In the world of pharma, where our audiences include patients, caregivers and doctors seeking information on potential lifesaving treatments -- or making a decision on a treatment that will last a lifetime -- it has never been so critical to move from a multichannel to an omnichannel marketing strategy.
Planners. What are we, anyway? Often, our roles get summed up pretty briefly. We’re the strategists. Or, we’re the researchers. Or the ones creating the customer journeys. And while that’s true, what we do is a lot more than that. I love that planning is made up of so many
With the advancement of programmatic media in the pharmaceutical space, many types of targeting are available that can identify and serve pharma ads to the right audiences, both in direct-to-consumer (DTC) and healthcare provider (HCP) advertising. When putting together a media plan for a specific brand, it is important to consider the disease state sensitivity associated with the brand before aligning on targeting tactics.
What is attribution? According to Forbes Research, “most CMOs still struggle to quantify and communicate the value marketing creates to their leadership, peers and partners.” Attribution is an attempt to rectify that. From online searches to in-office appointments, Facebook likes to conversations over Sunday dinner, your patients may have learned
Each year, Intouch heads to South by Southwest to talk to experts, share insights, and get inspired by the most creative minds in the world. On the ground, we debrief, connect the dots, and distill our findings to the themes and actions that will mean the most to our teams
The life cycle of a prescription drug is a well-known path. It will be studied, submitted, approved, and launched (if warranted, of course.) And then, one day, its patent will expire. Brands have options when faced with the inevitable reality of their life cycle and the loss of exclusivity on
To really work with insight, you need more than data, and you need more than a lucky idea.
Too often, Americans think of “global” as a term that means “everybody except us.” Too often, we forget that global means “all of us.” It’s understandable – but it’s a liability. Because, after all, people are people the world round. Physicians the world round have the same drive to
Quick, what comes to mind when you hear “Millennial”? It’s probably not very complimentary – maybe a dismissive caricature about how youth today are entitled, unrealistic, addicted to technology, or otherwise spoiled? Well, we’re here to update some of your biases, help you see the bigger picture, and give
The individual physician is losing autonomy. And the hospital system is increasingly calling the shots. One in four U.S. physician practices are now hospital-owned, and the majority of those hospitals are now part of a hospital system. Increasingly, hospital systems, not HCPs, are the ones making decisions about prescriptions, pharma
