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The Pulse of the Pharmaceutical Industry

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HYC Health Adds Three to Team

Fast-growing healthcare and pharma agency HYC Health has hired Chris DeProfio as VP, account director, and Jim Kopeny and George Starr as associate creative directors.

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Med Ad News Announces 2017 Manny Awards Finalists, Person of the Year

Med Ad News announces the 28th Annual Manny Awards nominees; FCB Health CEO/President Dana Maiman named ad industry Person of the Year.

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Dudnyk Names New EVP, Director of Client Services

Christopher Tobias, PhD, president of Dudnyk, announced that Annemarie Armstrong has joined the agency as EVP, Director of Client Services.

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5 Key Strategies to Enhance Social Media Marketing Campaigns

Social media is integrated into the daily lives of consumers, often engaging with brands for customer service support – except when it comes to pharmaceutical companies.

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Havas Health consolidates health businesses

Havas Group announced that Havas Health becomes Havas Health & You. The new entity joins together the agencies of Havas Health with the consumer health marketing communications practices across Havas companies around the world.

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Fingerpaint Adds to Growing Scottsdale Team

Fingerpaint has added two new team members to its expanding Scottsdale, Arizona office: Andrea Kretzmann and Michelle Bergquist.

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Why Pharma Marketers Need a Mobile Video Strategy: Five Things to Consider

“Mobile first” media strategies have gained a full head of steam in almost all advertising categories, with Pharma being one of the few exceptions.

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Current Realities of the Audience Economy, from a Programmatic Perspective

Healthcare marketers have this grand vision of reaching the right patient/caregiver/healthcare professional (HCP) with the right message, at the right time, in the right context.

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Evoke Group Announces Creation of New Multicultural Agency

Evoke Group announces the addition of Fabric, adding a multicultural agency to a roster of leading health marketing companies, which includes Evoke Health.

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Medical Advertising Hall of Fame 2017

Ryan Abbate and Mike Lazur were honored as the 2017 inductees for the Medical Advertising Hall of Fame black-tie event held on Feb. 22 at The Pierre Hotel in New York City.

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HealthSTAR Communications Expands its Strategic Offerings with Launch of HealthSTAR Fusion Group

HealthSTAR Communications announced the launch of HealthSTAR Fusion Group, an important new addition to its strategic network of companies.

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Lions Health Announces 2017 Jury Presidents

June Laffey of McCann Health is the 2017 Pharma Lions Jury President and Serviceplan Health & Life’s Mike Rogers is the Health & Wellness Lions Jury President.

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Special Feature – Agenda 2017: Growing Up

Lurking behind all the sound and fury in the political realm, 2017 is bringing new opportunities to marketers that have nothing at all to do with orange hair. A whole generation of technologies are growing to maturity together – predictive targeting, virtual reality, behavioral science, interactive video, big data, and more – all of which are transforming the ways in which brands can communicate with their audiences. But of course politics will matter too in this Year One of the Trump administration, as the continuing debate over drug pricing and the impact of the new president’s policies on the pharma industry remain very much up in the ai

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Special Feature: Interesting times for pharma sales reps

Despite the general anxiety over the impact of President Trump’s policies, when it comes to pharmaceutical sales forces, little of what he does will actually affect pharma sales-force strategies. The trends that are continuing to play out are declining rep access, the size of pharma sales forces, and the struggle with the concept of key account management, as well as trying to figure out how reps should be compensated.

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John Kamp: Industry peacekeeping with President Trump holds promise but portends danger

As a public official preparing for international negotiations, I was taught by the U.S. State Department to always know exactly what you want and what you’re willing to give up before sitting down with a skilled international trading partner. It looks like pharma representatives were well prepared recently when sitting down with the country’s new Negotiator-in-Chief, President Donald Trump, but they should be mindful that the other shoe has yet to drop.

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8,000 miles for milk

Mixing milk with a socially minded marketing agency – AbelsonTaylor – and farmers in East Africa can make for impressive health benefits all around.

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The right message at the right time: Seizing the seasonal marketing opportunity

Taking advantage of the moment – whether it’s a seasonal opportunity, such as allergies or the flu, or a moment of awareness, such as Breast Cancer Awareness Moment – challenges marketers to consider the marketing mix and the best ways to reach target audiences with brand messaging. Increasingly, with a spend approaching 10 percent of the $5 billion DTC market, pharmaceutical marketers are including POC as a key marketing strategy because they know that it works.

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Launching a drug on all cylinders – winning with digital

“Failing to plan is planning to fail” states time management guru Alan Lakein. Nowhere does this axiom ring more true than in the tightly controlled world of Rx launches. Given the time and expense required to bring a prescription drug to market, coupled with its limited exclusive lifespan, we must maximize every moment from market conditioning to loss of exclusivity (LOE).

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Making live video work for pharma

When it launched in February of 2015, Meerkat looked like it was going to be the hottest social application since Facebook. Two years later, Meerkat’s live-streaming platform is gone, taken down in the fall of 2016 after losing a battle for users with the similar (but Twitter-backed) platform Periscope. But although the players have changed, interest in live streaming has stuck around – and in some cases, grown quickly as users see the possibilities for it and existing social platforms begin adding it to their arsenal of features.

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Put your data to work!

In today’s world, consumers have come to expect personalized experiences – it is not a nice-to-have, but rather, a point of entry if you want to remain a competitive brand. At the crux of personalization is, you guessed it…data. Personalization can look like many things – an advertisement for a famous seafood restaurant in Miami, even though you live in Boston (but you did recently book a vacation to Miami?); or it might look like a kiosk in a drug store with a platform to stand on to find out your perfect in-sole thickness and density.

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