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Applying Physician Behavior and Preference To MCM
As the pharmaceutical industry has shifted physician marketing from personal promotion through a dedicated sales force to a more balanced approach that includes non-personal promotion (NPP), it’s...
View ArticleThe Allure of Wearable Technology
It’s hard not to be seduced by the constant thrum of technology, the persistent parade of all things digitally desirable. The allure of the forthcoming Apple Watch, the functionality of Google Fit—no...
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Digital is Now: Mastering Multichannel Engagement
It’s official: The term multichannel has evolved beyond a buzzword. And as digital presence becomes increasingly critical in enabling life sciences companies to connect with customers, multichannel...
View ArticleContent Is Still King…How’s Your Kingdom?
As marketers, our job is to influence behavior change. More often than not, though, healthcare brands are slow to adapt to cultural behavior shifts. Thus they fail to fit into people’s lives where and...
View ArticleEmotional Marketing: Successfully Affecting Behavior Change
We talk a lot these days about emotional marketing. Perhaps the most surprising thing about this is that we ever imagined marketing wasn’t emotional. But we did. There’s a rich history. In fact, we’ve...
View ArticleFinding Your Social (Media) Niche
Social media and medical practice are experiencing a convenient collision of capability and need. Time-starved healthcare professionals need an efficient, trusted way to communicate and collaborate...
View ArticleThe Secret to True Patient Centricity From Big Pharma’s First Chief Patient...
For the past couple of years, patient centricity has been a major buzzword in pharma. One Big Pharma company, however, made a concentrated effort to ensure its new approach was more than just lip...
View ArticleThe Importance of Implementing a Customer-oriented KAM Approach
The pharma industry has been forced to rethink its sales approach as hospitals, physicians, private practices and more continue to converge into connected networks such as accountable care...
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How Do You Define Value in Healthcare?
To engage leaders of prominent companies and organizations in discussion on today’s critical healthcare issues, the Healthcare Leadership Council (HLC)—a coalition of chief executives from various...
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What Do Oprah, Scarlett & Medical Marijuana Have in Common? Drug Naming.
The inspiration for this article comes from Stuart Elliott. Before taking an early retirement at the end of 2014, Mr. Elliott was the New York Times advertising columnist who reported on the ad and...
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