Blogs

Integrating DTC and physician-targeted marketing strategies

In 2017, Medical Marketing & Media reported that pharma spending on advertising in the U.S. rose to $5.8 billion, a figure that rivals the total gross domestic product of many countries. The majority of that spend - roughly $4 billion - goes to TV, with $1.7 billion going to magazines and the…

3 ways to repurpose content for a physician audience

One of the key challenges of marketing most new pharmaceutical products or medical devices is that manufacturers must serve at least two audiences: the patients who will ultimately benefit from the product, and the physicians who will carry and prescribe the product.These two audiences have…

How to demonstrate value through physician-targeted ads

Value-based care models have changed how physicians interact with patients. Pharmaceutical marketers who can demonstrate how their products provide additional value to patients have an opportunity to appeal to more providers.Developing an understanding of value-based care modelsOver the past decade…

Why pharma manufacturers should boost physician marketing efforts

The pharmaceutical industry resides in a highly competitive landscape. Organizations wishing to reach a specific physician readership must assess their media planning goals strategically.Drug discovery costs on the riseEveryone knows that new pharmaceutical products are expensive to discover and…

Utilizing clinical trial data to build campaign awareness

Clinical trials play a highly important role in creating safe, effective medicines. They also represent untapped potential for spreading product awareness prior to going to market. Sharing clinical trial data with prescribers not only makes their decision-making processes easier but also gives the…

Spreading the word: Introducing HCPs to a new product

Bringing a new drug to market is a massive undertaking. Most products take 10 or more years to develop and test, costing an average of $2.558 billion per drug, according to a report from Tufts Center for the Study of Drug Development.With so much riding on a single product, pharma marketers…

Can an EHR be an effective communication platform for pharma marketers?

With more doctors saying no to in-office visits from pharmaceutical representatives, manufacturers need to find alternative routes to communicate with physicians. Utilizing a multi-channel approach that encompasses traditional and new media is effective - but there is a third contender that…

How machine learning will change pharma marketing in 2018

Artificial intelligence and machine learning will have a major impact on pharmaceutical marketing in 2018. These developments are just beginning to scratch the surface of their true potential, but significant strides will be made, even at this early stage of the technology. Machine learning…