How to use content marketing for pharma

  • Content marketing when compared to paid search, gets three times the leads per dollar spent.
  • Web sites publishing 16-plus posts a month get almost 3.5 times more traffic than businesses publishing zero to four articles.
  • 60% of marketers create at least one piece of content each day.
  • Online health seekers are overwhelmed with the mount of online health content and 85% would prefer to get all their questions answered on ONE site.
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The debate on TV vs. online pharma ads

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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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Oncology DTC: Overpromising & Under delivering?

  • Oncology DTC ads promise a lot, but the therapies are not right for everyone.
  • Many of these treatments bring risks of painful — even life-threatening— side effects and carry total price tags pushing $1 million.
  • There are few objective guideposts to determine which patients should get which treatments, or even undergo genetic testing to determine whether they are among the minority of patients who might benefit substantially from immuno-oncology medicines. (Source:STAT News)

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Theranos: Biggest failure of corporate governance in history

  • Elizabeth Holmes built her company Theranos on this invention she named the Edison. A miniaturized blood analyzer that would disrupt the $60 billion lab testing industry dominated by giants LabCorp and Quest Diagnostics.
  • By February 2015 the Theranos fairytale was about to unravel publicly.
  • John Carreyrou, the Wall Street Reporter who broke the story on Holmes and Thernos said “She (Homes) is a pathological liar. She wanted to be a– celebrated tech entrepreneur. She wanted to be rich and famous. And she wouldn’t let anything get in the way of that.
  • For the media, Elizabeth Holmes’ story proved irresistible: a bright young woman revolutionizing blood testing, in Silicon Valley no less. Fortune magazine put her on their cover. Forbes named her one of the richest self-made women in the world. Time selected her as one of its 100 Most Influential People.
  • To this date, most people in the media are not being held accountable for their part in building up Ms Holmes without asking tough questions.

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