Social Platforms Were Built for Consumer Brands, Not Pharma. That’s Starting to Change
Advertising pharma brands on social media has always required marketers to work within systems built for a very different kind of advertiser.... Read More
Same HCP List, 32% More Reach? The Buying Path May Matter More Than You Think
Media planners often assume that activating the same healthcare professional target list should produce roughly the same reach among their target HCPs... Read More
Unbranded Got Their Attention. Now What? Fixing Pharma’s Brand Handoff
Unbranded pharma advertising can be an effective way to open the conversation. It can introduce a disease state, highlight an unmet need,... Read More
Where Does Paid Social Actually Belong in an HCP Media Plan?
HCP social media marketing can play an important role in the modern healthcare media mix, but it should not carry the entire... Read More
Every Channel Can’t Do Everything: Giving Each Tactic a Job in the Pharma Media Plan
A bigger media plan is not always a better media plan. In fact, adding channels can create confusion when every tactic is... Read More
The Prescription Black Hole: How Digital Engagement Can Reduce Specialty Hub Abandonment
When a provider prescribes a specialty medication, patients often expect treatment to begin within days. Instead, many encounter a frustrating “black hole”... Read More
Why Zero-Party HCP Data Is Becoming Healthcare Marketing’s Most Valuable Asset
Healthcare marketers are facing a major shift. As third-party cookies disappear and privacy regulations continue to evolve, traditional methods of understanding physician... Read More
Why Telehealth Marketing Requires a State-by-State Media Strategy
Telehealth has transformed healthcare delivery, making it easier than ever for patients to connect with providers from virtually anywhere. However, marketing telehealth... Read More
How Direct Mail Is Becoming Part of the Digital Healthcare Marketing Mix
Healthcare marketing has become increasingly digital, yet one traditional channel continues to prove its value. Direct mail marketing has become an important... Read More
The Best Pharma Launch Teams Aren’t Running Campaigns—They’re Running Newsrooms
The traditional pharmaceutical launch playbook wasn’t designed for a market that changes every week. New clinical evidence, congress presentations, payer decisions, and... Read More