When pen meets paper – Part 3: It’s a two-way street
In pharma marketing, the most critical point in the marketing equation is when the physician’s pen meets paper and a script is written. But why does a doctor prescribe one […]
BRANDKARMA THOUGHTS
When pen meets paper – Part 2: Change hurts
Over the last 20+ years I have watched thousands of one-on-one market research interviews with physicians and healthcare specialists to determine what will drive prescribing habits for clients. My findings? […]
When pen meets paper – Part 1: That defining moment
In this 3-part series, I explore the “tried and true” bag of tricks that marketers rely on; the role the physician plays in changing a behavior; and an emerging relationship-driven […]
Has Treating Pain Become One?
It is an increasingly rare day when patients, their physicians, and the pharmaceutical industry all agree on something. In this case, the something is the treatment of chronic pain, and […]
QR codes are not just about the technology
How many of you are familiar with this image? First time I saw one, two things came to mind: (1) This was a maze and I had to somehow find […]
The Real World of Pharma Marketing
I watched the Indianapolis 500 this Memorial Day weekend and noticed something interesting. The fastest car completed 4 qualifying laps around the 2.5-mile oval with an average speed of 227 […]
It’s a problem when your brand doesn’t address their problem
Life is difficult for healthcare professionals. Every day is fraught with treatment challenges, economic woes, and patient frustrations. Like any consumer, to break through the clutter of their everyday lives, […]
If you’re the only one talking, you’re only talking to yourself
In my last post, I established that a stringent regulatory environment is no excuse for not making an emotional connection between your brand and its target audience. Too often, […]
Face it: despite regulatory restrictions, we can find better ways to relate
“Keep it safe” seems to be the mantra of a legion of pharmaceutical marketers these days. Unfortunately, their attempts to try to fly under the regulatory radar can end up […]
Is pharma finally moving the online needle?
US healthcare and pharmaceutical online advertising spending on direct-to-consumer (DTC) and over-the-counter remedies will reach $1 billion by the end of 2010. This represents an increase of 10.6% over last […]
