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
POST 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
As 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