Marketing to Professionals - Pharmaceutical Executive

ADVERTISEMENT

Marketing to Professionals

The Art and Science of Creating Discomfort: What does a challenger brand need to do?

August 22, 2013

To a marketer's initial effort to get health care providers to switch medicines they use to treat patients, comfort is the enemy. Marketing guru Al Topin describes how beyond creating discomfort, promoters need to create a new comfort zone and strengthen it by identifying unmet needs that the new therapy addresses.

Promotional Review Committees: How to Achieve High Performing Teams

August 20, 2013

Learn what it takes for promotional review teams to function at their best and avoid costly mistakes to the company.

At the Nexus of Convergent Revolutions

June 12, 2013

Digital technologies meet cost containment in the new pharma marketing landscape, writes Bill Drummy.

The New Commercial Model Myth

May 1, 2013

Pharma professionals need to find new competitive—not commercial—models to succeed in the competitive stage of the industry's lifecycle, writes Stan Bernard.

Marketing to Professionals: Deep Impact

July 1, 2006

When a company builds a MSL department, it should be viewed as a long-term investment strategy rather than a short-term fix.

Marketing to Professionals: Doctors Get Jump on Continuing Education

June 1, 2006

Without the most current information, physicians feel inept, as though they are not able to "do their job" of providing the best possible care for their patients.

Marketing to Professionals: Ensuring Equality

May 1, 2006

There's a lot of controversy about BiDil. But there have always been medicines that worked better in some people. I think it's a positive if it gets physicians to understand what works for one patient versus another.

Marketing to Professionals: A Sample Plan

April 1, 2006

The next generation of e-sampling will be integrated into the physician's workflow via e-prescribing.

Marketing to Professionals: Under the Influence

March 1, 2006

Marketers should target doctors who exhibit a high level of influence and connectivity among prescribers within and outside their specialities. Often, doctors' influence can extend to general practitioners, too.

ADVERTISEMENT

Click here