Sales & Marketing

With healthcare professionals and patients now collecting much of their information online, there is new opportunity for “digital opinion influencers” to amplify traditional KOL messaging-or create their own.

With the patient voice growing louder in all aspects of the drug development and commercialization journey, Pharm Exec examines some of the current industry thinking on the evolving pharma-patient relationship.

A panel of biopharma executives discuss market access and the changing dynamics in reaching physicians and healthcare professionals.

As digital technologies transform drug development and marketing, a retooled medical affairs function can be a competitive differentiator, write Loic Plantevin, Christoph Schlegel and Maria Gordian.

Multi-channel marketing manager Adi Borovick discusses the implications of compliance for marketers in a world where new technologies being created every day.

In its 11th annual feature, Pharm Exec breaks a bit from the norm, to instead profile five products that are shining the spotlight on five critical and highly debated aspects of healthcare and R&D at the moment.

Experts say knowing how to lead in uncertain times and being open to change is just as important as a degree.

With this year marking our 11th installment, we look back on Pharm Exec's first 10 Brands of the Year-why they were chosen and the challenges, changes, and successes since.

The absence of pharma brands on social media creates a significant void of reputable healthcare information to aid patients, writes Dawn Lacallade.

Study examines why a pharma brand’s early sales are not a trusted predictor for total lifetime value-it’s about driving waves of growth.

New DTC campaign for its vaccine Zostavax uses a more serious, personal messaging approach-as pharmas look to close the conversation gaps between patients and healthcare providers.

Charles Benaiah, CEO of New York's watzan, tells Pharm Exec that the key to effective social media marketing is personalization.

A review of some of the sales strategy insights on offer at last month’s eyeforpharma Barcelona event.

In-market experimentation is the best way to address the challenge of pitching brand leaders on new ways to reach their target population through digital and other non-personal channels, write Scott Beauchamp and Michael Calamari.

Stan Bernard outlines the seven ways for pharmas to ensure successful execution of action steps following brand ‘war games’.

Many big pharma companies have been wary of social media. But if you truly want to be customer centric you do need to be in dialogue with your customers - and social media can allow that, writes Will Simpson.

What many in our industry may overlook as they try to identify some new trend are the changes that move below our feet. And they have the potential to disrupt even the most thoughtful marketing plans, writes Al Topin.

In the brave new world of personalized medicine, there are concerns that the one-drug-fits-all mass-marketing approach of the past won’t work, writes Peter Houston.

It's time to take advantage of a nascent technology embrace taking hold among market insights professionals, writes Janet Kolsoff.

Novartis and Bristol-Myers Squibb were among the companies honored with Prix Galien Foundation “Discovery of the Decade” Awards in New York last week.

A practical roadmap for pharma brand teams in avoiding the pitfalls in statistical thinking when appraising and presenting data.

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