February 17th 2025
How one Big Pharma ad campaign is incorporating diversity as a driving force in improving the ways drugs are marketed directly to the patients that need them.
December 20th 2024
Marketing to Professionals: No Sales Force, No Problem
May 1st 2007When it comes to direct-mail marketing, tiny envelopes and wordy letters just don't cut it. But for a fraction of the cost of a sales call, you can create an eye-catching mailer that will land on physicians' desks rather than in the circular file.
Direct-to-Consumer 2.0: Try It, You'll Like It
May 1st 2007Once you get past the Disney allusion, it's easy to see the appeal of the idea that everyone in the world is linked by a short chain of social acquaintances. This "small-world phenomenon" was first advanced four decades ago by social psychologist Stanley Milgram, whose groundbreaking work includes the theory that there are only six links, or acquaintances, between any two randomly selected Americans. Popularized as "six degrees of separation," this notion has been transformed by the digital revolution into a buzzing, booming hyperreality beyond anything even the radical Milgram could have imagined.
Sales Management: The New BioPharma Representative
April 1st 2007The pharmaceutical industry is abuzz with discussion: What will "tomorrow's" sales force look like? How will the job profile and competencies for sales reps change to better serve customers? How do we recruit and hire this new breed of sales reps? Steve DeMorro, president of Publicis Healthcare Recruiting, identified several key characteristics of the new biopharma representative, and how he believes these will become a standard part of the job profile for recruiting-and developing-sales reps in the future.
Direct to Consumer: The Not-So-Cold Call
April 1st 2007Phone-based marketing might not offer the wow factor of its newer Web- and text-based cousins; however, proposing that a computer handle calls offers an innovative twist. But this concept begs the question: Who wants to speak with a computer about his health?
Get a Grip on the Supply Chain
April 1st 2007The Sarbanes-Oxley Act-or SOX, as it is dubbed (not always so affectionately)-requires companies to provide greater control and quality assurance across a vast spectrum of business processes. In practice, SOX plays out differently industry by industry and even company by company. But for pharma, one of the most pressing consequences is the need to improve the accuracy of revenue recognition.
Direct to Consumer: One Size Fits You
February 1st 2007Pharma companies have been blasting out electronic newsletters to consumers since the advent of new media. But far too often, the content is vague and redundant, and instead of striking a responsive chord with potential readers, e-mail campaigns are more likely to prompt a strike of the delete key.
Marketing to Professionals: Tomorrow's Changes Today
January 1st 2007How hard is it to spot an emerging threat or opportunity in time to actually do something about it? Is it as hard as spotting a scud missile in the deserts of Iraq? As hard as identifying an underwater threat to a submarine using only sonar? As hard as spotting a consumer trend in a vast and complex business like financial services?