Pharmaceutical Marketing

By Kanon Armstrong | A curated collection of articles that discuss strategic marketing topics in the pharmaceutical industry

Hospitals join drug price-fighting battalion with plans to crack down on spending

U.S. hospitals are finding creative ways to take aim at skyrocketing prices for branded and generic drugs, especially after dramatic price hikes last …

Pharma

DTC ads drive traffic to pharma websites, but drugmakers have to take it from there

Patients today are armed with more information than ever, and they're looking for active roles in their treatment. How can pharma companies make sure …

Pharma

Surprise proposal: Medicare wants to jump on the value-based pricing bandwagon

Doctors and cancer clinics are up in arms about a new Medicare reimbursement scheme that would cut their mark-ups on oncology drugs. But the Centers …

Pharma

A Structural and Cultural Transformation for a Patient-Focused UCB

Pharma has claimed patient-centricity for years, but Bharat Tewarie, EVP & Chief Marketing Officer at UCB, points out, “Everyone talks about it, but …

Janssen Leads on Patient-Centric Innovation

Janssen Healthcare Innovation, an entrepreneurial group within Janssen, the Pharmaceutical Companies of Johnson & Johnson, triumphed at last year's …

Deloitte Suggests Attempts to Move “Beyond the Pill” Successful

Looking ahead to 2016, global consultancy firm Deloitte throws the spotlight on three key issues for pharma companies as they enter the New Year: …

How to Achieve Digital Pharma Marketing Results: Dealing with Disruption

"Disruption creates opportunity for those who embrace change," begins the blurb for the book <i>RESULTS: The Future of Pharmaceutical and Healthcare</i> …

Disruptive Business Models In Life Sciences

Overview<p>Key Findings<p>Recommendations<p>Kenneth Munie<p>Managing Director — Accenture Strategy <br>Digital Disruption Lead<p>Kenneth Munie is a Managing Director in …

Life Sciences

Life Sciences Application & Software Strategies

Overview<p>DOWNLOAD THE PDF [PDF, 984KB]<p>Key Findings<p>Analysis<p>Digital is redefining how applications are created, how they incorporate and manage …

Life Sciences

Celebrities + Social Media: Balancing Benefits and Risks

The worth of a celebrity brand spokesperson such as Phil Mickelson is based on the free publicity -- press coverage -- the celeb can generate, …

The Power of Patient Input: How FDA Learned to Love & Approve Addyi

Patients are beginning to play a much bigger role in all aspects of the pharmaceutical enterprise from drug discovery to clinical trials to FDA …

Discussions on digital: The mobile present and future

In a wide-ranging discussion, several Silicon Valley leaders discuss the next frontier for mobile, what factors influence conversion on different …

Mobile Marketing

Speed and scale: Unlocking digital value in customer journeys

Even as organizations assemble digital building blocks for the long term, they also need short-term, pragmatic moves that meet customer expectations …

Customer Experience

Millennial men lead the charge in seeking info from pharma marketing

Men have pharma needs, too. Traditional pharma marketing strategies target women, following common marketing wisdom that women control or influence …

Pharma

What Can Pharma Learn from LinkedIn?

Many of you will have a LinkedIn account or are familiar with this popular platform. As a professional social media platform, LinkedIn provides a …

Understanding Patient Willingness to Pay

A key feature of emerging markets is that patients often have to self-fund a high proportion of their healthcare costs. For all but the most severe …

What My Burned Desk Taught Me about Pharma Growth

One day this summer I saw it; a strange burn on my desk. “What is it? And how did it get there?”, I wondered. Then the next day another one …

Introducing the Behavioral Element to Clinical Trials

According to a new study by Sylvain Chassang, Erik Snowberg, Ben Seymour and Cayley Bowles, of Princeton University, Woodrow Wilson School of Public …

Artificial Intelligence: Changing the Rules of Marketing

AI is a game-changer in transforming pharma marketing.<p>By Dr Andree Bates on Sep 30, 2015<p>For a number of years all eyes have been focused on the …

Be Authentic in Your Content

The Big Social Media Conference held in Manchester in July provided thought-provoking insights into the world of content marketing, an area where the …

Brand & Sales Collaboration: Enemies or Brothers in Arms?

One of the many answers to the question of what makes a successful Pharma company or a successful drug launch, for that matter, is one seamless …

No More "Jack of all Trades"

As smartphones and social media put rocket fuel into the speed at which news – good and bad - gets round, it makes sense for pharma companies to look …

FDA marketing police most likely to slap pharma for risk-info omissions

Want a surefire path to an Office of Prescription Drug Promotion (OPDP) warning letter? Leave side effects out of a drug promo, a new analysis says. …

Pharma

Customer Focus Means “Going Individual”

To become more customer focused, life sciences organizations should become increasingly decentralized. There’s a need to empower people much closer …

Rules-Based Data Analysis and Predictive Modelling: Stemming the Tide of Non-Adherence

Express Scripts, which boasts around 85 million patient-members across the US, is the largest Prescription Benefit Manager (PBM) in the United States …

A Soldier of the Patients’ Will

As pharma acknowledges the need for greater patient centricity, and makes real moves towards it, a few pathfinders are showing the rest exactly how …

A Hard Pill to Swallow: Improving Palatability

Difficulty in swallowing tablets and capsules is a widespread problem affecting people of all ages. There are even concerns that it may pose a …

The Science of Cancer Drug Pricing

While many countries have been seeking to reduce their onerous drug bills for some time by seeking value for money from manufacturers, the inherent …