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 […]
Archive | DTC in Focus
The Reward of Branding? Human Insights to Power Teva’s Next Chapter
As a company whose products impact the lives of millions of people, many of them managing serious health conditions, we are aware of how societal trends have transformed the way people relate to their health and have evolved their expectations of companies like ours. So when we decided to launch a new brand positioning, we […]
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 […]
For Doctors, Better Data Means Earlier Diagnosis and Effective Treatment
By Aimee Delorey, Ph.D., and Mark Miller of Symphony Health It comes as no surprise that big data is being used in all aspects of human life, from where we shop, how we listen to music, how we date and more. But in healthcare analytics, it’s more than just collecting data for the sake of […]
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 […]
Without POC, You’re Missing the Point (of Script)
“What’s the ultimate call to action?” This question was raised in a recent meeting, and I thought it a good one to discuss since we’re in the midst of planning season. Many would say the answer depends on the brand’s end goal. For pharma marketers, however, I say the ultimate action that brands need to […]
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 […]
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 […]
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 […]
Check the Pulse of Your Heart Health Marketing
Sponsored Content Every 42 seconds, someone in the US has a heart attack. Each minute, someone dies from a heart disease-related event.1 Even though heart disease remains the leading cause of death in the US, many adults are uninformed of the causes, symptoms and proper treatment of heart-related conditions. In fact, according to PatientPoint research, […]
