Sales & Marketing

Gary Lyon explores the role and impact of three elements of marketing planning that drive business success: Segmentation, Targeting, and Positioning.

Sharon Callahan, this year’s Healthcare Businesswomen’s Association Woman of the Year, has built a career defined by an entrepreneurial drive to advance medical communications-and a commitment to breaking down barriers in the workplace and beyond.

Despite being the fastest growing influencers in healthcare, ad campaigns targeted at payers are often an afterthought.

Jean-Francois Denault outlines a systemic approach to evaluating the commercial viability of a product.

Clinical trials for precision therapies will require a healthy dose of education, collaboration, and data-driven decision-making from everyone involved in the process―not to mention a dedication to digital technology. Justin Grossman reports.

Creating a culture of analytics will help you get the most out of your marketing efforts, writes Justin Grossman.

Wide-ranging probes to target marketing, pricing, and access.

Kilian Weiss, Veeva Oncology Link General Manager, talks about how the Oncology Link offering has evolved and how it facilitates the process of identifying and approaching key opinion leaders.

Being more human in brand engagement doesn’t mean being less transparent

Like Facebook, many healthcare companies are trying to become more "like people", despite being anything but. They should instead prioritize transparency and engaging in knowledge-sharing with the public, writes Julia Stern,

Regulators, prosecutors shifting enforcement focus from off-label promotion to messages that raise safety issues, mislead.

Global healthcare is at a crossroads when it comes to date, clinical trials, and content marketing.

Behavioral social scientists try to understand human behavior and find ways to make people accept and adapt it. Pharma sales and marketing is no different – especially with the launch of a new product, writes Charles Daramola.

Brands should look to their agencies to be a true data-driven business partner, not just a creative partner, writes Kevin Troyanos.

Thee most effective way to train sales reps and boost their success is to consider the learner/user experience in all facets, in every training encounter, and on each training platform, writes Shaun McMahon.

With specialty companies getting smarter in applying their big data insights to product marketing, the true commercial potential of machine learning and predictive modeling may soon be within reach.

The marketing challenge for pharmaceutical companies has now shifted to "How can we successfully and cost-effectively assist providers in orchestrating better care?" William Febbo reports.

The Senate has approved several multi-agency budget bills for the coming fiscal year that boost funding for FDA and the NIH – and include a contentious provision that requires biopharma companies to disclose product prices in direct-to consumer advertising.

Just as biopharma companies are mastering the complexities of the five-year-old federal Open Payments program, state governments are enacting a host of additional marketing and disclosure rules and restrictions on industry interactions with health care professionals.

Commercial leaders can boost product launches with a data-driven roadmap.

Provider data delivers insights into customers and drives decisions about where to focus resources, providing opportunities for sales and marketing in life sciences.

Outlining a real-world example in which building and operationalizing a patient- and customer-centric commercialization strategy drove a successful launch from a “standing start.”

By exploring how social marketers think, pharma can unlock tried-and-tested ways to bring measurable value to their patients, writes Patrick Ladbury and Oliver Childs.

From persistent identity to cloud marketing driven by AI, managing holistic experience is now the hallmark of brand leadership. Croom Lawrence and Kent Groves explains how people-based marketing plays a key role.

Laboratory testing has become a critical access point for sales teams in the age of personalized medicine.

If companies are serious about building a sustainable organization for their employees and becoming a partner to key accounts, they need to be prepared to remodel their whole business around it, writes Miranda Wheatley Price.

With so much information readily available companies have lost a significant level of control over how and when details about their progress in drug development and planning related to approval, launch, and commercialization are disseminated.

A customer "episode" is a key unit of management that can produce significant growth and cost savings, writes George Eliades.

In its 12th annual feature, Pharm Exec builds on the revamped approach it introduced last year in spotlighting notable biopharma brands, profiling a new round of products that are making waves in five key areas in healthcare and R&D.

Digital attribution models have transformed the way e-commerce companies measure and optimize ad spend along the path to purchase. So why have medical marketers been slow to adopt them? Kevin Troyanos reports.