The pharmaceutical market is getting more and more competitive every day and many companies are finding it challenging to secure solid financial returns. This has led many pharmaceutical companies to seek innovative ways to stay ahead in the market and improve their financial returns. With the rise of Customer Relationship Management, a number of pharmaceutical […]
Author Archives: leon
The future of promotional medical education
Promotional medical education has for decades been a fixture of pharmaceutical marketing. In its “traditional” form, sales reps from a drug company invite physicians to a live, in-person meeting to listen to a key opinion leader discuss a medicine. The value from the physicians viewpoint is learning about a new medicine and to network with […]
Should pharmaceutical digital strategy be more focused towards patient or doctor engagement?
Pharmaceutical digital strategy that might have been adopted in the last few months due to the cancellation of events throughout the pharmaceutical and life science calendar is to focus on delivering digital material to delegates of some of those events which have been moved into digital environments. The COVID-19 crisis has meant that most pharmaceutical […]
How Pharma is Using Analytics to Improve Customer Experience
Pharma marketing departments are no longer just responsible for bringing in new subscribers. Pharma is Using Analytics, they are now tasked with managing the entire customer experience, starting from the initial interaction to establishing and maintaining a loyal brand relationship. Pharma is Using Analytics, investing heavily in digital media and omni-channel marketing, they don’t sell […]
How Challenger Pharma Brands Can Beat Giant Competition
Challenger Pharma Brands is typically defined as a company that’s neither the market leader or a particularly niche brand, but one that sets itself apart with a driven mindset. According to The Challenger Project, these brands are “less about business enmity, and more about an often mission-driven desire to progress the category in some way […]
How Do Drugs Get Named? The Art and Science of Naming
Drugs Get Named by the norms set by the World Health Organization, they assign international nonproprietary names (INN), also known as common names, to compounds upon request from drug developers. Structures of INNs are publicly available and represent a source, albeit underused, to understand trends in drug research and development. Here, we explain how a […]
Differentiate Your Brand by Understanding What Physicians and Patients Want
In a crowded, changing health care landscape, it can be tough for organizations to set themselves apart from the pack. However, if you’re struggling to find a primary differentiator, keep in mind that your customers are probably equally flummoxed. As health care marketers, you know that you have a story to share. It’s a competitive […]
Effectiveness of disease awareness advertising in emerging economy
Past researches tried to explore the impact of disease awareness advertising only on relationship between drug manufacturers and consumers. As physicians are a significant stakeholder, it is important for marketers to know views of physicians before any communication planning. The present research intends to primarily understand the views of Indian health care professionals about effectiveness […]
Second brand strategy in pharma industry helps address risks of emerging markets.
Launching a second brand is a marketing strategy to address an unmet need distinct from the current brand. In the pharmaceutical industry there are several instances of manufacturers marketing a drug for different indications as independent brands. However, in addition to the “new brand for new indication” approach, drug manufacturers have also frequently re-launched a […]
The pharma industry needs to focus on customer experiences rather than just products.
Customer Experiences – It’s a strange time in pharmaceutical marketing. Just when most industries are finding it easier to reach customers than ever before, pharma companies are finding it more difficult. As drugs fall off the patent cliff, marketing budgets are being slashed. As regulators get tougher, marketers are losing access to healthcare professionals. And […]