Marketing

4 ways emerging pharma companies can harness marketing content

Rapid creation of compliant marketing content is increasingly important and there are ways emerging pharma companies can stay ahead of the game – despite having fewer resources than bigger firms. A new pharma marketing content ebook from Veeva looks at best practices for building a content foundation that can enable long-term growth. It explains how …

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4 data-driven healthcare marketing strategies to re-engage patients after COVID-19

This is the first in a series of blog posts exploring how the patient journey has transformed as a result of COVID-19. This series will take you through the changes that impacted every step of the patient journey and provide strategic recommendations to move forward. In this post, we explore the role of healthcare marketing …

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COVID jab rollout provides short opportunity for pharma to build trust

After decades of struggling with poor public perception, the pharma industry has an opportunity to generate stronger connections with consumers than ever thanks to the COVID-19 vaccine drive – but it will have to move quickly.  That is the conclusion of a Mediahub study which cites recent poll data in the US giving the industry …

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Langland appoints Mike Brightley as advertising creative director

Langland has appointed Mike Brightley as creative director for its advertising section. Brightley has more than 14 years of healthcare advertising experience and has worked for companies including Ogilvy Healthworld, PAN and was most recently associate creative director at TBWA/WorldHealth. Brightley has worked on several insightful campaigns including applied emotion-recognition technology for adaptive storytelling. He …

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How Market Listening Can Help Drive Your Pharma Sales Funnel

The pharmaceuticals industry is responsible for the research, development, production and of medications and generates over 1.25 trillion in revenue globally. While experiencing significant growth over the last two decades, the industry has become even more significant over the past year. The role of pharma sales reps is an incredibly important part of this lifecycle …

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4 principles for the future of pharma marketing

COVID-19 has disrupted markets and accelerated digital adoption but what does this mean for the future of marketing? In this feature, Grünenthal’s Florent Eduoard and Kate Hurtig outline their principles for a new pharmaceutical marketing model.  “Keith, Kotler, Maslow” has long been the Holy Trinity of pharma marketing. Great ancient thinkers all aspiring marketeers were …

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Omnichannel customer-centric teams and the future of pharma CRM

If pharma companies are to live up to their decades-old patient-centric promises then marketing budgets need to move from brands and franchises to omnichannel customer-centric teams, according to one digital transformation leader. The industry is making some progress with this, but it’s not enough, says Edwin Erckens, who was until recently chief information officer within …

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Plugging modular content into pharma’s omnichannel strategies

86% of respondents to a recent Veeva survey of pharma and biotech professionals said they are creating a greater volume of content now, compared to six months ago.  Yet while many pharma companies are creating more content than ever before, they also face increased pressure to quickly deliver highly personalised – and compliant – content …

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Pfizer drops the blue pill, kicks off 2021 with new DNA logo

Pharma companies are always talking about moving ‘beyond the pill’, and Pfizer’s new brand identity embodies that – it’s decades old pill-like logo has been replaced with a DNA double helix that it says reflects its commitment to breakthrough science. The logo – which retains the company’s traditional blue colour scheme – has been more …

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Value is in the Eye of the Beholder

Therapeutics must demonstrate efficacy and safety to relevant regulatory authorities before they are approved for use in clinical practice. This is a relatively straightforward process, assuming the treatment positively impacts the relevant therapeutic area (e.g., ability to prevent major adverse coronary events [MACE] in coronary heart disease, ability to maintain/improve lung function in respiratory disease). …

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Do you have a remote engagement strategy?

Pharmaceutical companies have historically resisted the shift to move beyond traditional representative-to-healthcare professional interactions. Prior to COVID-19 and before the days of abundant caution and social distancing, pharmaceutical sales teams were content with the status quo. Face-to-face meetings had always been the norm for field reps, but as we now know all too well, there …

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Langland appoints Angela Rochelle to clinical trial diversity role

Langland has announced the appointment of Angela Rochelle as account director, head of diversity initiatives in clinical trials. Rochelle will be the agency’s leading advocate for diversifying patient representation in Clinical Trial Experience (CTE). She will collaborate with Langland’s established clinical trial inclusivity taskforce—a team committed to designing and deploying clinical trial communications that proactively …

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The calm after the storm: How COVID-19 is making pharma more resilient

COVID-19 is proving to be the perfect storm in terms of the supply of pharmaceutical products. But learning how to overcome the challenges of 2020 will serve the industry well for years to come. As part of our EU Leader series, Christian Pawlu, head of strategy, portfolio and BD&L at Sandoz, told us about how …

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Digitally engaging doctors around the world

Pharmaceutical marketing budgets are going through a period of readjustment as companies explore and exploit a myriad of different digital channels to deliver content to, and engage with, their doctors and other audiences. The average allocation to digital channels with marketing budgets has doubled since 2016, up to 34% for 2020 according to Indegene research, …

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Discover how this drug launch tracking tool can benefit your next launch

It has never been more important to get your product launch strategy right. Increased competition, pressure on margins, and shorter time-in-market has placed enormous pressure on brand managers to craft a sound launch strategy and ensure it stays on track. With so much at stake, paying careful attention to key performance indicators (KPIs) and real-world …

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NightWare Receives the US FDA’s Approval for the First Medical Device to Stop NightMAres Related to PTSD

Shots: The US FDA has permitted marketing of a device intended for the temporary reduction of sleep disturbance related to nightmares in patients aged ≥22 yrs. suffering from nightmare disorder or PTSD Nightware utilizes Apple Watch and an iPhone that is configured and logged into a software application and the Nightware server and monitors the …

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No Purveyor of Unhealthy Products Wants the Public to Know the Truth

In 2011, Denmark introduced the world’s first tax on saturated fat. “After only 15 months, however, the fat tax was abolished,” due to massive pressure from farming and food company interests. “Public health advocates are weak in tackling the issues of corporate power…A well-used approach for alcohol, tobacco, and, more recently, food-related corporate interests is …

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10 Tips for Digital Asset Management Success

Given the recent rise in digital engagement and the drastic increase in digital content, it’s now essential that pharmaceutical companies have a comprehensive content strategy. A foundational step in this process is to implement an integrated solution for digital asset management (DAM) and medical, legal and regulatory (MLR) review. This enables pharma companies to simplify …

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Webinar: How to Rebuild Your Medical Practice Now and After COVID-19

The following webinar was sponsored by the American Osteopathic Association and took place Thursday, May 7. Almost every osteopathic practice has experienced financial loss due to the COVID-19 pandemic, and many are reeling. Fortunately, there are many marketing and communications strategies you and your team can implement to help protect your practice now and prepare …

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Vein Practice Marketing Strategies to Implement Now

Marketing Strategies to Implement Now For Your Vein Practice A Webinar Sponsored by the American Vein and Lymphatic Society COVID-19 has caused massive economic disruption to virtually every kind of business, including vein practices. Which marketing strategies should you begin now, and which should you implement in the coming months as the crisis slowly subsides? …

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