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When a Drug Misses Expectations, Who Actually Failed: The Brand, the Market, or the...
Who takes the blame when a drug grows, yet disappoints Wall Street? That's the challenge of pharma commercial accountability: figuring out whether the brand,...
Doctors Can Now Read Patient Reviews Beside Clinical Evidence. Pharma Should Pay Attention.
Clinicians once found trial results in one place and patient stories elsewhere. Now, that separation is getting thinner. DxCheck's new DxPro workspace brings cited...
Five Weeks. Nearly $198 Million. Rasonque’s Launch May Be Too Good to Benchmark.
A new cancer drug generates nearly $198 million in five weeks. Is that the beginning of sustained commercial success or an unusually crowded starting...
An Ovulation Kit Became a “Pre-Pregnancy Test.” That Tiny Rename Changes the Category.
What if the biggest barrier to selling a healthcare product isn't the product itself, but what people call it? Piramal Consumer Healthcare's i-choose campaign...
One Letter to Diabetes. Four Audiences. Can One Creative Idea Really Hold Them Together?
Can one question make a person with diabetes, a worried parent, and a clinician feel equally heard? Dexcom is testing that idea with A...
The Company Filed Chapter 11. The Drug Still Has Patients.
A pharmaceutical company can enter bankruptcy without its patients entering a treatment pause. Yet headlines rarely make that distinction clear. Karyopharm Therapeutics' Chapter 11...
FDA Says Some Ad Violations Could Have Been Prevented Before Launch. Why Weren’t They?
Thirty FDA enforcement letters in one year raise an uncomfortable question for drug marketers: how many campaigns could have been fixed before the first...
PhRMA Spent Nearly $59 Million on Search Ads. What Exactly Was It Selling?
What does a search ad sell when no medicine is for sale? Pharma public affairs advertising often promotes a policy position rather than a...
Lilly Is Paying to Grow the Eczema Market. Sanofi Thinks Dupixent Will Reap the...
What happens when a challenger pays to educate patients but its biggest rival captures the sale? This highlights an interesting side of competitive DTC...
Mr. Mucus Has Outlived Countless Campaigns. Pharma Should Pay Attention.
What makes a healthcare brand memorable when its advertising keeps changing? Mucinex offers a useful answer. Its longtime mascot, Mr. Mucus, continues to appear...
