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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...
Kidney Patients Aren’t Just an Audience Anymore. They’re Becoming a Constituency.
For years, pharmaceutical companies have approached patient advocacy through education campaigns, disease awareness programs, and partnerships with patient organizations. However, the American Association of...
What If Patient Ambassadors Were Your Best Research Team?
What if your most valuable research team already understood your patients because they were patients themselves? Could a patient ambassador strategy built around continuous...
A Prescription Wearable Went on TV. The Funnel Looks Nothing Like Pharma’s Usual One.
The way prescription medical devices reach consumers is changing, and Osteoboost's national television campaign offers a revealing example of that shift. In September 2026,...
