Share on Pinterest
Share with your friends


Contrarians POV

The ROI of patient empathy

empathyKEY TAKEAWAY: DTC is meant, at its basic objective, to get patients to ask for and fill a prescription for your product but today that’s not enough. Pharma needs to think beyond “marketing” and be more empathetic to patients who become lost in a world where healthcare is in transition. Continue reading »

Christmas Week in pharma

Unknown.jpegOn this Christmas week in pharma remember that despite all the negative media that we still are doing a lot of good things and helping patients live longer and better quality of lives. Continue reading »

10 Principles that pharma must take to heart

2921335-MAs a recent headline in Forbes said “even when pharma does good things they still take heat”.  The reasons for this are because trust is not earned by saying something or even doing something good; it is earned over time via consistent actions that makes people take notice.  In my opinion too many pharma companies have not learned that people have a way of getting to the real truth via the Internet and anyone with an Internet connection is today’s journalist.  Here are 1o principles that pharma needs to live by everyday to earn back the trust of consumers and physicians. Continue reading »

A dramatic shift in DTC marketing?

screenshot_64KEY TAKEAWAY: The distance between “awareness” of a health condition/new prescription drug and actually requesting an Rx for that product is increasing due to low trust in pharma, the ACA and insurers who are dictating which treatments are reimbursed. Continue reading »

DTC 6 to 1ROI?

imagesKEY TAKEAWAY: Whenever someone from an agency tells you that a DTC campaign generated an ROI of 6:1 my advice is to look hard at both how they calculated the ROI and how much their program actually contributed to the ROI of the ads. Continue reading »

Reality of mHealth start-ups

Unknown-1KEY TAKEAWAY:A central theme in today’s tech industry is that start-ups, which promise to disrupt lucrative businesses,  become valued on the basis of fantasies about their potential rather than present reality. Investors are so keen to get a piece of any sexy-sounding startup that they lap up entrepreneurs’ hype—and anyone who asks awkward questions risks being cut out of the funding round in favor of someone more trusting. Continue reading »