Sales & Marketing

The rules of the game have changed. While pharmaceutical executives have been busy trying to keep up with a radically shifting marketing landscape, technology has swept in and changed everything marketers held sacred.

With the fourth quarter quickly coming to a close, talks of job cuts are once again in the air. The first major layoffs could be coming at Sanofi-Aventis, which is rumored to be slashing up to 1,500 positions.

Marketers will need to address not only the benefits of the therapy but also the benefits of a diagnostic assay.

Process-driven managed-care rebating programs can drive profitability

Feds targeted 136 Web sites offering foreign or unapproved drugs as part of International Internet Week of Action. But does the FDA campaign ignore a larger crisis endangering consumers?

Last year 90,000 pharma sales reps stopped in at hospitals and doctors' offices to woo doctors and dish out free samples. What would happen if they all went away? The answer is simple: everyone would be better off.

In today's "show me the money" marketplace, reimbursement strategy must innvolve more than seeking a good price based on ability to pay.

Executives should embrace design to discover new markets and find new ways to server customers.

Conversational marketing is a great resource for understanding and influencing physician–patient dialogues in the emerging healthcare environment.

Don't throw the sales force out with the bathwater. Accomplish more with fewer reps, less money and little effort. Impossible? Read on...

Sure, prescription information for Sanofi-Aventis's Uroxatral appears on the back of the tent card, but how can consumer?s see it if it's mounted to a pharmacy wall?

Google opened up a whole new era of social media when it released Sidewiki - a tool that allows anyone to comment on any Web site. Now pharma has a new battle to fight.

Executives should embrace design to discover new markets and find new ways to server customers.

How a small competitor benefited from the use of interactive marketing.

Illegal online pharmacies are on the rise, brandjacking dozens of big name pharmaceuticals and netting almost $11 billion in sales this year alone. With consumers on the hunt for affordable meds, the trend is only going to get worse.

Big Pharma navigates a regulatory minefield to reach social media consumers. It's anything but 'business as usual.'

With the emergence of user-generated content, marketers have to keep up on the buzz around their brands and categories on the Web.

Close the loop between the pros and the consumers by integrating patient-physician communications into pharma brand planning.

The prescription for better pharma marketing: Gain understanding of your physician-customers by leveraging key analytical insights.

Initial survey and results suggest that health games and virtual worlds bear the potential to be "game changers" by improving education, provoking greater engagement, and engendering positive behavior to enhance health and wellness.

In an era of blurred channels and information clutter, it is critical for brand managers to develop a unified strategy that bridges the gaps between audiences.

The drug giant, last week, started tweeting about corporate initiatives, job openings, and news. Is Pfizer just jumping on the bandwagon, or is Twitter part of the company's social media strategy? Pharm Exec talks to Pfizer to find out more.

Agency Insider Mark Chattaway infiltrates the world of online social media. His consensus: Advertising on social networks is iffy at best

What community organizing can teach pharma marketers about building a brand.

Thought leaders are a critical component of a pharmaceutical company?s professional marketing and medical strategies. But companies face a real challenge in creating, maintaining, and leveraging those relationships while safely navigating logistical issues and regulatory waters.