March 5, 2010 » Power to the People

It may seem like an uphill battle. How could a patient change the way a physician prescribes? Believe me, I’ve heard it many times before. “We don’t focus on patients,” and “Our only real target is physicians – patients don’t matter.” Really? That sounds like a great strategy – for 1997. Let’s keep up with the times, people. Consumers are hungry for information.

February 5, 2010 » YouTube Killed the Television Star

The audience for online video is proving itself insatiable, offering opportunities for sharing and connection on a global level previously unimaginable.

With viewers “tuning in” to watch video online, the consumption of broadcast content will continue to morph dramatically. Pepsi opted to skip advertising in the the most widely-viewed sports events to focus on social media efforts.

January 29, 2010 » HCP RM: Let’s Not Repeat The Same Mistakes

As we have been discussing on our blog, many pharma companies have been contemplating the implementation of HCP RM programs, although very few have made any concrete progress. The initial steps companies have been taking are all too familiar, however, and I am concerned that the industry may follow the same path that they followed in the adoption of interactive marketing back in the late 90s/early 2000s.

January 20, 2010 » The Life of a Road Warrior Survivor

Are you a road warrior? Chances are if you are in Account Services within the agency world, you are going to have to be on the road at some point in time. One creamer and sugar at a time on your plane ride, strange hotel rooms that always have something quirky about them, high priced EVERYTHING, and never enough sleep. Trust me, I know how it is.

December 21, 2009 » HCP RM: Ensuring HCP Adoption

As you design and roll out your RM program it is essential to recognize the behaviors and needs of each segment to whom you are reaching. Remember different people like to learn via different channels. Some like the interaction of a face to face visit, some like to use the phone, others still like the

December 17, 2009 » HCP RM: 3 Tips To Ensure Internal Adoption

Abandon political silos. Beware the turf battles that may ensue, although this may be easier said than done.  Chances are, a lot of hands will be touching your RM program, and there will be many interested, affected and

December 15, 2009 » HCP RM: 3 Tips To Start

Identify leadership, budget, and resources: One of the biggest challenges to implementation, especially in larger pharmaceutical companies is: Who is going to lead the initiative? Who owns this “new” program? The brand? The sales force?