Sales & Marketing

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.

Pharm Exec’s 9th annual Brand of the Year selection is Gilead Science’s back-to-back cures for HCV. We profile how both drugs reversed expectations around the listless product launch and revived industry reputation for startling breakthrough innovations.

Meike Wenzel and Clifford Hall examine a new concept for early commercialization planning to facilitate good cross-functional working practice.

Inspired by TV’s Mad Men, Julian Upton puts himself into a 1960 executive’s shoes to describe the “ethical pharma” industry of half a century ago

Neuroscience luminaries clamored onto the stage at this week's World Medical Innovation Forum in Boston to present the meeting’s much-anticipated "Disruptive Dozen".

Advertorial: Ashfield Commercial & Medical Services believes that Pharma can use social media to play an important role in educating the healthcare professional (HCP) and the patient

PharmExec talks to babylon founder and CEO Ali Parsa on how technology will deliver healthcare services to patients globally.

The word ‘centric’ by definition means one, as in focused on a single entity. Yet, in today’s life sciences industry, companies are customer-centric and patient-centric and physician-centric - combined. It's counterintuitive…if not overwhelming, writes Lisa Barbadora