Pharma Marketing Buzzwords The Good, the Bad, & the Just Plain Useless!
Lately, there’s been a lot of “buzz” regarding the use of “buzzwords” at commercial pharma conferences focused on marketing and sales. Critics have suggested that buzzwords erode patient and healthcare professional trust in the pharmaceutical industry.
Even industry insiders question the use of buzzwords. “We on the commercial side of the business have an unhealthy obsession with ‘buzzwords’,” said Timothy White, Senior Director & Head of Global Customer Interaction Management at Lundbeck.
All the negative buzz about pharma buzzwords inspired the creation of the Pharma Marketing Buzzword Bingo Card (shown here) and the Pharma Marketing News “Pharma Buzzword Survey,” which asked respondents to grade a list of buzzwords commonly heard at conferences and marketing meetings within pharmaceutical companies. This article summarizes the results of that survey.
Topics (partial list):
- Massively Counter-Productive?
- A Failure to Communicate?
- Unhealthy Obsession?
- The Patient Included Charter
- Table: A Non-Definitive List of Pharma Marketing Buzzwords.
- In Defense of Buzzwords
- Pharma Buzzword Bingo
- Grading Pharma’s Favorite Buzzwords
- Survey Results
- Buzzword Blame Game
Download the full article (PDF file) here:
www.pharma-mkting.com/news/pmnews1404-article01.pdf PharmaGuy’s Pharma Marketing Buzzword Glossary from PharmaGuy.com
Issue: Vol. 14, No. 4: May 2015