Alzheimer’s will affect 11 million people in the United States by 2040. The amyloid hypothesis holds that sticky plaques and other so-called amyloid-beta proteins build up in the brain and prompt changes that cause Alzheimer’s disease’s cruel decline, gradually stealing a person’s mastery of everyday life, cherished memories, and, finally, their sense of self. But are we sure?

The number of TV ads for new prescription drugs is increasing, and the audience(s) aren’t paying any attention. It is more than a matter of mistrust; DTC marketers want to make a name for themselves by listening to agency people who are only interested in getting awards. There is too much turnover within DTC marketing, and new managers are clueless about the changes that have taken place in the current environment.

The traditional focus on profit has long been the driving force behind many decisions in the pharmaceutical industry. While financial sustainability is essential, an overemphasis on profits can overshadow the primary mission of healthcare: improving patient outcomes. As we navigate an era marked by rapid advancements in medical science and a heightened awareness of patient needs, we in the pharmaceutical sector must shift our perspective. We must become the catalysts for change, steering our organizations towards a more patient-centric approach.

Targeting small patient populations presents unique challenges and opportunities. With the rise of personalized medicine and orphan drugs, it’s crucial to develop tailored strategies that ensure the right patients receive the right treatments. Here are some effective strategies for pharma marketers to target small patient populations successfully.

The allure of television advertising is undeniable. With its broad reach and high visibility, TV seems like an attractive medium to showcase new drugs and treatments. However, television advertising may not be the best approach when it comes to medications targeting small patient populations. Here’s why pharma marketers should reconsider TV ads for such niche markets.

Few entities have as significant an impact on drug costs in the intricate web of the American healthcare system as Pharmacy Benefit Managers (PBMs). Established to streamline drug benefits for insurers and employers, PBMs have evolved into powerful intermediaries with substantial influence over which drugs are covered and at what price. The job of the P.B.M.s is to reduce drug costs. Instead, they frequently do the opposite. They steer patients toward pricier drugs, charge steep markups on what would otherwise be inexpensive medicines, and extract billions of dollars in hidden fees.