Sales & Marketing

A look at the ongoing barriers and opportunities in building connections between HCPs, patients, and pharma through social media.

The biggest challenge to becoming a multi-channel marketing organization is not a company's technology, it’s the culture, write Melissa Dimitri, Larry Smith, Laurel Fitts, and Mark Trybulski.

The key to success in a hypercompetitive marketplace is to create targeting plans that get ahead of tomorrow’s prescriptions, write Janardhan Vellore and Daniel Wetherill.

Approach for pharma field sales reps in need of reboot.

How current barriers along the roadway between biomarker testing and drug prescribing can affect decision-making for precision medicines.

Amid the growth but still-cautious embrace of social media and other digital marketing channels, appealing to the younger physician requires a nuanced approach-mixing proven expertise with fresh ideas.

Taking a lead from the construction industry, Susan Abedi offers a five-step checklist for building pharma brands.

Exploring the advent of data analytics and pharma marketing automation in guiding targeted messaging and brand engagement.

One ‘team’ model’s advantages in brand outreach and awareness.

How successful commercial teams will balance the continued shift toward personalized medicine and the increased concentration on data privacy.

While new regulatory requirements are often seen as a roadblock, they also present an opportunity to develop new and innovative solutions.

Organizations need to be correctly set up to deploy AI and machine learning. A new approach to processes and content is often required, write Jan van den Burg and Abid Rahman.

Without a clear, customer-centric digital experience at the core of every brand, it is impossible to deliver on the brand promise at scale, write Dr. Pamela Walker and Tom Murdoch.

The healthcare industry’s ongoing shift from volume- to value-based contracting has set a compelling precedent for forward-thinking healthcare marketing agencies.

There are many factors involved in launching a drug but one prevailing goal: brand awareness. I caught up with Fingerpaint's Bryan O’Malley, who shared some of today's key digital trends affecting that mission.

Tech-driven changes to training and learning systems-and how brand information is provided and shared-are overhauling approaches to sales rep preparation.

Following a new product’s first year on the market, there are four key ways companies can refine commercial strategies to maximize product sales.

Pharm Exec’s annual feature profiling a selection of notable biopharma brands focuses this year on new beginnings and new promise-spotlighting five products with compelling product launch stories that tie strongly with the industry’s broader and evolving market-entry landscape.

The key ingredients for biopharma startups in building their brand story.

Why Key Online Influencers are so important and how to leverage them.

By the end of 2020, it is predicted that AI will create more jobs than it is taking. Should reps be concerned, asks David Logue.

Outlining three practices that are key to navigating today’s multiplayer agency landscape - and getting more value from each external vendor.

Strategies for pharma in delivering the full picture to patients.

Companies need to find compelling ways to present facts, rather than slick but insubstantial promotions.

A checklist of best practices for mid-life products a few years after launch to help companies with growing oncology portfolios determine not only to see if there’s hidden vitality still left in their aging brands.

Greg Flynn discusses the advantages, challenges and possible future of CCOs and outlines their role in effective sales strategy development.

Shrujitha Ramanujam outlines Unmetric's analysis of pharma's social media activity on LinkedIn and Facebook.

Gary Lyon explores the role and impact of three elements of marketing planning that drive business success: Segmentation, Targeting, and Positioning.

Sharon Callahan, this year’s Healthcare Businesswomen’s Association Woman of the Year, has built a career defined by an entrepreneurial drive to advance medical communications-and a commitment to breaking down barriers in the workplace and beyond.

Despite being the fastest growing influencers in healthcare, ad campaigns targeted at payers are often an afterthought.