elimination of the tax exemption for advertising
"The trouble is that the market is changing much faster than most marketers realize."
"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."
"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."
"In this era, it requires mobilizing our collective intelligence toward innovation and integration that is meaningful for large populations."
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?
Once we venerated doctors. Now we question every dollar they make
I come not to bury government but to praise it—at least the singular agency I know best: FDA
Success today is predicated on recognizing that every patient is different, every disease is different, every drug, every breakthrough and every cure is different.
"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."
It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing
Demonizing new treatments distracts from the real problem: policies that focus on the near-term
Gen Y wants companies to stand for "Important missions and values"
Is there anything that pharma can do to make doctors' lives easier?
These multi-dimensional, surround-sound experiences suck you right in for living, breathing engagement
The next generations will engage with the digital world in a way that could effect real change in breast cancer.
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.
Health apps become multilingual
The pharmaceutical industry's need for promotional spending has never been greater
Apple's official entry into the health wearables market indicates they've taken on a considerable, new design challenge: health behavior change.
Any time a firm needs to save money, high-salaried executives are targets
These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.
Give the cool 20% of your audience cool stuff, like apps. Relate to the other 80% in ways that are less cool
A level of trust happens when you have an in-person relationship that just can't be recreated online
A charge of sexism against the FDA clouds the views surrounding a drug's application
Satisfaction levels among pharma-based respondents fell, but didn't exactly tank
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.
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 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.
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.
What's happening in the pharmacy business is a study in leadership, with important lessons for pharma
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.
Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike
Problems and changes have set ablaze criticism over the Sunshine Act's implementation
Companies are realizing that they need to be more attuned to their audience
It may be time to adopt a model in which we help deliver healthcare
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.
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.
This year, FDA has finally begun to offer some guidance to marketers about digital media. Here's what social patients say they want
Influential patients are reaching critical mass. What can't they do?
Though critically important, eSampling is best used as part of an integrated marketing strategy and sample distribution program.
The way in which consumers will perceive adaptive marketing is going to depend crucially on our motives.
Dan Chichester, chief creative officer, LLNS
When you have a successful brand, you tamper with it at your peril
We cemented our credibility during the most difficult period for publishing
What happens when it's the FDA—not a medical marketer—that is doing the overstating?
Don't waste another minute or dollar on your brand standards manual. It's painfully irrelevant
Pharma continues to struggle with its image. Exhibit A is the public debate around the price of, and access to, new and innovative meds. As countless transformative technologies hit market, has industry done enough to anchor its permission to innovate? To provide a closer look at trends affecting trust over the past year, MM&M presents this e-book, "The 2015 Edelman Trust Barometer." Click here.