Tag Archives: pharma

May30

The Parent Factor—How to be a Good Daughter and Pharma Marketer

Patient Doctor Thumbnail

When my mother was recently diagnosed with COPD, I thought I could help her. We had worked on the gold-standard treatment for a decade, knew the data, the leading clinicians in the field and the course of the disease. However, knowing the answers is one thing, effectively communicating them to a parent is quite another. [...]

Posted in adherence, Direct-to-Consumer, Education, Healthcare Communications, Marketing, Patient Communications | Also tagged , , , , | Leave a comment
Jan18

Consumer Electronics Show 2013 (4 of 4): The Car as a Platform

Connected-Car

This year’s Consumer Electronics Show (CES) has seen the maturation of a relatively new category of hardware and software integration: the connected car. Our cars are quickly becoming platforms the same way our computers and tablets are. Smartphones have introduced us to “app culture.” We are quickly adjusting to including these small tools into our [...]

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Jan18

Consumer Electronics Show 2013 (1of 4): Born Mobile

Born-Mobile

This year, for the first time ever, the Consumer Electronics Show (CES) was kicked off with a keynote from a mobile company. Dr. Paul Jacobs, Chairman and CEO of Qualcomm, set the tone for CES with his presentation entitled Born Mobile (full video source: http://www.qualcomm.com/ces). Here are some highlights on what he had to say [...]

Posted in Consumer Electronics Show, Digital, Health & Wellness, Healthcare Communications, Marketing, Technology | Also tagged , , , , , , , , , | Leave a comment
Nov8

Getting to Know Patient Bloggers

How can we engage with online health activists and patient bloggers? This is a question our pharma clients are asking more and more frequently. But maybe the first question we should all be asking is: Do online health activists and bloggers want to engage with pharma? Increasingly the answer is yes, but there are a [...]

Posted in Digital, Education, Healthcare Communications, Marketing, Patient Communications, Social Media | Also tagged , , , | Leave a comment
Aug2

Still Crazy After All These Years

I bought a car once because I liked the TV commercial. And I didn’t even like the car. Crazy, huh? It was those TV spots with the Crocodile Dundee guy, Paul Hogan, that made me yearn to take the wheel of the then brand new Subaru Forester. The spots had him teaming up Indiana Jones-style [...]

Posted in Access, advertising, agency life, Branding, Clients, Creativity, Great Ideas, Healthcare Communications, Managed Care, Marketing | Also tagged , , , , , | 1 Response
Jun28

Why Does The Pharmaceutical Industry Have A Promiscuous Relationship With Its Communication Agencies?

Hard to believe that in the consumer goods, financial, and motor industry sectors many client/agency relationships have lasted up to 50 years, in some cases, and in many instances average at least a decade. Compare this to the hire-and-fire approach taken by some in the pharma industry. While there are some long-standing pharma/agency partnerships, it [...]

Posted in agency life, Clients, Creativity, Global Marketing, Great Ideas, Healthcare Communications, Marketing, pitching, Strategy | Also tagged , , , , | Leave a comment
Jun7

Who Sped Up The Pitch Clock?

What is happening to pharma’s new business pitch process? It seems that recently the process has become more and more compressed. Major partnership decisions are being made based on a one-hour presentation—which is based on the agencies often being given only two weeks to prepare a full pitch, including brand strategy and creative. While I [...]

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May1

The Most Powerful Word in a Strategist’s Vocabulary: NO!

In the simplest of terms, strategy is about choices. And with choice comes the difficult task of saying no.  The converse is much easier. Saying yes, as a consensus builder, helps makes the process easier. But the result is often tragically deficient in both focus and execution. So next time you’re faced with choices, you [...]

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Apr12

Specialty Pull-Through (It’s Not The Pull-Through We Grew Up With!)

As pharma companies continue to fight a more generic market and strive to maximize their access, the one term you hear time and time again in brand marketing circles is “pull-through.” For the past 15 years, pharma has viewed pull-through as the art of maximizing preferred tier status at a health plan—usually the result of [...]

Posted in Access, Branding, Managed Care, Marketing, Reimbursement, Strategy | Also tagged , , , , , , , , , , , , , , , , , , , | 1 Response
Mar15

Are Centralized Global Marketing Activities the Way Forward for the Pharma Industry?

As pharma companies increasingly come under both financial and human-resource pressures, the trend is to create global central campaigns with minor local market adaptations. The growing emergence of generic competition is emphasizing the need for even greater brand loyalty among healthcare professionals and consumers. For these reasons, there is good rationale for pharma to both [...]

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