Marketers discuss the biggest catalysts for use of behavioral science techniques in marketing.
At a time when value-based healthcare is a more common objective among stakeholders, EHR data can enable collaboration among payers, providers, health systems, and pharma manufacturers.
How should marketers demonstrate the value of non-personal promotion?
How should marketers position this new type of cancer therapy?
How can marketers do more with less, or otherwise convince skeptical executives that more resources will lead to long-term change?
How can marketers ensure that patients and physicians aren't overwhelmed by these tactics?
As the influence of patient communities and advocacy groups grows, how can marketers work these organizations to achieve brand objectives?
As drugmakers hire economists and pharmacologists to better grapple with big data, how can ad agencies ensure they're not left behind?
Beset by high prices and scientific complexity, how can marketers best communicate the value of specialty drugs?
How can agencies best entice clients to incorporate behavioral science into their marketing programs?
"Find exactly what your audience wants, find exactly where they spend their time, and deliver."
How can marketers incorporate patient feedback into their marketing strategies without expensive and time-consuming studies?
With rep access to physicians on the decline, what are the most effective non-personal promotional tactics marketers can use to connect with prescribers?
As the effectiveness of in-person detailing wanes, how will cloud-based content solutions adapt?
Data analytics, relationship building, and improved patient support are the keys to differentiating your rare-disease drug brands, according to these four marketers.
Does virtual reality represent a new way for marketers to create immersive experiences — or is this just the industry's latest shiny object?
Pharma must be thoughtful in its approach and demonstrate value to be part of the EHR conversation.
"Social can enable a better starting point to yield better questions and thus make surveys less in number yet greater in value."
"Under pressure to perform, even team players will covet their neighbors' budgets and begin to compete. And there goes homogeneity."
How can marketers give their audience the ability to propel a healthcare brand's story?
Recent polls paint a mixed picture of physicians' willingness to see pharma sales reps. What gives? Are no-see docs up or down, and what's behind the dissonant findings?
The formula's pretty simple: Be sure you can defend your drug's value proposition, without blushing, says BioPharma Alliance's Mike Luby.
Layoffs at CPG companies have begun, including significant numbers in the research function at major corporations. Is healthcare market research insulated from this trend?
Patient portals are clearly underutilized as a patient resource. Although their use is increasing among a population hungry for health information, what can industry do to foster and promote their use?
Can predictive analytics, embedded into CRM, fulfill the promise on which closed-loop marketing fell short: Allow pharma to harness data from rep visits to make their upcoming digital sales pitches smarter?
The arrival of the Apple Watch—following hardware from Samsung and others—has sparked interest among app developers for use in consumer healthcare. Do wearables have a role in life-science sales and CRM?
Healthcare professionals' customer experiences are increasingly being shaped by retailers like Amazon and Zappos. What ideas should drugmakers borrow from them to personalize promotion and what are the limits?
The increasing use of social media to reach consumers in the healthcare arena raises questions: Is it time to leverage it for HCPs, and if so, what are the most viable platforms for pharma-HCP communications?
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)?
EHRs can deliver evidence-based information about giving the right medicine to the right patient at the right time. How can industry craft point-of-care marketing that is both relevant and useful?
Changing pharma demands and the ever-expanding skills of job seekers (tech, UX, search, mobile) have altered agency team structure. How must agency-client relations change to keep to the new model?
Delivering better patient outcomes takes the right economic instruments. Do market-access teams have the right tools at their disposal to make the value-for-money argument?
LabCorp's purchase of CRO Covance promises to open access to LabCorp's patient database for trial recruiting. Can this help resolve problems like the disparity of female representation and scarcity of subjects for studies?
Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?
In an era when many patients prefer a conversation over a commercial, and as the FDA considers revisions to the "brief summary," how much risk information is necessary in DTC ads and why?
GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?
Pharma cites "payer pressure" as one of its biggest marketing challenges yet struggles to make the "value" case for products. How can it translate market-access awareness into reimbursement success?
Stage 1 of the three stages of meaningful use criteria has ended, and Stage 2 is rolling out. So far, it's unclear if the incentives improve patient care. How can industry help doctors bridge the quality gap through EHRs?
As brand communications responsibilities shift from local markets to centralized hubs, what will happen to the smaller, local agencies, and what will regionalization mean in terms of preserving choice for Rx clients?
Research shows HCPs bounce from site to site, so rep networks seem to offer both one-stop info shopping and industry contact. But do they provide quality interaction, or are they just a way to e-mail marketing materials?
With physicians and patients engaging in more cross-platform behavior, marketers must be multi-screen to reach them. Yet only one-third of pharma sites are mobile-optimized. Can we catch up with our customers?
Unmet need has turned pharma toward specialty meds. Yet every success reduces unmet need, raising the bar. In this landscape, how do you ensure that a small-audience drug has a compelling value proposition at launch?
How are analytics, targeting and other forces augmenting ROI measurement?
Cloud-based CRM, which has been adopted by many a biopharma, has capabilities beyond carrying rep data. What are you doing technologically to ensure clients' field reps and tele-detailers stay on the cutting edge?
Healthcare reform opens the door for innovative communications among patients, payers and physicians. But how can disparate data sets and stakeholders from across a conservative, silo-ridden industry work together?
Patients and physicians each can benefit from gamification: Patients gain a sense of control and connection, physicians can boost competencies. How can games foster better communication between the two groups?
How can industry reach HCPs who don't see sales reps?
What are some ways that pharma could use websites, analytics and social media to boost enrollment in clinical trials?
Pharmas are restructuring to implement digital marketing initiatives—for instance, using social media to build brands or engage audiences. As they partner, how should agencies help them cultivate a digital DNA?
What device and/or diagnostic marketing advances will emerge in DTC, and how should such companies experiment with media?