March 02, 2018 - MM&M - Medical Marketing and Media

Print Issue: March 02, 2018

From the Editor: Game Changers 2018

  Ask someone who works in healthcare marketing, clinical research, or manufacturing to name the defining characteristics of their job. They’re likely to cite ethics right up there with improving human health. Either voluntarily or as a consequence of prior transgressions, industry has had to create ethics codes, such as informed consent for human trials,…

Game Changers 2018: Hybrid Healthcare Communications

What is one game-changing idea that didn’t come to pass in 2017 that you think will this year?   In 2017, the popularity of apps such as Pokémon Go created an appetite to enhance the use of AR in pharma marketing. Our strategy was to leverage this tech to create experiences that transport HCPs into another…

Game Changers 2018: Enable Injections

What is one game-changing idea that didn’t come to pass in 2017 that you think will this year?   With 85 investigational drugs to treat Alzheimer’s disease in clinical trials or under review by the FDA in 2017, it was surprising that a much-anticipated breakthrough in treatment didn’t come to market. When one does, it…

Game Changers 2018: BMKD Health

What is one game-changing idea that didn’t come to pass in 2017 that you think will this year?   Marketing has become increasingly focused on technology. As a result, the creative spirit of a communication can get missed. Creativity is a precious skill that technology can’t fulfill, but can empower. The future lies in a…

Game Changers 2018: HYC Health

What is one game-changing idea that didn’t come to pass in 2017 that you think will this year?   Over 75% of people say they’re ready to handle their healthcare virtually. They spent $211 million on direct lab testing last year, up 85% from three years ago.   This year, we expect that number to…

Game Changers 2018: Concentric Health Experience

What is one game-changing idea that didn’t come to pass in 2017 that you think will this year?   The one game-changing idea to be realized in 2018 is the promise of delivering interventions informed by big data that drive dramatic change. To use one example, most patients don’t take medications as prescribed. Marketers are…

Game Changers 2018: 81qd

What is one game-changing idea that didn’t come to pass in 2017 that you think will this year? The power of AI and predictive analytics, fueled by real-world healthcare data, has yet to be fully realized by biopharmaceutical companies and is poised to revolutionize their business strategies. Advanced analytics can find HCPs who are currently…