Anne Devereux, LyonHeart
Maybe it's my age, but the fact is that I haven't been to a meeting lately where I'm in a room with no one I've worked with before. Our industry is getting smaller. Brands are getting smaller, too. And with smaller brands (and the current weak economy) come smaller marketing budgets.
Maybe it's my age, but the fact is that I haven't been to a meeting lately where I'm in a room with no one I've worked with before. Our industry is getting smaller. Brands are getting smaller, too. And with smaller brands (and the current weak economy) come smaller marketing budgets.
More and more, the focus is on biologics, specialty markets, diagnostics and devices, and niche brands. Our agency alone, which has launched many of the biggest brands in the industry, now manages very few brands with sales at that level. Instead, we manage a larger number of smaller brands, each one needing the same level of attention as the blockbusters in order to be successful.
Most of our clients have aggressive initiatives in place, led by procurement experts, intended to create efficiencies and reduce costs. The result of squeezed budgets on agencies is that we have leaner teams that are sometimes stretched thin. They work long days and have to rely more heavily on junior staff in order to meet client hurdles for low hourly rates.
Reps are facing greater obstacles in getting their messages across using traditional means. While supporting the detail force continues to be a necessity, agency/client teams that are aggressive about utilizing new technology are likely to come out on top. Closed-loop (interactive laptop) marketing helps reps customize messages for each physician based on beliefs and behavior. Sermo (online, MD-only dialogues that can be used for research, idea testing, and feedback on strategy) is a phenomenal resource for both learning and testing. The development of online KOL-like tools that can be accessed by a broader audience and feature a larger group of physicians expands our reach and facilitates greater brand involvement. Our world is evolving technologically, and we need to take the calculated risk of getting on board.
The Skinny
LyonHeart is a healthcare marketing communications partner that uses the process of disruption to help clients and their brands win a larger share of the future.
Telephone : 212-771-3010
E-mail: adevereux@lyon-heart.com
Web site: lyon-heart.com
Addressing Disparities in Psoriasis Trials: Takeda's Strategies for Inclusivity in Clinical Research
April 14th 2025LaShell Robinson, Head of Global Feasibility and Trial Equity at Takeda, speaks about the company's strategies to engage patients in underrepresented populations in its phase III psoriasis trials.
Beyond the Prescription: Pharma's Role in Digital Health Conversations
April 1st 2025Join us for an insightful conversation with Jennifer Harakal, Head of Regulatory Affairs at Canopy Life Sciences, as we unpack the evolving intersection of social media and healthcare decisions. Discover how pharmaceutical companies can navigate regulatory challenges while meaningfully engaging with consumers in digital spaces. Jennifer shares expert strategies for responsible marketing, working with influencers, and creating educational content that bridges the gap between patients and healthcare providers. A must-listen for pharma marketers looking to build trust and compliance in today's social media landscape.
