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New Rule Proposed to Expand Short-Term, Limited-Duration Health Insurance

Last week the Departments of Health Human Services (HHS), Labor, and Treasury proposed a rule that would “expand the availability of short-term, limited-duration health insurance by allowing consumers to buy plans providing coverage for any period of less than 12 months, rather than the current maximum period of less than three months.” This will not […]

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Apple Continues to Expand Reach in Healthcare, Launches AC Wellness

In the spring of 2018, Apple plans to premiere AC Wellness, independent medical centers for its employees and dependents offering concierge-like healthcare. As first reported by CNBC yesterday, Apple “quietly published a website, acwellness.com, with more details about its initiative and a careers page listing jobs.” While little information is currently available, AC Wellness’ website […]

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The Seven Deadly Sins of Content Marketing

“Content” has replaced “digital” as the biggest buzzword in marketing today—and is now at the core of all communications plans. According to a report by Accenture published late last year, 78% of pharmaceutical and biotech marketers now produce a “moderate to enormous” amount of digital content—from patient testimonials, social posts and news articles to shareable […]

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A One-on-One with Galderma VP & General Manager of the U.S. A&C Business Unit Alisa Lask: How Digital is Transforming their Patient Communications

In mid-September, DTC Perspectives spoke with Alisa Lask, the VP and General Manager of Aesthetic & Corrective Business Unit from Galderma, about the evolution of their digital marketing. “Digital has had a really powerful impact on the aesthetics brands,” she noted. Galderma’s aesthetics business unit is already seeing a large usage of their various digital […]

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DTC Perspectives | DTC in Focus

Online Health Communities: A New Frontier in Health Research

For years, many luxury goods retailers, concerned about exclusivity and control, either sniffed at or completely ignored the internet as a marketplace. Now, a recent McKinsey & Company Marketing & Sales report tells us “Nearly half of luxury goods buying decisions are already influenced by what consumers hear or see online.” The same report predicts […]

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Creating a Compelling Customer Experience for the Digital Age

The scope of what we call marketing seems to be growing every day. Within the professional lives of many in the business of pharmaceutical marketing, a campaign of one-size-fits-all magazine ads alone was considered sufficient to launch and sustain a multi-million-dollar brand. Then came television, then the internet, then mobile devices, and on and on […]

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DTC Perspectives | DTC in Focus

Advocacy and Industry: Weighing Influence and Transparency

Today’s healthcare environment – with access to therapy and pricing top of mind, new “right to try” laws, possible legislative changes, and big shifts in the ways that consumers get health information – requires more innovative and thoughtful approaches on how to communicate than ever before. For many pharmaceutical companies, advocacy is a highly promising and rewarding way […]

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