Today’s health care landscape isn’t the same landscape of yesterday, and it will be different tomorrow, too. Reasons being? Digital technologies, politics, R&D, consumer demands and expectations – and so […]
Social desirability bias – are we as good as we say we are?
As a rule, people want to portray the best versions of themselves – even when it is not completely truthful. In behavioral economics, we call this social desirability bias: a […]
Just What the Doctor Ordered – The Right Spokesperson
When a physician takes the Hippocratic Oath he or she promises to “do no harm.” Every hospital leader should be listening and learning. Rule Number One: Make sure your spokesperson […]
Medical Device Messaging: 3 Audiences, 3 Approaches
The medical device health care sector has the thrill of bringing science and invention to life – and the challenge of doing so for a broad range of stakeholders. For […]
Hospitals Under Scrutiny: 5 Key Issues for 2019 and Beyond
It’s hard to think of a time when hospitals and health systems have been under greater scrutiny. Regulators, legislators, advocacy groups, and consumers are increasingly focusing their eyes on provider […]
Boost Your Impact at Trade Shows by Thinking Outside the Box
The HIMSS Annual Conference just wrapped and, once again, there was no shortage of both established and emerging companies representing their “next big thing” at the show. But as we walked the […]
The Challenge Of Marketing A Pharmaceutical Drug In A Price-Sensitive Environment
“How much does it cost?” Often one of the first questions that come to mind for pharma customers (right behind, “Does it work?”), and a good indicator of the pharma […]
Data Storytelling: Effectively communicating clinical data
Scientific data can be powerful, enlightening and reaffirming. Analyses can help shape new thinking about a disease category, investigational treatment or help further define how to overcome the unmet needs […]
Communicating Along the Regulatory Runway
FDA approval is a big deal, but if it’s the only regulatory milestone you’re sharing with your audience, you’re missing key opportunities to build receptivity and awareness in preparation for […]
How ROA expectations can impact pharma marketing strategies beyond your program’s specific ROI
ROA – or return on assets – is often a term reserved for business analysts or investors. However, it should be in every pharma marketer’s vocabulary too. Yes, ROA can […]