Sales & Marketing

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.

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.