Will biopharma ever lead in digital marketing?

GetImageKEY TAKEAWAY: Digital leadership means taking risks to help patients chose health care treatments, but biopharma’s processes often prevent risk taking at a time when patient’s have more health care treatments and informational resources to help them chose treatments. Continue reading »

Patient insights have to be integrated quickly

UnknownKEY TAKEAWAY: In an unpredictable healthcare marketplace with little flexibility and short-lived advantages, you win by adapting to change faster than others. You should be continually experimenting and identifying new options faster and more frequently. Test new ideas and then drop what doesn’t work and scale up what does. Continue reading »

Do DTC marketers understand effective frequency?

imagesKEY TAKEAWAY: In advertising, the effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful. It would seem that a lot of brands don’t understand effective frequency as the same ads run again and again. Continue reading »

Is DTC marketing still relevant?

ListenKEY TAKEAWAY: DTC marketing has to evolve beyond TV spots and a product website to be effective because patients have too many treatment choices and aren’t scheduling appointments with doctors just to ask for an Rx. Continue reading »

Online ads becoming less effective

UnknownKEY TAKEAWAY: According the Columbia Journalism Review some 47 percent of US internet users now utilize ad blocking software. Consumers are, the study says, annoyed with “advertising and the interruption it causes to their reading experience.” Focus group participants seemed to particularly hate ads that surfaced based on browsing history. As one woman put it, “Online ads are obtrusive, obnoxious, annoying.” Continue reading »

Market conditioning for a naive drug

InsightKEY TAKEAWAY: Market conditioning for new drugs to treat new health problems need to do more than focus on the drug; they need to establish a clear need that focuses on overall patient outcomes and show a clear defined need. Continue reading »

Help Wanted: DTC Marketing

UnknownKEY TAKEAWAY: Two new DTC campaigns, intended to raise awareness, are questionable to say the least and are based on DTC of over 12 years ago. Is DTC marketing that devoid of talent? Continue reading »

Physicians’ biggest digital health concerns

images-2KEY TAKEAWAY: Doctors are not convinced that digital health can deliver on all of its promises. Among the concerns are being compensated for time emailing patients as well as patients being misdiagnosed via online consultations with doctors who aren’t aware of their medical history. Continue reading »

The biopharma organization has to change

graphicKEY TAKEAWAY: Biopharma companies cannot meet the challenges of empowered patients and  other changes in healthcare by continuing down the same path.  The organization has to change by reviewing all processes and ensuring that everything they do adds value to patients and customers. Continue reading »

The real faces of high drug costs

UnknownKEY TAKEAWAY: Biopharma can’t just read about high drug prices in media stories, employees need to get out and listen to patients talk about how it’s affecting their treatment choices and limiting the quality of life THEY want. Continue reading »