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The First Prescription Digital Therapeutic for Anxiety & Depression
Happify Health launched Ensemble, the first and only transdiagnostic prescription digital therapeutic for the treatment of patients who have Major Depressive Disorder (MDD) or...
The “Pharma-as-a-Pharmacy” Pivot: Why Direct-to-Patient Models Are Rewriting Commercial Strategy
Direct-to-patient pharma is evolving from an access experiment into a broader commercial strategy. Manufacturer-led platforms such as LillyDirect and PfizerForAll are creating more connected...
Pharma Measurement Has a New Problem: Too Many “Correct” Answers
Pharma marketers once struggled to get enough performance data. Today, the problem is almost the opposite. DSPs, publishers, clean rooms, audience platforms, agencies, and...
One Commercial Leader, Fewer Silos: Daiichi Sankyo’s Reorg Raises a Bigger Marketing Question
What happens when a pharmaceutical company puts more of its commercial engine under one leader? Daiichi Sankyo is about to provide a useful case...
An NFL Partnership for Sickle Cell? Genetix Is Betting on Cultural Reach for a...
Marketing for rare disease awareness comes with a basic challenge: how do you make a complex health issue feel relevant to people who may...
Regeneron Made Science Feel Like Meditation. That’s More Radical Than It Sounds.
Regeneron has done something unusual with scientific communication. Instead of making the science faster, louder, or more promotional, it slowed everything down. Its Science...
Same HCP List. Same Budget. 32% More Doctors. What Changed?
The same physician list, budget, creative, flight dates, and bid strategy should produce roughly the same reach, right? A recent specialty pharma test suggests...
A Sample Request Isn’t Just a Sample Request Anymore
For years, pharmaceutical sampling was largely viewed as a rep-driven transaction. A healthcare professional asked for a product sample, the request was processed, and...
Two Hospitals, Two Different Markets: The 340B Problem Pharma Can’t Ignore
Two hospitals may serve the same therapeutic market, treat similar patients, and sit only miles apart. Yet their pharmacy economics and access environments can...
Who Really Pays for Patient Assistance? Pharma’s Growing AFP Problem
Alternative funding programs in pharma were once viewed mainly as a payer issue, but they are becoming a much broader patient-access challenge. These programs...
What Happens When the Government Enters the Pharma Customer Journey?
For decades, pharmaceutical marketers have worked with a fairly familiar customer journey. A patient sees an ad, searches for a condition or branded drug,...
