Market access has been and continues to be an important process, and as of late many agencies have been boosting their capabilities in this area. We recently caught up with Ellen Cappellino, the new executive director of value, access, and reimbursement at Klick Health and the agency’s chief medical officer, Holly Henry, to discuss current market access issues and its future.
Tag Archive for: HCPs
If you represent or support a pharmaceutical manufacturer, chances are good you’ve seen all the conversation around biosimilars heating up. In July alone, we saw an unprecedented number (seven!) of biosimilars for Humira launch simultaneously. Interestingly, though, if you look at the conversation going on in the marketplace, the bulk of the discussion about which will be adopted and why is focused on behind-the-scenes pricing. However, as many recent reports and our experience indicate, that’s not really what’s standing in the way of adoption.
In the age of artificial intelligence (AI), the boundaries of communication and information dissemination are expanding exponentially. Key opinion leader (KOL) videos are no exception. The ability to create lifelike avatars to deliver content in a way that’s nearly indistinguishable from human presence is not only here, but it’s here to stay.
Linqia introduces a first-to-market offering designed to make it safer and easier for pharmaceutical brands (OTC and Rx) to leverage professional healthcare professionals for influencer marketing campaigns.
The pharmaceutical industry is finally embracing the idea of engaging with key digital opinion leaders (DOLs) to aid in disseminating information, raising awareness, and educating healthcare professional (HCP) peers in their field. Many articles and case studies have been written about identifying DOLs, mapping their influence, and matching the right DOL to the right campaign. In the past year, an increasingly larger number of medical and commercial teams at pharmaceutical companies have begun to execute these campaigns. The question many companies are now asking is: How do we measure the effectiveness of these DOL efforts?
Most of us engage with social media at least once day. I am being pretty conservative as I write that statement. On a global scale, a person spends an average of 2.25 hours a day on social media. And for those of us who work in media or healthcare communications, we are on and off social media all day, pretty much every day. On this professional scale, we use social media to educate and engage with our audience.
Monday, February 13, 2023, was a typical day for me as a healthcare marketer and busy mom of two, aside from having my yearly 3D mammogram. Fast forward a few days to Thursday the 16th, at 3:56 PM, which kicked off a scary period in my life. The “C word.”
Traditional pharmaceutical sales and marketing approaches will be inefficient when trying to reach such a small population. To maximize efficiency and effectiveness of commercial efforts, commercial leaders must take a creative approach to their targeting strategy.
It’s time we dumped one of healthcare marketing’s laziest excuses. You know the one: if an ad “fails,” blame the creative. This familiar knee-jerk isn’t just unfair, it’s inaccurate.
As an industry, we may not be able to change the political landscape, but as members of the healthcare advertising world, we have a responsibility and role to play in educating and supporting HCPs to deliver inclusive and often life-changing care to the LGBTQ+ community.
