Blogs

Elephant in the room: What Amazon's drug distribution deal means for pharma

Amazon is a disrupter. When the company crosses into a new industry, big things happen. From retail bookstores and grocers to aeronautics, there are few industries that Amazon has left untouched. In June, the Seattle-based company announced that it would enter into the pharmacy industry with the…

CMO insight: Key takeaways from the Cannes Lions Festival

Since 1954, the Cannes Lions International Festival of Creativity has awarded communications leaders for innovation. It also provides a platform for advertising and marketing professionals to share insights, evaluate trends and determine where the industry is going next. In June, juries of creative…

Why pharma marketers should target nurse practitioners and physician assistants

To pharma marketers, the physician decision maker is a key persona. In the examination room, the doctor has the ability and responsibility to prescribe medications that will bring the most value to the patient. It's the pharma marketer's job to convince the doctor that their product will produce…

Will HHS's drug price proposal impact pharma marketers?

It's no secret that Americans pay more for healthcare than citizens from other developed nations. According to the most recent data available from the Peterson-Kaiser Health System Tracker, the average American spends $10,348 on healthcare annually. Switzerland has the next highest rate, at $7,919…

How your organization's corporate culture influences market perception

Corporate culture directly influences how customers perceive the brand in the marketplace. When pharmaceutical brands can be worth tens of billions of dollars, brand managers need to be vigilant about anything that can impact that value.Understanding the value of pharmaceutical brandsBrands, like…

4 tips for writing ad copy that speaks to physicians

When developing physician-directed campaigns, consider these four tips on writing engaging advertisements.:1. Explain how your product brings value to patientsAs the healthcare industry transitions away from a fee-for-service model to a value-based payment system, physicians will have more…

Pharma sector: Benchmarking your 2018 media plan

With the first quarter of 2018 in the books, it's time to assess where your pharmaceutical marketing plan stands today compared to where you want it to be. Benchmarking your media plan will help you understand where your marketing investments have generated the most value so you can optimize…

How to start an engaging conversation through pharma ads

In the highly regulated medical space, pharmaceutical manufacturers need to start engaging their various customers via marketing conversations as early as possible to secure buy-in from organizational stakeholders. However, overcoming barriers to communication can be a challenge. Addressing the…