Pharma Marketing Blog
Marketing Orphan Drugs and Rare Diseases
Marketing orphan drugs: Competition and a small patient pool In the past, developing and launching treatments for rare diseases required highly specialized personnel and a significant amount of time, which resulted in high barrier to entry and minimal product competition. With the introduction of innovative technology and more effective drug development, this is no longer […]
Calculate NPV of Marketing Campaigns
More than one marketing project? Calculate NPV of Marketing Campaigns. Net present value (NPV) is often used to determine how a marketing campaign or initiative is beneficial to a company. If NPV is greater than zero, the company should pursue the investment as benefits outweigh the costs. However, if NPV is less than zero, the […]
Digital Marketing and Web Strategy in Pharma (GSK)
Digital marketing and web strategy in pharma – case study series (transcript below) Today we’re going to discuss digital marketing and web strategy of GSK’s Flonase and its’ entrance into a highly-saturated market. Flonase is a good example of a successful prescription drug to OTC transition, which is notoriously difficult to accomplish. Flonase is used […]
Managing Scope Creep in Pharma Marketing
Managing scope creep in pharma marketing can be difficult. If we think about drug development as a project, most projects take 10-12 years before the drug has an opportunity to enter the market. However, it is rare to be on the same project for an entire 10-12 years. Most personnel are generally on one or two […]
Vaccine Marketing Case Study (Merck)
Vaccine Marketing Gardasil 9 – Case Study Series (transcript below) Therapeutic vaccines vs. preventative vaccines Many therapeutic vaccines are for chronic disease and involve daily or weekly use. Consumers are close to the product and learn more about the treatment, which can influence their decision to continue or switch. Though therapeutic vaccines are becoming more […]
Marketing in Pharma (AEDs)
Marketing in Pharma – Case Study Series (transcript below) Marketing in Pharma: Product positioning and competitive analysis Product positioning and competitive analysis are two of the most important aspects of successful marketing though they are sometimes grouped under the blanket term “market access”. The easiest way to look at this is to think about pharmacokinetics […]
Google AdWords for Pharma Marketing (Abbvie)
Google AdWords for Pharma Marketing – Case Study Series (transcript below) Adwords analysis: Abbvie’s Humira and Rheumatoid Arthritis Today, the disease being examined is rheumatoid arthritis, so we’ve gone ahead and entered that into our search box. Here, the first Ad is for Abbvie’s Humira and the ad below that is Amgen’s Enbrel. If we […]
Pharmaceutical Social Media Marketing
Social media marketing in pharma is a function of: How you want to be perceived as a brand How the public perceives you as a brand The former of these two items can be controlled, but the latter cannot; however, the way that you present yourself to the public can influence how you are perceived as a brand and therein […]
Off-label requests on social media and how to respond?
Unsolicited requests on social channels can come from physicians, HCPs, patients, etc. through private messaging or on public social platforms. With the expansion of social media marketing in pharma we see that this is becoming an increasing concern for companies wanting to utilize these communication channels. However, FDA’s position on this issue has not changed […]
How to increase digital marketing ROI in Pharma?
In the past, finding ways to increase digital marketing ROI in pharma was difficult due to regulatory uncertainty, but with FDA’s release of guidance and as customers are primarily interacting with brands through these channels, most executives understand the increasing importance of tracking these interactions. As digital marketing platforms are constantly evolving, marketing managers must […]
