In a competitive market, brands rely on their reputations to give them an edge. However, these reputations are built on perceptions — and because it’s up to consumers to develop their own perceptions, brands may feel as though they have less control in developing lasting loyalty. This is especially true in the pharmaceutical industry due to where pharmaceutical manufacturers reside within healthcare’s value chain. In the patient-doctor relationship, pharmaceutical companies are the left-out third wheel.
An advertising campaign called “Spread Facts, Not Fear” encourages safe habits and point people to the experts regarding the Covid-19 pandemic.
In these days of the COVID-19 epidemic, many in the pharma industry are facing the challenge of accessing their customers and engaging in communication. The good news is that there are virtual solutions and approaches that are proven to deliver when in-person selling is limited or no longer an option.
By Justin Freid, executive VP, growth and innovation, CMI/Compas. Have you ever tried to seesaw alone? Imagine the scene: a playground with two seesaws. On one sits a doctor. On the other one, a patient. The seesaw itself is your brand’s messaging – one seesaw has just HCP messaging and the other only DTC messaging. The […]
Industry contributors shared with Med Ad News topics that will have a major impact on pharma marketing during 2020.
A look at how the California Consumer Privacy Act put into effect in 2020 will impact the pharmaceutical industry.
23andMe announced that the company was laying off about 100 employees as sales were down, reflecting a shrinking market for DNA test kits to consumers.
By David Reim, Chief Privacy Officer at DMD The California Consumer Privacy Act (CCPA) is now the law of the land. California is home to 12% of the country’s consumers, as well as 12% of physicians. Avoiding California is not an option for most healthcare marketers. Over the last six months, I have had almost […]
Merkle’s webinar will show how to harness Artificial Intelligence (AI) to better understand data and enhance future consumer-brand interactions.
Pharma is in digital hyperdrive, and the job market looks nothing like it did in the past. Pharma marketers who ignore changes risk losing their competitive edge.