Healthcare advertising rarely demonstrates that it knows how to reward customers for their time, or shows what a smart creative idea can do. We need a better approach. Making memorable creative isn’t easy but it is possible in healthcare. There are just certain must haves. The first must have is obviously a talent for creative. Creative talent is the love child of imagination and a sense of humor. It looks at problems from unusual angles that’s why a smart idea seems so fresh: It is liter-ally “not the usual.” You can raise this talent for unexpected solutions by studying how others have disco ..read more

Most marketers probably get more excited over the latest shiny new AI tool than a dusty old rule book. We’re attracted by opportunity, not by limitations. But the truth is that you’ll only be able to maximize your success if you also have an excellent handle on the regulatory environment you’re in. This is especially relevant in biopharmaceutical patient engagement, where regulatory infractions can have existential consequences. In this context, we shouldn’t just think of the Sacklers and Shkrelis and Holmeses of the world, who coupled regulatory noncompliance with lamentable ethical failures ..read more

We are at a tipping point in the adoption of Clinical Research 2.0. The evolution of risk-based quality management (RBQM), wider adoption of artificial intelligence (AI) and regulatory updates have set the scene for a new holistic approach to data management. We are in a position where we have the computer power to build this bright future. Now we need the people power. In 2023, the Tufts Center for the Study of Drug Development, in collaboration with CluePoints and PwC, shared data from an industry- wide survey on RBQM adoption and attitudes. The top perceived RBQM adoption challenge (69%) wa ..read more

As the demand for high-quality, trustworthy, and actionable healthcare information grows, the window of time to capture a healthcare professional’s attention seems to narrow. With the majority of HCPs spending thirty minutes or less per workday engaging with medical news or educational content, the influence of peers and key opinion leaders (KOLs) has become increasingly powerful. In fact, according to a 2022 survey, most HCPs (~63%) prefer to hear directly from experts, KOLs, or peers regarding information about the latest in research, trials, and treatments. However, the difference between a ..read more

An industry poised for progress will need to take the steps that reinvent copay technologies, and improve patient affordability programs. The opportunity to reshape an industry doesn’t come along every day. Two decades ago copay savings programs were once a novel idea: instant rebate cards that financially assisted millions of patients in accessing vital medications, treatments, and therapies that would otherwise be unaffordable to them. As the technology evolved to utilize the pharmacy claims system, an industry of businesses formed, known today as patient affordability providers. In recent y ..read more

Patient profiles can help healthcare professionals understand their patients better based on their personal issues, thus helping them feel more confident and comfortable with their treatment experience. Patient profiles are a tried-and-true marketing tool for educating HCPs about brand benefits and helping them visualize actual patients who are appropriate for a certain treatment. They usually focus on physical characteristics that can help doctors identify these patients. But they could deliver much more value by presenting perspectives on a patient’s mindset based on personal issues such as ..read more

Understanding the “why” before the “how” as Med Affairs charts the course for pre- and post-launch strategies. In the rapidly evolving landscape of healthcare, where breakthrough therapies and treatments emerge at an unprecedented pace, conventional boundaries are rapidly shifting. Medical Affairs is at the forefront of this paradigm shift. With a focus on patient-centricity, data-driven insights, and collaborative partnerships across the healthcare ecosystem, it’s redefining the playbook for market shaping and building advocacy for a product pre- and post-launch. The role of Medical Affairs t ..read more

Medical science Liaisons know that change is coming; How are they cashing in? Medical science liaisons (MSLs) within pharmaceutical companies deal in a special currency: scientific exchange and real-world insights gathering. Only they can share certain types of information with a growing number of medical stakeholders and back medical insights to guide strategic development and brand decisions. Yet, can anyone be certain that this highly valuable currency is being spent wisely? While the MSL role is expanding across all stages of pharmaceutical development and to encompass a growing number of ..read more

According to research between pharma professionals and customers, there is still room for improvement regarding prioritized customer experience. As customer journeys have become more complex, with digital opening up many new engagement channels and touchpoints in recent years, customer experience (CX) has been increasingly prioritized by pharmaceutical organizations. However, recent research among both pharma professionals and customers shows that there’s still a lot of work to do. Pharma organizations are reporting low digital product success rates, and HCPs are reporting low levels of trust ..read more

PM360’s Focus On section examines examines a specific area of the life sciences industry. In this issue, we take a closer look on the importance of patient education to Healthcare Professionals and navigating the challenges that arise. From important changes to engaging physicians to finding out how new technologies will help address HCPs education needs, hear what our specialist had to say. What do you think are the most important changes to engaging physicians our industry needs to keep in mind now? ABIGAIL MALLON Chief Patient Experience Officer, VMS BioMarketing Physician burnout is on the ..read more