Sales & Marketing

Study examines why a pharma brand’s early sales are not a trusted predictor for total lifetime value-it’s about driving waves of growth.

New DTC campaign for its vaccine Zostavax uses a more serious, personal messaging approach-as pharmas look to close the conversation gaps between patients and healthcare providers.

Charles Benaiah, CEO of New York's watzan, tells Pharm Exec that the key to effective social media marketing is personalization.

A review of some of the sales strategy insights on offer at last month’s eyeforpharma Barcelona event.

Stan Bernard outlines the seven ways for pharmas to ensure successful execution of action steps following brand ‘war games’.

What many in our industry may overlook as they try to identify some new trend are the changes that move below our feet. And they have the potential to disrupt even the most thoughtful marketing plans, writes Al Topin.

In the brave new world of personalized medicine, there are concerns that the one-drug-fits-all mass-marketing approach of the past won’t work, writes Peter Houston.

It's time to take advantage of a nascent technology embrace taking hold among market insights professionals, writes Janet Kolsoff.

Novartis and Bristol-Myers Squibb were among the companies honored with Prix Galien Foundation “Discovery of the Decade” Awards in New York last week.

A practical roadmap for pharma brand teams in avoiding the pitfalls in statistical thinking when appraising and presenting data.

It’s safe to say content marketing is here to stay, writes Peter Houston. So what is pharma doing with it?

Gary Kaplan offers surveying tips to help identify both tactical and strategic initiatives required for a true key performance indicator.

Last month Microsoft bought LinkedIn. What does this mean for pharm execs using the platform? Peter Houston reports.

A new educational and potential prognosis tool for the treatment of multiple sclerosis shows how an accessible, easy-to-see visualization of disease state can serve as the threshold for fresh clinical insight-all geared to the individual patient.

Is Snapchat just for the kids, or should pharma marketers be taking it seriously as a media platform? Peter Houston takes a look.

An “how to” primer for life sciences companies on applying end-to-end evidence strategies in demonstrating product value.

Facebook is the number one social-media network for businesses. Peter Houston asks, How can pharma stay relevant in the feed?

In many life situations, it’s difficult to be hopeful. But at SxSW Interactive last week, it was difficult to be pessimistic, writes Bill Drummy.

The challenges facing the ad industry and big Pharma are remarkably similar-a point driven home by four distinct themes at this year's 4A's Transformation conference illustrate.

Twitter, ten years old today, has earned a seat at the top table of digital media. But exactly where it sits for marketers remains somewhat uncertain, writes Peter Houston.

Pharma is no stranger to multi-channel marketing, but, according to Novartis's Panos Papakonstantinou, the industry still isn't getting it right.Pharma is no stranger to multi-channel marketing (MCM), but, according to Panos Papakonstantinou, Novartis's Head, Digital Commercial, Europe, the industry still needs to perfect its approach to MCM. Pharm Exec met up with Panos at last week's eyeforpharma Barcelona event to find out what needs to be done. 

The power of a second brand in the evolving global healthcare market, write Ram Subramanian and Dr. Rehan Baqri.

Companies must design local commercial models that enable them to deliver value stories tailored to the specific needs of organized customers and the characteristics of local ecosystems, writes Paul Darling.

The “seven significants” for brand planning in 2016 that pose the best chance for stable footing amid the seismic state of today’s ever-changing healthcare landscape.

In the consumer’s eye, the one thing worse than annoying internet ads is the widely held belief that too much personal information is held online when it comes to online marketing. Graeme Hutton reports.

The traditional commercial sales model in biopharma of deploying teams of reps to call on physicians is broken. Here, Stephen J. Donnelly outlines a new approach.

Defending pharma and health director-to-consumer advertising is a top 2016 priority for the 4A’s industry trade group. Mollie Rosen reports.

The eight trends brought on by “once-and-done” interventions that may transform thinking around healthcare marketing.

Three days at TEDMED has convinced Bill Drummy that a dramatic shift in your definition of what’s possible is not only re-energizing, it can also help you approach your biggest problems in ways you would have never otherwise considered.