What’s important to pharma CEOs?

KEY THOUGHT: According to the Times “We’re in a world where we need leaders to improve the state of the world, not just the state of the bottom line,” Marc Benioff, the co-chief executive of Salesforce, said in an interview. “Every C.E.O. has this on their mind right now.” Does this apply to pharma CEOs?

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The American healthcare system is unsustainable

PONTIFICATION: The headline read “Health Care Costs Are Eating Us Alive, A New Survey Shows”. In the past 10 years, the average premium for job-based health insurance that covers a family has risen 54%, to $20,756. Moreover, the amount of that premium workers pays for family coverage has increased 71%, to $6,015. Simply put: this is unsustainable.

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Should pharma adjust the DTC media mix?

KEY THOUGHT: Shifting more dollars into digital marketing might sound like a good idea but on average, American adults spent over 5 1/2 hours a day watching video, 4 1/2 of those hours were with traditional broadcast television. TV is still the predominant channel to create awareness but the Internet drives conversion if it’s aligned with the product life-cycle.

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Do agencies bear any responsibility for low in Americans’ net ratings of the pharma industry?

KEY IDEA: Ad agencies have had a trust problem since a 2016 study by the Association of National Advertisers revealed illegal agency rebates and other misuses of clients’ money. Do agencies have a duty to “push back” against bad marketing decisions at the expense of possibly losing clients?

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Even if ALL prescription drugs were free we’re still in trouble

KEY IDEA: America’s expanding waistlines are causing health spending to spiral out of control. Obesity-related illnesses consume nearly a third of the nation’s health-care dollars An obese adult uses 42 percent more health care than a healthy-weight adult, and a morbidly obese adult uses a staggering 81 percent more, according to the Robert Wood Johnson Foundation. Until we start fighting this epidemic, the nations’ healthcare costs are going to continue to climb.

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What effect will industry ratings have on pharma digital marketing?

THE KEY IDEA: Gallup recently posted the results of a poll that showed “the pharmaceutical industry is now the most poorly regarded industry in Americans’ eyes, ranking last on a list of 25 industries that Gallup tests annually”. It would be naive to believe this won’t affect our digital marketing.

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The ephemeral vision of digital pharma

KEY THOUGHT: I am very disappointed, again, in the Digital Pharma conference that just took place. I would have hoped that the people presenting would have acknowledged the elephant in the room, but they ignored him. How can we expect the industry to change of we can’t even understand that pharma, right now, is in a crisis?

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