march 2020 cover

Read the complete March 2020 digital edition here.

The 2020 MM&M/Elevate Healthcare Marketers Trend Report

In the run-up to the presidential election, pharma finds itself confronting even more uncertainty than usual – and that’s for an industry that has spent the recent past under siege on the pricing front. This flagship MM&M report fleshes out how industry built – or failed to build – this uncertainty into 2019-2020 marketing budgets.

The proprietary survey of director-level-and-up biopharma and device marketing execs will showcase a wealth of exclusive research and offer insight into marketers’ current thinking via new data on budgets (and their growth/decline), channel usage and challenges/opportunities (such as the intensified influence of payers).

Online health communities

Much of the chatter around marketing in and around online health communities has focused on the ones that cater to individuals with rare conditions. While those communities feature hyper-engaged members, so too do the ones for more common afflictions like diabetes and obesity. The problem? There are many, many more such communities. We share marketers’ tips for navigating among the many sites and connecting with their most influential members.

Behavioral marketing

Two years ago, behavioral marketing was the medical marketing world’s favorite buzzphrase – even as the techniques and strategies themselves remained largely hit or miss. By highlighting three behavioral campaigns that connected, we analyze the opportunities missed amid the early hype – and how the industry has refined its behavioral-based messaging.

ePharma reinvents itself as Pharma IMPACT

We offer a primer on one of the industry’s most up-and-coming showcases for digital marketers.