Epilepsy Is Hard to Put Into Words. UCB Is Trying Art Instead.
What does epilepsy feel like when no seizure is visible? That is a much harder question to answer than explaining symptoms, prevalence, or treatment...
What Does a Pharma Campaign Look Like When Streaming Comes First?
What happens when a pharmaceutical brand stops treating streaming as an add-on to television and starts building its media plan around it? Ardelyx’s Ibsrela...
Pickleball, Vaccines, and Smarter Pharma Marketing
What if the best way to reach older patients is to stop thinking about them primarily as “older patients”? Sanofi’s partnership with USA Pickleball...
The Nocebo Dilemma: Can DTC Ads Prime Patients for Side Effects?
Communicating pharmaceutical risks to patients has always required a careful balance. Patients need clear information about a drug's benefits and risks, yet the way...
The Millennial Prescriber Pivot: Is Your HCP Strategy Built for the Wrong Generation?
Millennial and Gen Z clinicians are becoming a more important part of the prescriber population. Yet many pharmaceutical brands still engage healthcare professionals through...
Your Congress Strategy May Have a Coordination Problem, Not an ROI Problem
A pharma congress strategy can look successful on paper while still failing to deliver its full value. The booth draws traffic. The symposium fills...
A First Fill Looks Like a Win. What Happens at Fill Two?
A first prescription fill can feel like the finish line for a pharma marketing campaign. The patient saw a message, talked with a healthcare...
The Specialty Distributor Wants to Be More Than the Middleman
Specialty pharma distribution has traditionally been viewed as essential infrastructure for getting the right medicine to the right provider safely and on time. However,...
What Happens to Your Pharma Media Plan When an Ad-Tech Partner Stumbles?
Pharma programmatic advertising can seem remarkably simple when viewed through a campaign dashboard. Budgets move, impressions appear, audiences are reached, and performance reports arrive...
A Pharma Marketer Walks Into a Gaming Company. What Should She Bring Back?
What could a pharmaceutical marketer possibly learn from someone who spent years convincing people to download and engage with mobile games? Quite a lot,...
