About Richard Meyer

Passionate, award-winning Marketing and Media Executive with an MBA and 15+ years success implementing cutting-edge strategies. Career highlights include driving development/launch of a groundbreaking e-Marketing branding initiative for Eli Lilly product Cialis that led to Website becoming #1 online pharma destination (and #1 in prescription conversions), increasing leads 30% and ROI 38% for $1B manufacturer Medtronic

Medical Science Liaisons (MSL’s) provide a valuable service but…

  • The Medical Science Liaison (MSL) is a specific role within the pharmaceutical, biotechnology, medical device, CRO and other healthcare industries.
  • MSLs have advanced scientific training and academic credentials generally consisting of a doctorate degree (Ph.D., PharmD., M.D.) in the life sciences.
  • MSL’s can talk off-label with KOL’s but only if the physician initiates the discussion.
  • Pharma usually applies quantitative metrics to MSL’s which may deter their value.
  • They are usually overburdened with meetings and conference calls.

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Until pharma learns to “think digital, ” they will stuck in the past

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Biogen moves the goal posts

  • Eisai and Biogen posted promising data for BAN2401 that lifted its stock and had the pharma trade publications talking breakthrough.
  • But there is a lot of controversy swirling around the study.
  • It seems that Biogen may have moved the goal posts to gain more favorable data endpoints.
  • It’s not about patients, it’s about the stock price and getting investors on board.

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Freeze on drug price increases won’t effect patients

  • Several pharmaceutical companies have recently said they’ll delay some of their price increases, under pressure from the Trump administration. But hospitals have made no such concessions, even though they make up a much larger share of total health care spending.
  • Pfizer, Novartis, Merck and other drug makers have said they will delay, freeze or roll back price increases on some of their medicines. Experts largely dismissed those pledges as political bandages with little real effect on patients’ pocketbooks.
  • Drug pricing is the political controversy of the moment, but hospitals cost the health care system far more.  Retail drug spending represents 10% of U.S. health care spending, while hospital and doctor services consume about half of spending.

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Will pharma get digital?

  • Only 3% of healthcare advertising is spent on digital.
  • Pharma websites are not designed to engage users they are there to strictly inform people about the advertised drug.
  • An estimated $7.4 billion (£5.5 billion) was wasted on display ads alone in 2016, a figure that will rise to $10.9 billion (£8 billion) by 2021, according to Forrester.
  • Before serving an ad, marketers must gain insight on target audiences. Many take a “spray and pray” approach, hoping to drive performance success.
  • According to AdWeek, only 14% of marketers whitelist sites, with 52% estimating that 10-50% of their marketing spend is lost to fraud.
  • More than half of paid programming impressions are probably fraudulent , while under even the best-case scenario, one-third of those impressions aren’t viewed by an actual person.

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