Sales & Marketing

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.

Physicians who show true empathy for their patients tend to have better outcomes. Their patients stick to treatment plans, heal faster, and have fewer hospital readmissions. The same principle applies to pharma companies trying to market to physicians, write Pratap Khedkar and Malcolm Sturgis.

The advantages for brand teams in leveraging independent agencies in their campaigns.

After months of anticipation, pharma marketers continue to wait for FDA to update its policies governing sponsor communications involving unapproved drug uses. Jill Wechsler reports.

The best approach to getting global brand campaigns to work all over the world

Pharm Exec speaks to Physicians Interactive CEO Donald Tramuto to understand about the key trends shaping the future of e-health.

Jenna Earl outlines the three most important things to understand about portfolio positioning in pharma.

The age of genomics is giving rise to highly specialized diagnostic tools, targeted therapies, and personalized drug monitoring. This new generation of individualized treatments will require life sciences companies to evolve how they reach and educate the healthcare community. Are your commercial operations up to the task?

Measurement is a given in the pharmaceutical industry: dosage charts, chemistry formulas, budgets for testing, and budgets to go to market. When it comes to marketing, particularly through social media channels, measurement of return on investment (ROI) poses its own set of challenges. 

Commercial success for pharma brands now demands proactive strategies and interventions

In the white heat of a major brand launch, we can be consumed by the day to day challenges and make mistakes. But some of the worst mistakes can be avoided with a little foresight, writes Ken Begasse.

We are now living in a world of underdog brands. Unless you're first-to-market with a truly novel compound, a clear path to market access and solid reimbursement, then winning without a differentiated marketing strategy is simply not possible, writes Bill Drummy.

What you should know about integrated delivery networks.

Whether a brand is preparing to launch a new product, or taking a reinvigorated one back to market, it is widely accepted that those who form the emotional connection with customers are most likely to succeed.

Cures and therapies with curative intent are here in hepatitis C and are coming in other serious diseases. So everyone, from pharma suppliers patients, is scrambling to figure out what this means, writes Mike Rutstein.