Predictive patient identification using healthcare data and analytics to identify potential undiagnosed patients with eye conditions.

Your Next Patient May Not Know They’re a Patient Yet

Donna Pacheco -
0
A new approach to patient identification is beginning to challenge a basic assumption in pharmaceutical marketing: that marketers already know who the patient is....
Fashion runway concept illustrating contextual pharma marketing around alopecia, confidence, identity, and self-expression.

Alopecia at Fashion Week? Sun Pharma Found a Context Most Health Ads Can’t Create

Donna Pacheco -
0
What happens when a pharmaceutical campaign enters a cultural space where its message already makes sense? Sun Pharma offers a timely example of contextual...
A cinematic healthcare awareness scene illustrating pharma entertainment marketing through long-form storytelling and disease education.

GSK Made a Lifetime Movie About Meningitis. Is This the Future of Pharma Advertising?

Donna Pacheco -
0
GSK did something unusual for pharmaceutical marketing. Instead of buying another commercial break, the company helped create the entertainment around it. Its sponsored Lifetime...
Sandwich generation caregiver balancing work while caring for a child and an aging parent at home

The “Sandwich Generation” Squeeze: Is Pharma Marketing Built for the Caregiver With Two Patients?

Donna Pacheco -
0
For millions of Americans, caregiving does not involve just one patient. Caregivers in the sandwich generation may manage an aging parent's medications in the...
Patient discussing a rejected prescription claim with a pharmacist at the pharmacy counter.

Your Patient Campaign Got the Click. Then the Pharmacy Claim Was Rejected. Now What?

Donna Pacheco -
0
Your patient campaign worked. The search ad connected. The website answered the right questions. The patient spoke with a healthcare professional and received a...
Medical Affairs and pharma Marketing professionals coordinating an omnichannel strategy for healthcare professional engagement

Medical Affairs Is Becoming a Media Player. Where Does That Leave Marketing?

Donna Pacheco -
0
A medical affairs omnichannel strategy is challenging a long-standing assumption in pharma: Marketing manages customer communications, while Medical Affairs focuses on scientific exchange. That...
Pharmaceutical company headquarters representing pharma corporate branding, corporate reputation, patient trust, and medicine brand strategy.

The Pharma Brand Isn’t the Only Brand Anymore. Should Companies Start Marketing the Company...

Donna Pacheco -
0
Pharma corporate branding is becoming an increasingly important part of pharmaceutical marketing. For decades, companies invested heavily in making individual medicines recognizable while the...
Nasal epinephrine spray representing behavioral patient marketing and the shift toward needle-free emergency allergy treatment.

The Needle-Free Pivot: What neffy Teaches Us About Changing an Emergency Behavior

Donna Pacheco -
0
Introducing a new drug is difficult. Introducing a new behavior during an emergency is harder. That is what makes ARS Pharmaceuticals’ neffy an interesting...
Patient sharing feedback with pharmaceutical and healthcare professionals during a patient engagement meeting.

You Asked Patients What They Wanted. Did Anything Actually Change?

Donna Pacheco -
0
Pharma has gotten much better at asking patients what they want. Advisory boards, listening sessions, patient councils, surveys, online communities, and advocacy partnerships are...
Kevin Costner representing a healthcare campaign focused on early cancer detection and celebrity credibility in pharma marketing

Kevin Costner Is Selling Early Detection. But What Actually Makes a Celebrity Credible in...

Donna Pacheco -
0
Kevin Costner is not an oncologist, yet he is now the public face of a national conversation about finding cancer earlier. Caris Life Sciences...
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