Sales & Marketing

Answer 12 key questions to determine if your brand team is leveraging today’s winning competitive strategies and actions.

It’s safe to say content marketing is here to stay, writes Peter Houston. So what is pharma doing with it?

Increasingly, media and marketing companies are looking to online video to rescue shrinking advertising rates and capture coveted social traffic. Peter Houston reports.

Gary Kaplan offers surveying tips to help identify both tactical and strategic initiatives required for a true key performance indicator.

Patients are buried in content, so it must to grab a share of the narrow bandwidths that they possess, writes Casey McDonald

Last month Microsoft bought LinkedIn. What does this mean for pharm execs using the platform? Peter Houston reports.

A new educational and potential prognosis tool for the treatment of multiple sclerosis shows how an accessible, easy-to-see visualization of disease state can serve as the threshold for fresh clinical insight-all geared to the individual patient.

Is Snapchat just for the kids, or should pharma marketers be taking it seriously as a media platform? Peter Houston takes a look.

Pharm Exec’s 10th annual Brand of the Year is Bristol-Myers Squibb’s Opdivo, which has raced into the lead position in the treatment-shifting immuno-oncology space behind launches in three key cancers-melanoma, lung, and renal.

An “how to” primer for life sciences companies on applying end-to-end evidence strategies in demonstrating product value.

Facebook is the number one social-media network for businesses. Peter Houston asks, How can pharma stay relevant in the feed?

In many life situations, it’s difficult to be hopeful. But at SxSW Interactive last week, it was difficult to be pessimistic, writes Bill Drummy.

The challenges facing the ad industry and big Pharma are remarkably similar-a point driven home by four distinct themes at this year's 4A's Transformation conference illustrate.

Twitter, ten years old today, has earned a seat at the top table of digital media. But exactly where it sits for marketers remains somewhat uncertain, writes Peter Houston.

Pharma is no stranger to multi-channel marketing, but, according to Novartis's Panos Papakonstantinou, the industry still isn't getting it right.Pharma is no stranger to multi-channel marketing (MCM), but, according to Panos Papakonstantinou, Novartis's Head, Digital Commercial, Europe, the industry still needs to perfect its approach to MCM. Pharm Exec met up with Panos at last week's eyeforpharma Barcelona event to find out what needs to be done. 

Where pharma marketers may fear to tread, many general marketers rush in to bet on the latest rising star without a clear idea of where it’s heading. For wiser heads, Peter Houston reviews the digital and social channels that have been delivering for a while and look likely to stick around.

The power of a second brand in the evolving global healthcare market, write Ram Subramanian and Dr. Rehan Baqri.

Companies must design local commercial models that enable them to deliver value stories tailored to the specific needs of organized customers and the characteristics of local ecosystems, writes Paul Darling.

The “seven significants” for brand planning in 2016 that pose the best chance for stable footing amid the seismic state of today’s ever-changing healthcare landscape.

In the consumer’s eye, the one thing worse than annoying internet ads is the widely held belief that too much personal information is held online when it comes to online marketing. Graeme Hutton reports.

The traditional commercial sales model in biopharma of deploying teams of reps to call on physicians is broken. Here, Stephen J. Donnelly outlines a new approach.

Defending pharma and health director-to-consumer advertising is a top 2016 priority for the 4A’s industry trade group. Mollie Rosen reports.

The eight trends brought on by “once-and-done” interventions that may transform thinking around healthcare marketing.

Three days at TEDMED has convinced Bill Drummy that a dramatic shift in your definition of what’s possible is not only re-energizing, it can also help you approach your biggest problems in ways you would have never otherwise considered.

Physicians who show true empathy for their patients tend to have better outcomes. Their patients stick to treatment plans, heal faster, and have fewer hospital readmissions. The same principle applies to pharma companies trying to market to physicians, write Pratap Khedkar and Malcolm Sturgis.

Healthcare agencies are being given a place at the table at ad industry’s top award shows. And while not close enough to rub elbows with the Don Drapers and Peggy Olsons of the ad world, at least they’re being invited, writes Marylyn Donahue.

The advantages for brand teams in leveraging independent agencies in their campaigns.

After months of anticipation, pharma marketers continue to wait for FDA to update its policies governing sponsor communications involving unapproved drug uses. Jill Wechsler reports.

The best approach to getting global brand campaigns to work all over the world