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Protected: R.J. Lewis’s New Book, Beyond Results: Pharmaceutical & Healthcare Marketing in the AI...
A decade after RESULTS, R.J. Lewis examines what AI really changes for pharma and healthcare marketing, and what it doesn't
November 13, 2026: Beyond Results:...
CMS Just Made the “New Formulation” Playbook Less Valuable.
A new delivery method can give an established drug a fresh commercial story. Now, CMS is changing the rules. CMS's latest Medicare decision could...
Summer Was Over. BMS Launched the Melanoma Campaign Anyway.
Autumn leaves usually signal the end of summer. For Bristol Myers Squibb Canada, they became a reason to revisit skin health. Its November 2026...
Pharma TV Spending Dropped 14.5%. Baseball May Be Part of the Reason.
A 14.5% drop in prescription drug TV spending sounds like an industry retreat. But what if part of the decline came from a shorter...
Ro Treats Patients. Now It Wants Their Care Journeys to Become Research.
A patient starts a GLP-1 medication online, reports side effects, and returns for follow-up care. Each interaction creates information about what treatment looks like...
The App Said “BEST Drugs.” The Court Said That Was Advertising.
Can a health app advertise a drug without showing an ad? South Korea's DoctorNow case shows why prescription app design deserves closer scrutiny. Its...
“DNA Medicine” Is a Breakthrough. It’s Also a Messaging Problem.
As Voceryq moves toward launch, DNA medicine commercialization faces a challenge that has little to do with the science: explaining what this unfamiliar treatment...
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...
