Why is Genentech’s MS therapy CRM offline?

KEY TAKEAWAY: Enroll in the Genentech patient assistance (co-pay) for Ocrevus and you’re going to receive, via Fed-X, a booklet welcoming you to therapy. While I’m sure there is a marketing manager at Genentech that’s proud of this effort this CRM program could have been done online to provide better resources. Continue reading

Using web analytics to benchmark a drug launch

web analyticsPOST SUMMARY: Web analytics can provide a wealth of information allowing brand teams to determine if they are on target with the global launch of new prescription drugs.  By developing a digital global launch excellence template organizations can benchmark if their message is cutting through the clutter to reach consumers who are likely to ask about your product. Continue reading

To provide excellent DTC marketing marketers need the tools

trust-websiteAs I was setting up my new office I came across a framed copy of an article that appeared in Business Week about the website that  developed for the launch of Cialis.  While I am extremely proud of this accomplishment I also realize that I wouldn’t have been able to provide a great online brand experience without the right tools including managers who allowed me to lead the way into a ver competitive market.  Perhaps the biggest frustration of ePharma people is not having the support team in place to allow them to do what they do best. Continue reading

A lesson in product launches from Biogen

UnknownAccording to the Wall Street Journal article on Biogen’s new MS drug “”I’m just amazed at how much patient-driven conversation is going on—almost every single patient who comes into the office knows about it (new Biogen drug) ” said Dr. Markowitz.   Dr. Markowitz said so many patients were interested in taking the drug, which is thought to be more convenient than injectable alternatives and possibly safer than competing pills.  While this is good news for Biogen and shareholders there are some lessons to be learned as Biogen stubles a bit with the launch. Continue reading