Sales & Marketing

With digitalization enabling patient engagement with their own health experience more than ever before, two critical elements will steer pharma’s advertising path.

Overcoming the challenges of digital brand management will involve choices in spending and channels.

How “patient influencers” look beyond price to help the industry evaluate newly-launched brands.

It’s just as hard to make treatments look good to physicians as it is patients-but communicating through entertainment can be done.

As marketers mine for insights, they need to be keenly aware of the behavioral biases that can undermine their efforts, writes Kunsan Kim.

In Part 4 of a 4-part series on brand teams, this article discusses the tactics brand teams and partners should follow to improve medication and persistence.

FDA is moving slowly in liberalizing off-label communications amid outrage over opioid promotion.

And ways pharma can help overcome these hurdles-and boost compliance rates across the full durations of treatment

Brands that wish to overcome prior authorization (PA) challenges should work with service providers that generate high approvals on submitted PAs and drive more submissions from prescribers, writes Dan Rubin.

Scott Freeman explains how advances in digital entertainment technology can be leveraged to engage healthcare professionals.

Curant Health directors discuss the barriers faced by patient adherence and what the industry can do to improve.

Innovations in consumer genetic health are rapidly advancing-and pharma commercial thinking needs to catch up.

Molly Harper, vice president of commercial development at Akcea Therapeutics, outlines best practices for this unique group of therapies

Vickie Andros and Jake Caines discuss how to identify and overcome barriers that keep prescriptions from getting to the pharmacy, and most importantly, to the patient.

But how much better would our creative be if we took the time to really listen to what our clients are saying – and what they are not saying – rather than reading between the lines of an RFP?

Shared understanding of both risks and benefits to all parties in the healthcare continuum is essential in order to deliver more value, write Vickie Andros and Jake Caines.

This post highlights the benefits of a new IT favorite for healthcare marketing, trigger emails.

Consumers of life sciences products are reluctant customers, and this reluctance can turn into non-compliance. Organizations and providers need to understand patients at a human level, and what will motivate them to stay with a treatment plan, writes John Pagliuca.

With over 70 companies manufacturing immediate-release opioids in the United States, federal regulators may look to limit, or at least impose greater control over, marketing as a strategy to reduce the prescription, and more specifically, the improper and/or over-prescription of opioids.

Bagrat Lalayan presents an overview of osteoporosis treatment market and offers vision for future business strategies.

Innovation by itself won't solve the complex multichannel challenges pharmas face.

Paul Meade and Mark Schoeman describe the determining factor driving effective relationships between medical science liaisons and key opinion leaders.

Abigail Bernardi explains how a better understanding of connections among practitioners on care teams helps sales reps build relationships while benefitting a company’s marketing efforts.

Organizations can now confidently leverage social media and messaging platforms to market and share content, writes Dawn Lacallade.

The internet giant’s latest service may also be another piece of the company’s pharma puzzle.

The status quo pharma marketing model is still relied upon by the big brands, not because the results are amazing, but because they are predictable. It's time to challenge convention, says James Talerico.

Healthcare companies are overwhelming physicians and hospitals with brand messaging overlap. Let’s use data science to fix that, says Kevin Troyanos.

This article discusses email marketing opportunities through the lens of 1999's dramatic comedy, She's All That.

To get their messages out in this age of polarisation and "too much information", marketers need to shout louder, have a more dramatic point of view and gather a league of similar advocates to succeed. Al Topin sees the solution in common sense and courage.