Value has so many meanings, but unfortunately the term has become synonymous with cost in the media/political landscape. As agency partners, we can help redefine how our clients communicate value to all audiences: HCPs, patients, caregivers, payers, investors, media at large and even to employees.
For the twelfth year, Med Ad News chose new Marketing Ventures to Watch that could change the way pharma products are marketed and sold.
Med Ad News reached out to agency executives to get their perspectives on how they have dealt with gender and diversity issues in their careers and in their lives.
Med Ad News spoke with digital guru Fabio Gratton about the present and future of augmented and virtual reality technologies in pharma and healthcare.
The next decade promises to be an exciting time for science and innovation. Technological advancements are being made on a daily basis and many of these have the potential to directly impact our everyday lives. In fact, technology is changing at such a rate that it can often seem difficult to keep up.
As augmented reality (AR) technology continues to mature, more life science companies are expanding its use, enabling a new class of innovative content for field teams to bring treatments to light. Whether demonstrating a new therapy, showing how a new medical device works or providing details about a complex disease state, AR can improve customer engagement, education and brand differentiation.
Pharma companies may not like their products being the subject of ICER reports, but they can provide a jumping-off point for manufacturers to expand the conversation of the value of new medicines in the rare disease area.
HHS announced its new price transparency rules for direct-to-consumer TV ads. Now the industry has to sort out what to do about them.
The marketplace is changing. It has become cliché to say it. In fact, for years the healthcare market access space has been under pressure to evolve, grow, and reinvent itself – all while digging in its heels and clinging to a vanishing status quo.
Access to treatments for rare diseases depends on a delicate balance of a price that allows for the development of innovative therapies while also being considered “affordable.” A low price for a manufacturer’s therapy would discourage potential developers from focusing their future efforts on new therapies because of a limited return on investments. At the opposite end of the spectrum are barriers to access based on a price that is considered cost prohibitive; utilization is limited in an effort to control costs. The balance between these 2 opposing access decision-making contingencies will determine the degree to which patients with rare diseases will receive the treatments they need.
