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Ten Minutes to ConnectHow one conversation between a woman and her physician can make or break a brand
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The Road to Nowhere?Drug companies can do to specialists what Intel did to PC box makers: commoditize them.
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Direct to Consumer: No-Name OpportunityMost DTC marketers say education has been their primary goal all along, but that often, branded messages got in the way. Now marketers are doing something about it, as evidenced by recent increases in unbranded ads. Pharma companies are producing campaigns that more clearly encourage consumers to seek information about their conditions, rather than just running out and requesting a script from their doctors.
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Back Page: Risk AssessmentGenomic researchers are developing tools to determine whether the right patients are taking statins.
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Decoding the Disruption: Making Meaningful Marketing Out of Top TrendsSeparating the meaningful from the merely novel, Bill Drummy outlines his Top Ten digital marketing trends for 2017.
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Biopharma Business Check: Financing Review and OutlookA look at the M&A and stock market pictures for full-year 2024—and the potential strategic implications for pharma and biotech ahead.
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Track Patients, Not PrescriptionsEven though data can single out physicians with high marketing upsides, most pharma companies are doing without such high-value data.
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Meetings: Doctor ConsultationMeetings at which peripheral activities become the focal point are likely to attract scrutiny.
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A New Game Plan for Pharma HRNew dynamics are forcing the industry's human resource departments to rethink their operational game plans. The drivers-consolidation, globalization, scientific advances, public policy, and competition-have pushed HR leaders into new territory to address business needs.
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Building Common Knowledge to Get ResultsA leader can reframe a situation. By recognizing that her own perspective may be incomplete, the leader can expand her frame to include more options for action than simply repeating herself.
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Agency Best Practice in Regulatory ComplianceNO ONE REALLY KNOWS WHAT A DOCTOR IS thinking most of the time, and those of us who are patients can be happy about that. We are comforted when physicians keep their counsel until they complete an examination.
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Sampling: Crimes in the ClosetThe pharmaceutical industry devotes more of its promotional budget to samples than anything else, unless you count the army of sales representatives that delivers them. This year, the average wholesale price of samples passed out to doctors will approach $15 billion-roughly twice the value of samples five years ago. And although few in the industry have come to grips with it, the federal regulations governing this enormous investment have undergone drastic changes.
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Key Opinion Leaders Interactions with PharmaData suggest that pharma companies engage the same key opinion leaders on assignments in three to seven departments or product groups at once.
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Meeting Unmet Medical Needs: The Disparity DilemmaThe US drug regulatory system fails to address the country’s most urgent medical needs with the resources appropriate for the task. But change is possible, say Christopher-Paul Milne and Kenneth I. Kaitin.
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Vaccines: Market on the ReboundMergers have cut the field of companies with real marketing and manufacturing muscle from 25 to five. The 2004 vaccine market will double by 2009.
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Why It’s Time to Get Smarter about Content Management and Document ProductionStructured authoring is an approach that has eluded life sciences, limiting firms’ ability to transform routine regulatory processes. But this could all change, writes Romuald Braun.
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Knowledge-Based Outsourcing: Driving Deeper InsightsTracking, monitoring, and trend evaluation is not enough. Companies must now do more than assess what happened and why.
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Protecting IP Throughout the Product LifecycleNow that patents on several blockbuster drugs have expired, the industry-feeling the pinch-has focused its attention on intellectual property. Because every additional month of market exclusivity can mean an extra $50 million or more in revenue, pharma companies have gone to great lengths to block the entry of generic competition.
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Goodbye, Willy LomanThe days of pharma sales reps going office-to-office with samples and brochures are done. These days, they need to turn their attention to payers, pharmacists, and consumers
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Everything I need to know about pharma sales I learned in kindergartenI have been in pharmaceutical sales for less than a year, and the following are the things that I've learned.
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Legal: Jumping the PondClass actions threaten industries that deal with the public. If European lawmakers remove the restriction on class-action suits, consumers will be free to file cases. Pharma companies should take heed.
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Marketing to Professionals: DetailingWhile the typical brand invests more than $100 million in annual sales force support, it spends on average less than $2 million to determine whether the detail piece is driving prescriptions.
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Formulary Additions: The Big PictureTo get along with the CFO, drug companies need to express more data in units that a health plan can integrate into its own internal actuarial analysis. The financial decision makers at a health plan want to know how a new drug affects the value of expected claims on the whole.
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Orchestrating ComplianceProduct managers would be less disrupted if compliance activities at pharma companies were more anticipatory than reactionary.
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Dear eDiaryElectronic patient-reported outcomes tools let trial sponsors enforce recording deadlines and compliance. They help keep subjects honest.
