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Direct-to-Consumer Ads Garner Mixed Outcomes DTC advertising's reputation as a bully may be largely overstated. There's little evidence that sales of specific drugs increase, and there may be some benefit.   |
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How Much Trouble Does Health Care Marketing Cause? Whether for drugs, imaging, surgery, or emergency services, direct-to-consumer advertising sparks lively debate. |
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Off-Label But On Point? Use of off-label drugs is a balancing act for physicians, and poses even more problems for pharma. The FDA is moving slowly to help. |
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Cabacungan & Clark |
New Ways to Gain New Brand Insights If you can learn to understand patient and physician behavior, you are well on your way to strengthening the position of your product. |
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January 1, 2013
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The Doctor-Patient Disconnect Doctor-patient conversations aren't always what we think; this basic interaction represents both a problem and an opportunity for today's drug marketers, says the author. |
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Zimmerman & Fay |
Marketing to Professionals: Dr. Ambassador The pharma industry is under siege in the news media. Smart companies must create a role for physicians as ambassadors who can raise patient confidence in drugs and the pharma industry as a whole. |
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Musacchio & Hunkler |
More Than a Game of Keep Away The Prescribing Data Restriction Program takes effect in July. The AMA explains how individual doctors can keep their prescribing habits safe from reps, and how pharma can keep using the anonymous data -- if the industry polices itself. |
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Side Effects: The Case of Propecia Selling Propecia was a difficult marketing task for Merck & Co., and was recently the subject of a case study debated by Harvard Business School alumni. |
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Engage the Physician! New research shows that gauging the mind of the clinician is crucial to timely uptake of the new diagnostic tools offered by the genomic revolution |
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Doctors' Words No Longer Gospel In the digital age, physicians don't call the shots when it comes to healthcare guidance. Marketers must appeal to multiple sources in seeking ways to garner patient adherence and loyalty. |
Pharmaceutical Executive
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Paolo De Marino |
Registering Value: Always in the Eye of the Beholder The organizational disconnect between marketing and market access is curable if both groups focus on what counts: who's making the final purchase. |
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Cracking Down on Pharma Swag Several medical centers are barring their doctors from accepting freebies like pens and lunches from any vendor. Here's why. |
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The Personal Touch in Digital Promotion The shift from sales rep meetings to digital selling methods must include innovation and a physician-centered mindset in order to be successful. |
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Nickum & Kelly |
Missing the Mark(et) Pharmaceutical companies spend billions on data. Sales reps crowd the waiting rooms. So why is the doctor out? |
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The Re-Emergence of the Primary Care Physician A new model of care developed by the American Academy of Family Physicians places primary care physicians back at the center of care delivery. |
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Arthur Lazarus |
Expert Opinions Create Liability for Physicians Physicians cannot rely on courts, drug companies, or HMOs to protect their freedom of speech. Their experience and knowledge form the foundation of all medical opinion. |
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Getting the Marketing Mix Right Marketers have a wide array of selling tools at their disposal, but have lacked an effective method for predicting their success. |
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Amgen uses algorithms to venture into digital healthcare A senior vice president of global marketing and commercial development, says she's working with the CIO to set up a digital healthcare organization that can help physicians better predict how patients will respond to therapies. |
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Harry L. Leider |
HMOs Need To Share Gains of DM Programs Physicians are more likely to buy in if they see better outcomes -- and financial rewards that go with them... |
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Karen Ignagni |
Health Plans Will Use New Tools To Help Physicians Practice Better For the first time, plans are in a position to work with physicians to improve outcomes, efficiency, and patient safety.... |
Managed Care
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MargaretAnn Cross |
What the Primary Care Physician Shortage Means for Health Plans Insurers fear rising costs and poorer outcomes if members are less able to get appointments with family physicians and general internists. |
