Sales & Marketing

A patient-centric approach to drug development delivers the benefits that actually create value.

For pharma marketers, the good news is recent advances in social media monitoring make it possible to listen to or engage with patients on social media websites.

Industry and market transformations have dramatically altered when and how products should be positioned for launch, writes Stan Bernard.

As insurers, payers, and drug plan operators eye increased generic drug use as key to cutting healthcare costs, pharma companies are ramping up efforts to delay marketing of copycat products.

Environmental changes on all sides of professional sale are forcing biopharmaceutical companies to select for new traits in the makeup of the field force function.

The best way to grow in the pharma industry is to think small.

Al Topin on redefining your ad agency's role in today's complex pharma market

List pricing strategies that diverge from these approaches without "hitting the cliff".

The slow evolution toward a state of grace in tracking ROI for digital promotion.

Take a page from the consumer marketing playbook and promote a product's advantage and why it should matter to the customer.

What can happen when reps focus on the physician-patient conversation? Al Topin reports.

Don't underestimate the importance of the first line manager.

If a drug’s label is not the final word on what is true – or untrue – about a product, then who decides what can and cannot be said during a sales detail?

This year has been marked by flat to declining growth rates, but there are hopeful signs for 2013, writes Andrew Forman.

With respect to targeting, positioning, and launching new drugs, the ACA reform stands for Adjust, Change, and Adapt.

"Payers have evolved to become powerful global contenders with pharma for increasingly limited funding of drug budgets."

Without effective field force alignment planning, pharma companies will struggle to adapt to an increasingly challenging marketplace, writes Jitesh Rohatgi.

Why, with all the data available, is pharma so bad at getting true marketing insights to drive its business? Bill Drummy looks at how to realize the promise of "Big Data".

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