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May 21, 2019

Sensitive Disease State Media Targeting

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.

May 7, 2019

Attribution: The Key to Understanding and Motivating Audiences

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

May 10, 2017

Doctors Aren’t Making the Decisions Anymore: How to Address Hospital Systems

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

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