Patient advisory groups can serve as a direct and unvarnished way of obtaining important information prospectively and retrospectively about your brand and the market. Who better to ask about treatment than those we ultimately strive to help. Patient [...]
With limited marketing dollars, you have to determine how to get the most bang from your buck. What’s going to reap the greatest return on your investment? It’s a fair question. But in order to really answer it, [...]
It’s natural. You will be launching a new product and all of your efforts are going into making sure the new drug, diagnostic or device is ready for prime time. Budget is allocated to support the launch. Branding [...]
This past November, I had the privilege of attending an event to raise awareness of Progeria, a rare and fatal genetic disorder characterized by accelerated aging in children. In addition to viewing a powerful documentary, the evening featured [...]
At the end of 2013, GlaxoSmithKline (GSK) announced that it would end the practice of financially compensating healthcare professionals to speak on its behalf about its products or disease states to audiences who can prescribe or influence prescribing [...]
It’s easy to get caught up in brand centricity. We are constantly challenged to assess why our brand is superior to competition or answers a need that others do not. Our professional efforts revolve around the discovery, refinement [...]
Too often our good health is something we don’t acknowledge or even work to maintain. We acclimate to our norms and carry on. But what if we were faced with a diagnosis of a rare disease. What thoughts [...]
Marketing orphan drugs versus treatments with large disease states are two very different tasks. The reality is that branding, positioning and sales of treatments for rare diseases is a relatively new niche in the history of pharmaceutical marketing. [...]
Overall, webinars and webcasts can be extremely useful vehicles to communicate your brand to both patients and HCPs. Here are some recommendations for you to consider. The audience Need to have a very [...]
As stewards of brands within the healthcare industry, our effort to communicate is regulated. Accountability takes many forms. We must comply with the guidance and instruction from governmental regulatory bodies. We must comply with the outcomes of internal [...]