Marketing rationales to avoid in 2011 (part I)
Posted 18th February 2011 in Articles, Commercial, General | Register to comment
In the first of her two part series on marketing rationales, Andree Bates notes the irrational logic we use when justifying marketing spends.
I can’t hold my silence any longer. Too often in meetings I hear a few things uttered from pharmaceutical marketers…
Read the full articleAstraZeneca boldly steps into the Twitterverse
Posted 17th February 2011 in Articles, General | 3 comments
Think direct social media engagement between a pharma company and the public in real time will never happen? Think again, because for AstraZeneca it just did.
While many of us in Europe were safely tucked up in bed during the early hours of this morning, something changed in the world of pharma…
Read the full articleThe analogue trap in forecasting
Posted 16th February 2011 in Articles, Commercial, General | Register to comment
Too often we’re blinded by obvious similarities between ours and another product and so then rely on this product as an analogue. Gary Johnson highlights why analogues often provide terrible forecasts.
One of the most popular approaches to forecasting is to search for a product that looks very similar to your product and then assume…
Read the full articleCardiovascular prevention is better than a cure
Posted 14th February 2011 in Articles, General, Interviews | Register to comment
Is it in pharma’s best interest to help with cardiovascular disease prevention? In our latest interview, Professor Neil Poulter explains how it might well be.
With limited early warning signs and increasingly poor diets and lifestyles, cardiovascular disease has become a real public health issue…
Read the full articleWhat Are IDEAs Made Of: Enemy of innovation – The TPP
Posted 11th February 2011 in Articles, General | 1 comment
With a decline in productivity within the industry, Mike Rea questions whether it’s the Target Product Profile that is holding back innovation.
The industry has a well-recognised problem. There is a prevailing view that developing drugs is hard, and that attrition is…
Read the full articleA beginner’s guide to digital pharma: part 1 – why bother?
Posted 10th February 2011 in Articles, General | Register to comment
Baffled by the digital space? Struggling to understand how pharma can ever embrace it or where to even start? Here are some thoughts to get you started.
We can appreciate that the digital space can be a daunting place for beginners. There are so many different social media channels and techniques…
Read the full articleFour cornerstones of successful patient engagement (part II)
Posted 9th February 2011 in Articles, Commercial, General | 1 comment
In the second of his two part series on patient engagement Mat Phillips highlights the essentials to building valuable and legitimate relationships with patients.
There is still a long way to go before patients are fully engaged with the decisions that affect their own health, and the…
Read the full articlePsoriasis 360: how pharma can do social media
Posted 7th February 2011 in Articles, General, Interviews | 1 comment
Is it time for pharma to stop pondering social media and actually dive in? Alex Butler explains how Janssen launched Psoriasis 360 and lived to tell the tale.
It seems like everyone is talking about social media and how a new paradigm has been set for the way in which businesses communicate with…
Read the full articleSocial media: from healthcare consumer to healthcare customer
Posted 4th February 2011 in Articles, General | Register to comment
In increasingly competitive markets, pharmaceutical companies need to learn what’s important to the patient to stay ahead. David Williams highlights how social media can help.
Patients want to discuss their health conditions with others who have had the same experiences. Why? Simply put…
Read the full articleEffective managed care marketing strategies for an evolving market
Posted 2nd February 2011 in Articles, General | Register to comment
Despite the growing influence of payers, such as managed care organisations, pharma directs minimal attention towards traditional managed care. Eric Boothe describes how we can award sufficient attention to managed care outreach and gain product success.
As managed care expands in the United States, few prescribed therapeutics today are purchased…
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