Talking about what others are afraid to say
Every few months, someone on a brand team asks me some version of this: “How big does our patient population have to be before TV makes sense?” I wish there …
Is Your Patient Population Big Enough for TV Ads? Read More
I want Medicare for All. I’ll say that up front. But the longer I look at how health care money moves in this country, the less I believe it’s coming …
Why We Probably Will Never Get Medicare for All Read More
Picture a Tuesday afternoon. A woman in her forties sits in her car in a parking lot, engine off, phone in hand. She just left an appointment where a doctor …
Do Pharma Marketers Understand What It’s Like to Be a Patient Today? Read More
Most pharma DTC dashboards are great at telling you what happened on the website and terrible at telling you what happened in the exam room. Someone sees your ad on …
How Pharma DTC Marketers Should Really Measure Campaigns Read More
Yet again, a study finds that doctors who are paid or given gifts by pharma companies are more likely to prescribe more drugs from those companies. Of course they do. …
Are Doctors Prescribing More Due to Pharma Influence? Read More
Hospitals, pharma companies, insurers, and PBMs have created a healthcare economy where everyone gets paid more while employers and patients struggle to keep up.
Healthcare Pricing Crisis: Why Costs Keep Rising Read More
Pharma marketers need to have an uncomfortable conversation, and it starts with two words that have dominated media planning for decades: reach and frequency. These concepts, while fundamental to understanding …
Pharma’s Obsession With Reach and Frequency Is Hurting Its Brands Read More
Despite all the “trade magazine” awards, pharma DTC struggles compared with other industries. Too many use the excuse “we’re a regulated industry.” Plenty of heavily regulated industries produce work people …
Why Pharma DTC Struggles: A Marketer’s Perspective Read More