Sales & Marketing

New prescriptions for antiviral treatments get huge boost due to H1N1 epidemic. Numbers exceed those seen during this year's influenza season, and the numbers are climbing.

Despite the downside in ad spend, an upside remains in the digital space that's wide open for exploration.

In an era of shrinking marketing budgets, increase ROI with behavioral science-based marketing.

Pharma marketers face a crisis in digital media. But there's a way to turn it around.

Marketers must stress that maintaining good health behaviors is one of the best things people can do to survive a down market.

Ortho-McNeil is reaching out to the adult ADHD segment through the popular social networking site. The plan is to grow followers through education and unbranded information. Pharm Exec takes a look at the new site.

After last week’s flurry of FDA warning letters directed at companies marketing through search ads, industry is left wondering what can be done be done to target patients online?

Rather than ignore its aging mini-stroke medication Aggrenox, BI has shifted marketing to education by launching an unbranded site dedicated to informing sufferers about transient ischemic attacks, better known as TIA.

There's a temptation for companies to view predictive markets as a silver bullet. Can crowds actually do a better job than "experts," or is that viewpoint more of a fad than a foundation for accurate future forecasting?

The days of pharma sales reps going office-to-office with samples and brochures are done. These days, they need to turn their attention to payers, pharmacists, and consumers

How one conversation between a woman and her physician can make or break a brand

Big Pharma is finally making a commitment to partner-based outsourcing.

It's time for pharma market research to advance science-based decisions and foster judgement calls

Now that Vyvanse, Shire's innovative ADD drug, has been approved for adults, the company needs help to quickly roll out a complex message to neurologists. Its solution: a partnership that takes advantage of GSK's CNS muscle.

With the economy in turmoil, pharmaceutical manufacturers are reassessing where and how they spend their advertising dollars.

Pharm Exec sits down with Kathryn Metcalfe, Pfizer's new vice president of corporate reputation and policy communications to discuss the new position, the perception of pharma among laypeople, and what needs to be done to boost public opinion of the drug industry.

Manhattan Research singled out type 2 diabetes sufferers and their online search patterns; it turns out diabetes patients are less likely to confront doctors about branded drugs they?ve seen in DTC ads, yet more apt to take Lipitor.

Companies are tightening their purse strings just when brand strategies need to target new audiences

To stay on top of a constantly evolving market that presents new challenges every day, product managers need to bolster branding strategies and raise their marketing IQ.

The faces (and talent!) behind the year's best ads

Marketers need to reach beyond disease awareness to spark "movement" communications campaigns

The arms race is over, and it's time to reinvent pharma sales. Here's what forward-looking companies are experimenting with-and how it's working

Two pharma companies dabble in online video in two different but effective ways. Sanofi-aventis attempts to reach patients through educational videos, while AZ calls for consumers to upload their own testimonials.

Pfizer switched agencies for its popular smoking cessation drug Chantix. While the company is tight lipped about the campaign's new direction, it looks like this may be the end of the tortoise and hare. Does this signal an end to the use of critters in pharma ads?

Exclusive Pharm Exec survey details how pharma can make virtual channels effective marketing vehicles

A new study suggests the medical professionals are more active on social networking sites than ever before. With the rise of doctor-specific Web 2.0 outlets, pharma has a new tool for reaching elusive physicians. The best part: Doctors don?t seem to mind.

One week into the new year, and word is trickling out that some large advertising firms are gearing up for heavy cuts. First out the gate is WPP, which is expected to be cutting thousands of jobs.

With the departure and retirement of two-thirds of Donahoe Purohit Miller, the middle child has rebranded itself Purohit Navigation and is going after the pharma market as a one-stop-shop for all its branding needs.

The graphic novel emerges as a versatile, effective medical education and marketing tool

With no formal fair market value guidelines imposed by the government, how "fair" is it for pharma to play by the rules?