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The Five-Step Prescription for Curing Social Media Ills

Stop the coughing before it becomes a social media plague. By Peter Friedman of LiveWorld It’s taken a while, but the pharmaceutical industry has slowly realized the value of social media to reach caregivers, health care professionals, and patients to raise awareness and even track adverse events. According to the IMS Institute for Healthcare Informatics, […]

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Creative Critique: OPDIVO & BELSOMRA

Editor’s Note: DTC Perspectives asked a leading creative expert to review current DTC ads for our Creative Assessment issue of DTC in Focus. OPDIVO and BELSOMRA were her standouts. Read what Brenda Molloy has to say about why these ads made her take special notice. It’s necessary now more than ever for commercials to stand […]

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Applying the Innovation Styles Model to Promote Creative Assessment in Pharma

“Creativity is thinking up new things. Innovation is doing new things.” – Theodore Levitt, author of Innovation in Marketing Creative assessment in pharma is the ability to generate and evaluate new, varied, and unique ideas to achieve innovative approaches. Flexibility, originality, fluency, elaboration, and brainstorming are only a few of the factors connected to this […]

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A Holistic Way to Change Patient Behavior

We are creatures of habit. We buy the same products and follow the same daily routine. Unless compelling information is served to us the moment we’re making a decision, we are reluctant to change. As the saying goes, old habits die hard. For healthcare marketers, changing behavior within our industry can seem impossible. Earlier this […]

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Precision Medicine and Point of Care: Improving Efficiency in Health Practice

During his January 2015 State of the Union Address, President Barack Obama introduced the Precision Medicine Initiative as an effort that “will bring us closer to curing diseases like cancer and diabetes – and give all of us access to the personalized information we need to keep ourselves and our families healthier.” The question is […]

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UCI, Montefiore and Novo Nordisk – Connecting the Hispanic Community to the Diabetes Care They Need

Hispanics account for 1 out of every 5 adults who suffer from diabetes. Although it’s a major health concern for Hispanics (68% of Hispanics who have diabetes say they worry about someone in their family developing the disease vs. 52% of non-Hispanics), studies show that there is still a lack of education on the risks […]

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Multicultural Marketing of Pain Medication: Developing Targeted Strategies Based on Anderson Conceptual Framework

By 2050, the United States population will include almost 30% Hispanics/Latin-Americans, 13% African-Americans, and 9% Asian-Americans, with less than half of the population being Caucasian. Multicultural marketing is described as targeting and communicating to ethnic segments on their diverse cultural framework. Pain management is a universal dynamic among all cultures. The pharma marketing of pain […]

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