POST SUMMARY: Taking risks is important for innovation yet when several hundred professionals were asked what would happen if they developed and tried “new and untested ideas,” only 17% said that such behavior would be rewarded or approved – 47% said that the reaction from their superiors would be “unpredictable.” Nowhere is this more true than within pharma marketing.
Category Archive: Working in the industry
POST SUMMARY: The easiest way to make a small biotech company less competitive is to transform the organization yo big pharma with recycled pharma people and a culture of meetings to spread decision making to employees whose self interests outweigh patients’ needs.
POST SUMMARY: The exodus of new media pioneers from pharma is leaving a severe talent gap within the industry that can’t be filled only by agency people. If this trend continues pharma DTC marketing will continue to be left behind as consumer marketing evolves.
POST SUMMARY: As labor day approaches the biggest challenge for the pharma industry continues to be holding on to experienced and talented marketers who take the view that patient centered marketing is essential.
POST SUMMARY: While consolidation continues within the pharma industry, there are opportunities for agencies to win more pharma business and become strategic partners, but it’s going to take a realization that the same old way of doing business is over.
POST SUMMARY: There can be no doubt that changes are needed within biopharma DTC marketing to ensure that marketing to patients and consumers remains relevant. However, as long as antiquated hiring practices and rebels are denied entry into DTC marketing the industry is doomed to see budgets cut further as senior management looks to cut costs.
POST SUMMARY: To say that 2014 has been a challenging year for pharma would be an understatement. Budget cuts are kicking in and 86% of Rx’s are now generic medications while sales and marketing budgets have hit a dead end. More than that a lot of very talented and good DTC marketing people have left the industry because job satisfaction is a lot more important than a paycheck.
POST SUMMARY: eMarketing people have to be ready to launch several versions of their product websites from approval from the FDA to full DTC launch. Here are some best practices.