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Frank X. Powers, DUDNYK
What can change is what advertisers depict in many of the DTC ads for serious health-threatening conditions: the happy patient.
Frank X. Powers
EXECUTIVE VICE PRESIDENT | DUDNYK
What can change is what advertisers depict in many of the DTC ads for serious health-threatening conditions: the happy patient. Perhaps the actual creative content could more accurately reflect life and what patients face, both from a medical and financial standpoint.
Frank X. Powers
I expect that the recent FDA rebuke will result in an increase in unbranded promotions and programs; more focused on disease and condition education rather than just brand awareness. This is good news for both patients and healthcare professionals, who will find better tools and resources to assist them in successful treatment outcomes. This presents a terrific opportunity for pharmaceutical marketers to leverage digital for its greatest strengths—the ability to truly engage consumers with deeper, more valuable content than they can provide through other promotional channels. Think of promotions like Wyeth's KnowMenopause.com or Novartis' AskAboutIron.com. Ideally, pharma marketers will integrate digital educational tools into a multi-touchpoint approach, building brand awareness through broadcast and print, while providing valuable educational resources through digital, both online as well as in the office.
The Transformative Role of Medical Information in Customer Engagement
October 3rd 2024Stacey Fung, Head of Global Medical Information at Gilead Lifesciences, delves into the evolving role of Medical Information (MI) in the pharmaceutical industry. Covering key topics like patient engagement through omnichannel strategies, combating misinformation, and leveraging AI to enhance medical inquiries, the conversation with Stacey highlights MI's critical role in ensuring patient safety and supporting drug development. She also shares her professional journey and tidbits for early career professionals on professional development.
Unlocking value and cost savings in patient services with technology and talent
October 2nd 2024Traci Miller, Director, Sonexus™ Access and Patient Support, Cardinal Health, discusses the current digital trends in the patient services industry and how the optimal balance of technology and talent can transform manufacturer-sponsored patient support programs. Hear how Cardinal Health combines best-in-class program and pharmacy operations with smart digital tools to ensure product and patient success and reduce operational costs.
