Sales & Marketing

What does a challenger brand need to do?

The best way to grow in the pharma industry is to think small.

Reaching skittish consumers through objective, storydriven information is digital marketing's hottest digit. But applying this consumer phenomenon in Big Pharma presents some unique challenges, writes Peter Houston.

Al Topin on redefining your ad agency's role in today's complex pharma market

List pricing strategies that diverge from these approaches without "hitting the cliff".

The slow evolution toward a state of grace in tracking ROI for digital promotion.

Take a page from the consumer marketing playbook and promote a product's advantage and why it should matter to the customer.

What can happen when reps focus on the physician-patient conversation? Al Topin reports.

Don't underestimate the importance of the first line manager.

Doctor-patient conversations aren't always what we think-this basic interaction represents both a problem and an opportunity for today's drug marketers, writes Al Topin.

If a drug’s label is not the final word on what is true – or untrue – about a product, then who decides what can and cannot be said during a sales detail?

How to stop worrying and learn to love the data.

This year has been marked by flat to declining growth rates, but there are hopeful signs for 2013, writes Andrew Forman.

How an agency and client behave after they split speaks volumes about their culture and character, writes Al Topin.

With respect to targeting, positioning, and launching new drugs, the ACA reform stands for Adjust, Change, and Adapt.

In the digital age, physicians don't call the shots when it comes to healthcare guidance, writes Al Topin.

"Payers have evolved to become powerful global contenders with pharma for increasingly limited funding of drug budgets."

Without effective field force alignment planning, pharma companies will struggle to adapt to an increasingly challenging marketplace, writes Jitesh Rohatgi.

Why, with all the data available, is pharma so bad at getting true marketing insights to drive its business? Bill Drummy looks at how to realize the promise of "Big Data".

Since its launch two years ago, the iPad has enjoyed unprecedented success in the healthcare space. But how long can the technology captivate physicians? Dan Goldsmith and Paul Shawah report.

At its core, pharma marketing is about conversations. Dynamic, persuasive conversations between companies and healthcare stakeholders. But one time it was simple; now it's not, writes Al Topin.

New drug indications can be a brand manager's worst nightmare or a dream come true. The difference lies in the perspective and in the branding strategy.

Understanding the differences between drug and device marketing can make or break the brand's promotional activities.

This year's Ad Stars embrace creativity through the eyes of the patients. Ben Comer and Jennifer Ringler report.

Jim Currie and Baber Ghauri talk to Pharm Exec about making connections that resonate with audiences in a digital world.

Making real connections that resonate with audiences in a digital world is a fine art, especially in the heavily regulated world of Big Pharma

Pharmaceutical trade dres is an effective marketing tool that helps boost product recognition for consumers. It's worth protecting.

So far companies have only scratched the surface of the potential offered by the 'new mobile ecosystem', writes Neeraj Singhal.

Pharm Exec's Brand of the Year: Abbott's Humira

It's a disturbing irony: In an industry whose entire economic value is founded on its ability to innovate, why is there so much discomfort with the risk required for innovation. Where did the courage to innovate go?