Zolgensma’s successful market uptake by payers may hold lessons for other manufacturers of costly gene therapies.

Brands and agencies are finding creative ways to explore the patient experience by placing viewers inside a hypothetical patient’s personal space.

The COVID-19 virus has fundamentally changed how we go about our daily lives on both a personal and professional level. We are becoming more accustomed to social distancing and virtual interaction with our friends, family members, loved ones, and colleagues. The change in behavior seems to be an easier adjustment in our personal lives than professional lives, but both have been impacted as a result of the virus.

For all the digital and interactive tools that keep popping up, television remains the DTC marketer’s old reliable.

Point of Care (POC) technology platforms present a number of opportunities to engage with patients, and those opportunities must be tailored to the audience to provide value.

In addition to increased scrutiny on appropriate tone and message in light of social distancing and stay-at-home mandates, tactically, we’re already seeing the impact with brands like Linzess reinforcing telemedicine opportunities by shifting their tagline to “You may be able to talk to your doctor about your symptoms online.”

What are payers focusing on in the time of stay-at-home, work-from-home, yet still trying to serve patients? What do manufacturers need to understand? Med Ad News spoke with Greg Novello, executive VP, strategy at McCann Health Managed Markets; Adrian Garcia, senior VP, managed markets, at GSW; and Katherine Seay, executive VP, managing director, managed markets communications, Syneos Health.

The importance of patient satisfaction is no more important today than it was yesterday. The difference is we now have the technology and tools available to bring it to life. We are continually learning about the needs of healthcare providers and patients, and will not stop seeking new and innovative way to share those insights in order to improve patient care.

Those pesky ones and zeros lurked behind virtually every key trend in pharma marketing in 2019, and their influence will only grow in 2020.

The age of blockbuster drugs has officially given way to precision medicines that are customized for rare diseases and individual patients. We are in the early days of a decades-long trend that will influence changes throughout the entire life sciences industry and lead to groundbreaking cures and treatments.