Marketing - Pharmaceutical Executive

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Marketing
Advertising and promotion of prescription drugs, including direct-to-consumer, direct-to-patient, and professional marketing.

Fixing Wikipedia

April 10, 2014

Will Pharma join a growing effort to make the world's leading online health information resource more relevant to providers and safer for patients? Peter Houston reports.

The New Metrics of Market Success

March 3, 2014

Profitability now depends on metrics to help companies answer a key strategic question: "stay the course" with more investment in sales and marketing? Or "stand down" and deploy those scarce assets somewhere else?

Managed Markets: Positioning Your Product For Success with Pull Through Strategies

February 1, 2014

A patient-centric approach to drug development delivers the benefits that actually create value.

Social Media: Have We Reached The Tipping Point?

February 1, 2014

For pharma marketers, the good news is recent advances in social media monitoring make it possible to listen to or engage with patients on social media websites.

Product Positioning 2.0

February 1, 2014

Industry and market transformations have dramatically altered when and how products should be positioned for launch, writes Stan Bernard.

Multichannel: Insights for Measuring Effectiveness

October 14, 2013

This paper demonstrates how multichannel customer engagement strategy helps organizations succeed in a more complex, regulated and cost conscious market. Using on the results of a recently Cegedim Strategic Data study on sales rep detailing by channel effectiveness , this is the first in a series of whitepapers on the subject.

Market Access is Dead

October 1, 2013

Patient access is the new driver of change and progress in healthcare marketing, says a senior industry player in market development.

The Art and Science of Creating Discomfort

September 1, 2013

What does a challenger brand need to do?

The Art and Science of Creating Discomfort: What does a challenger brand need to do?

August 22, 2013

To a marketer's initial effort to get health care providers to switch medicines they use to treat patients, comfort is the enemy. Marketing guru Al Topin describes how beyond creating discomfort, promoters need to create a new comfort zone and strengthen it by identifying unmet needs that the new therapy addresses.

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