Focus on patients

Science vs. marketing?

guidelinesPOST SUMMARY: Researchers find that nearly 70 percent of Americans are on at least one prescription drug, and more than half receive at least two prescriptions, but why medications are prescribed should not be determined by pharma pressure on medical/scientific guidelines. Continue reading »

Engaging health seekers

sooner-or-laterPOST SUMMARY: Sooner or later biopharma marketers are going to have to engage health seekers to provide value beyond posted static information.  It’s not going to easy and there are sure to be some bumps along the way, but it’s the only way for DTC marketing to stay relevant. Continue reading »

It’s 2015! What’s new in healthcare marketing?

2015 healthcare marketingPOST SUMMARY: While few would dispute that the pace of innovation has picked up, the outlook varies from one company to another — and many appear to be relying more on mergers and acquisitions than homegrown R&D to deliver new products. A record $250bn worth of deals was struck in 2014, and bankers and executives predict more this year as companies tap plentiful cash and cheap credit. But, eventually there won’t be as many companies to purchase and once again the focus is going to turn on marketing to meet sales goals. Continue reading »

What patients want from healthcare

UnknownPOST SUMMARY: I spent a lot of time this year leading qualitative research along with analyzing quantitative research.  I keep all the research report findings in a binder and while it’s true that a lot of the insights can’t be applied across all health conditions there are some common needs/wants.  Here are some of the most common..

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The conversations of online communities

action on rxIf pharma companies do not join the digital dialogue and influence the conversation, they will lose an opportunity to shape it, and they may be put on the defensive trying to refute the statements made by those that do take part. Continue reading »

Pfizer misses the mark with humor

offthemarkPfizer is adding humor to the battle over the post-menopause prescription market. Launched last week the “Let’s talk about change” campaign is a departure from the company’s recent “Tune into Menopause” campaign that featured Kim Cattrall.  As someone who has sat in a LOT of research with women this YouTube video really misses the mark. Continue reading »

Time to ditch ROI discussions for DTC Marketing

ditchroiPOST SUMMARY: It’s hard to have a meeting to discuss new DTC marketing initiatives without the dreaded ROI discussion. I understand that the current business environment in biopharma is about creating customers, but the problem is that consumers today don’t want to be sold.  If you really want to closer to your customers, find ways to help them make better healthcare decisions and get good credible health information. Continue reading »

Pharma knows you better than you think

imYLDb8xkhyoPOST SUMMARY: Drugmakers and Internet companies are quietly joining forces to link U.S. pharmacy records with online accounts to target ads to people based on their health conditions and the prescription drugs they buy but what do patients have to say? Continue reading »

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