Sales & Marketing

Since its launch two years ago, the iPad has enjoyed unprecedented success in the healthcare space. But how long can the technology captivate physicians? Dan Goldsmith and Paul Shawah report.

At its core, pharma marketing is about conversations. Dynamic, persuasive conversations between companies and healthcare stakeholders. But one time it was simple; now it's not, writes Al Topin.

New drug indications can be a brand manager's worst nightmare or a dream come true. The difference lies in the perspective and in the branding strategy.

Understanding the differences between drug and device marketing can make or break the brand's promotional activities.

This year's Ad Stars embrace creativity through the eyes of the patients. Ben Comer and Jennifer Ringler report.

Jim Currie and Baber Ghauri talk to Pharm Exec about making connections that resonate with audiences in a digital world.

Making real connections that resonate with audiences in a digital world is a fine art, especially in the heavily regulated world of Big Pharma

Pharmaceutical trade dres is an effective marketing tool that helps boost product recognition for consumers. It's worth protecting.

So far companies have only scratched the surface of the potential offered by the 'new mobile ecosystem', writes Neeraj Singhal.

It's a disturbing irony: In an industry whose entire economic value is founded on its ability to innovate, why is there so much discomfort with the risk required for innovation. Where did the courage to innovate go?

Patients want to take a more active role in treatment decisions. Drug facts boxes in DTC ads represent a crucial element of informed consent.

The bigger the company, the thicker the sclerosis, the more they need to suck out the fat

Keeping your finger on the pulse of consumers leads to better, more actionable insights-and better results.

Social media now gives companies a plethora of creative ways to digitally spread recent company news and keep customers informed

If you can learn to understand patient and physician behavior, you are well on your way to strengthening the position of your product

NicVAX is trying to buck the trend of smoking-cessation products' high failure rate

Creating and managing expectations is the most basic rule of marketing

Patent expiries are inevitable, but brand teams should look to graduate the sales curve

A vaccination against addiction could open up a whole new category

The three components of the NicVAX launch challenge

With a first-in-class compound marketers can potentially leverage long-lasting market advantages

Online sentiment analysis monitoring can help biopharma resource managers make crucial decisions

The sleek, portable iPad, coupled with customized apps, gives sales reps a leg up

Use of off-label drugs is a balancing act for physicians, and poses even more problems for pharma. The FDA is moving slowly to help

Increased efficiency and lower operating costs for both CROs and vendors can be achieved by eliminating activities