Sales & Marketing

May 23, 2018
A customer "episode" is a key unit of management that can produce significant growth and cost savings, write Rafael Natanek and George Eliades.
May 09, 2018
Digital attribution models have transformed the way e-commerce companies measure and optimize ad spend. So why have medical marketers been slow to adopt them, asks Kevin Troyanos.
May 08, 2018
Pharmaceutical Executive
Overcoming the challenges of digital brand management will involve choices in spending and channels.
May 08, 2018
Pharmaceutical Executive
With digitalization enabling patient engagement with their own health experience more than ever before, two critical elements will steer pharma’s advertising path.
May 07, 2018
Pharmaceutical Executive
How “patient influencers” look beyond price to help the industry evaluate newly-launched brands.
Apr 18, 2018
As marketers mine for insights, they need to be keenly aware of the behavioral biases that can undermine their efforts, writes Kunsan Kim.
Apr 10, 2018
Pharmaceutical Executive
In Part 4 of a 4-part series on brand teams, this article discusses the tactics brand teams and partners should follow to improve medication and persistence.
Apr 09, 2018
Pharmaceutical Executive
FDA is moving slowly in liberalizing off-label communications amid outrage over opioid promotion.
Mar 28, 2018
Brands that wish to overcome prior authorization (PA) challenges should work with service providers that generate high approvals on submitted PAs and drive more submissions from prescribers, writes Dan Rubin.
Mar 26, 2018
Scott Freeman explains how advances in digital entertainment technology can be leveraged to engage healthcare professionals.
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