September 01, 2015 - MM&M - Medical Marketing and Media

Print Issue: September 01, 2015

At Work With . . . Joe Doyle

What was your biggest break? Early on in my copywriting career an owner took a chance on me. Under his mentorship I learned more than in any other job. Users first—thanks, Craig Williams! Whom do you most admire in your area of work? I use social media to keep up with my peers. Two of my favorites…

Upward Move: Christopher Rhodes

As the newly appointed VP, cardiovascular and metabolic disease research for MedImmune, Christopher Rhodes says that even in the hard science of drug discovery and development there’s plenty of artistry to be found. And if he traces the steps that have lead him to his new role, it’s been equal parts passion and creativity. “I…

Washington Insider: A New Report

A report released by Public Citizen and Carleton University urges Congress to allow Medicare to negotiate innovator drug prices and introduce mandatory generic substitution for all Medicare Part D plans. And Sen. Bernie Sanders (I-Vt.) has called for “wartime powers” to break the patents on drugs. First off, allowing the feds to negotiate Part D…

Back Talk: Hail to the . . . CEO?

Back Talk.pdf Joel Peterson, a favorite Wall Street Journal columnist, recently examined the benefits a CEO might offer as president of the US. I suspect his thesis may have been facetious, but he raised a few intriguing points. The energy and drive of a successful business executive would seem ideal for the Oval Office. Who…

Viewpoint: Restrictions essential to spur creativity

Viewpoint.pdf If you’re worried that healthcare regulations are squeezing the life out of our industry, check out “Take It From a Fish”—AstraZeneca’s unbranded cam­paign (developed with DigitasLBi) that reeled in the Grand Prix at Cannes this summer.  To realize that change and restrictions are often necessities, you only have to consider that the American consumer…

Viewpoint: Reframe your approach to video

Viewpoint.pdf Doctors now watch online videos almost as much as they watch TV. According to a Google and Manhattan Research study, they average six hours of online video viewing a week. Of greater significance for marketers, 85% of them take some action after watching a professional video—they either request a product sample, refer the content…

Private View: Bonnie Overton

Private View.pdf Ads can be powerful vehicles to reach consumers where they are, both mentally and physically. And great ads don’t just raise awareness about products—they drive action. We know that information alone doesn’t drive behavior change. Simply knowing the facts about a medication is not enough to get patients to talk to their doctor…

Social Engagement: Leveling the Field

Social media has the potential to elevate challenger brands to the highest step on the podium. But with many companies still languishing in the blocks, medal-worthy performances remain few and far between. It’s time for pharma to step up its social game, as James Chase reports