WHEN ONE DOOR TO A PHYSICIAN CLOSES, ANOTHER ONE OPENS
I keep hearing from pharma marketers that their sales reps are getting less and less face time with physicians. Clearly, we need to engage physicians in more ways that can […]
IT’S TIME TO RENAME THEM KEY INFLUENCERS (KIs) – Part II
Pharmaceutical companies, biotech firms, and medical communications agencies have relied on peer-to-peer programs to educate healthcare professionals on what they can do to better serve their patients. Unfortunately, the process […]
Less information influences more
When building a brand story, we are always finely tuning what information we should play up — and what we can ignore. This is more important than ever, as cognitive […]
KOLs: It’s time to rename them key influencers (KIs)
It has been said numerous times that nature abhors a vacuum, or at the very least, stagnant air. Therefore, it should not come as a surprise that we are approaching […]
Mobile Apps: Too much technology with too little patient input?
I just counted 11,340 health and medical apps at the iTunes App Store. That’s twice as many as last February. And according to a Pew Research Center report, 18- to […]
Creative rules!
Here’s something I’ve always believed and now can prove: creative is up to 4 times more important than your media plan. A recent comScore ARS study shows that 52% of […]
Preventing adverse (brand) reactions: Part 3
Pharma marketers have traditionally believed that you must end a sales call, promotional piece, or DTC ad with a strong call to action. But as I’ve already pointed out, telling […]
Preventing adverse (brand) reactions: Part 2
While “in-your-face” and “buy-it-now” sales approaches work well for low-investment or disposable items (think PedEgg®, Zorbeez™, and EmeryCat®), they are not as effective in pharmaceutical marketing. And, as I’ve mentioned […]
Preventing adverse (brand) reactions: Part 1
In this 3-part series, I discuss why marketers should consider changing the way they talk to physicians and patients. For years I’ve been saying that people are averse to change. […]
Revoking Avastin’s Breast Cancer Indication: Right or Wrong?
The FDA has decided to begin the process of removing the metastatic breast cancer (mBC) indication for Avastin (bevacizumab). Roche stands to lose $1 billion in revenue, while women have […]
