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J&J May Be Winning Psoriasis Patients Who Weren’t in the Market Yet
Johnson & Johnson may be changing how pharmaceutical companies think about launch success. Its psoriasis treatment, Icotyde (icotrokinra), is attracting patients who have never...
No Consumers. No DTC. So What Does Pharma Marketing Look Like When Washington Is...
Commercializing pharmaceuticals for government buyers requires a different playbook, especially when Washington, rather than patients or physicians, is the primary customer. There are no...
Why Is Patient Art Sitting at an ADC Conference? Invenra Thinks B2B Marketing Needs...
B2B life sciences marketing often revolves around scientific data, technical capabilities, and potential partnerships. However, Invenra brought something unexpected to the 2026 World ADC...
UCB Turned Swag Into Patient Support. That Changes the Role of Campaign Merch.
Pharmaceutical marketing has never lacked promotional merchandise. From branded pens to conference tote bags, giveaways have long served as reminders of a company or...
Doctors Trust the Journal. They Don’t Trust Your Content Nearly as Much.
A pharmaceutical company can invest heavily in medical content and still struggle to influence clinical decisions. Why? Recent research suggests that what makes content...
The Drug Is Ready. The Test Isn’t. Who Owns the Launch Failure?
Precision medicine promises the right treatment for the right patient. But what happens when the drug is ready and the test needed to identify...
Your Drug Is Decaying on the Way to the Patient. Welcome to Radiopharma Marketing.
Imagine launching a cancer treatment that begins losing radioactive strength before reaching the patient. For pharmaceutical marketers, that challenge is becoming a commercial reality....
Cancer Support Is Usually Treated Like an Extra. This Campaign Says It’s Part of...
Cancer treatment is often defined by chemotherapy, surgery, radiation, and medication. But what about the emotional, financial, and practical challenges patients face along the...
Vitiligo Is Visible. AbbVie Is Marketing What Patients Can’t See.
Vitiligo is visible, but its emotional consequences often are not. AbbVie’s Look Deeper than Pigment campaign shows how hidden disease burden marketing can bring...
Ninety-Three Studies Reopened Pharma’s Oldest Marketing Question: How Much Influence Is Too Much?
A new Cochrane review has reopened one of pharmaceutical marketing's most uncomfortable questions: when does professional engagement become undue influence? Examining 93 studies, researchers...
