Print Issue: May 01, 2015

Read the complete May 2015 Digital Edition
Read the complete May 2015 Digital Edition
May 1, 2015
1:50 pm

Click the link below to access the Digital Edition of the May 2015 issue of MM&M, with all text, charts and pictures.

Loyalty Programs: Beyond the Co-Pay Card
Loyalty Programs: Beyond the Co-Pay Card
JAMES CHASE
May 1, 2015
4:00 am

In the past, when pharma companies talked about patient-loyalty programs, what they were really talking about were the financial incentives underpinning them. But in the wake of Novo Nordisk’s successful support program for diabetics, Cornerstones4Care, such initiatives are finally set to evolve. James Chase reports on the shifting focus of patient support

Washington Insider: Paul Thacker
Washington Insider: Paul Thacker
Paul Thacker
May 1, 2015
4:00 am

After a decade spent stalling, denying and attacking critics, the University of Minnesota has finally admitted some complicity in the death of a patient during a clinical drug trial.

At Work With: Al Topin
At Work With: Al Topin
Kevin McCaffrey
May 1, 2015
4:00 am

Q: What was your biggest break? I was fortunate to start in marketing on the client side. It gave me a broader context for understanding our role from a client’s perspective and gave me insights into the multiple-level demands and issues that our clients face every day. Q: What are the best and the worst…

Upward Move: Lou Massaia
Upward Move: Lou Massaia
Kevin McCaffrey
May 1, 2015
4:00 am

“Don’t censor yourself. Believe that if you have a thought that genuinely excites you, it’s worth sharing. Get in the habit of learning how to let it out,” shares Lou Massaia, the newly appointed executive creative director at PALIO. “Even if it’s not the most brilliant or fully connected thought, someone might be able to…

SkillSets: Cello Health Communications
SkillSets: Cello Health Communications
May 1, 2015
4:00 am

SkillSets Cello.pdf COMPANY PROFILE Cello Health Communications combines science, strategy and creativity to unlock evidence and drive differentiated engagement solutions for a diverse mix of clients in the biopharmaceutical, device and diagnostic sectors.We offer a range of scientific, medical and healthcare communications services, including landscape analysis and assessment, strategic communications planning, audience identification and engagement,…

SkillSets: IMS Health Mobile Sales
SkillSets: IMS Health Mobile Sales
May 1, 2015
4:00 am

SkillSets IMS.pdf Delivers Just-in-Time Insights While the use of non-personal channels is on the rise, the sales channel remains the strongest lever for influencing customer behavior. Ultimately, both personal and non­personal approaches are critical to improving brand ­performance; in fact, all marketing and sales efforts should be customer-focused and aligned from strategy through ­execution. IMS…

Viewpoint: Make Brand Value a Personalized Dialogue
Viewpoint: Make Brand Value a Personalized Dialogue
Anne Stroup
May 1, 2015
4:00 am

Well-designed studies can deliver actionable information that optimizes customer engagement

Back Talk: In a Jam? Do the Right Thing
Back Talk: In a Jam? Do the Right Thing
Sander Flaum
May 1, 2015
4:00 am

A textbook example of a firm doing the right thing in a crisis: J&J’s decisive crisis management saved a brand

Partner Forum: Social for HCPs—Is Now the Time?
Partner Forum: Social for HCPs—Is Now the Time?
May 1, 2015
4:00 am

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?

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