Jun 12Rules on the promotion of prescription medicinal productsLaws, regulation, and codes -– that we will henceforth refer to as rules — set boundaries for pharmaceutical company communication — including education and marketing activities aimed at HCPs primarily, and more cursory and indirectly, aimed at the public, and patients. Examples include IFPMA, EFPIA, EU Directive 2001/83/EC, FDA Code…Pharmaceuticalmarketing15 min read
Mar 1Multi-channel product launch in the pharmaceutical industryHCPs reality is increasingly digital [1] and busy [2]. However, HCPs do not feel that this reality is understood by healthcare companies and reflected in the Customer Experience provided.[3][4][5] Broadly speaking, HCPs increasingly prefer on-demand, real-time, snackable and personalized communication. This leaves a significantly smaller role for the traditional modes…Product Launch Strategy7 min read
Jan 20Do you think of yourself as intelligent and sophisticated?You probably do. I do too. Somewhat. Otherwise, I could not be a Healthcare Multi-channel Marketing expert. And you would not be able to fulfill your current, demanding professional role. We rightly feel intelligent. Our brain features seriously advanced circuitry. Millions of years of evolution have evolved our brain into…Neuroscience3 min read
Dec 27, 2021Dansk sprogfyldUdsagn som anvendes som fyld i et ellers tavst, socialt rum. Often tvetydige, men signalerer en form for tilhørsforhold og fællesskab. Har en vis familiaritet med “grynt” eller “lyde” ellers typisk forbeholdt dyreriget. “Jo jo” Bryder den ubehagelige stilhed. …Sprogsjov2 min read
Dec 16, 2021A digital first, human-centric, HCP communication approach for the post COVID eraIt is no news that many HCPs feel their workload is unsustainable and their role is becoming increasingly unattractive (1). …Pharma3 min read
Dec 16, 2021A Changing Omnichannel Agenda in Pharma“New” key priorities are hastily moving up the digital agenda of many biotech, life science and pharmaceutical companies: Collecting HCP permissions to allow for personal outreach, especially via email Owning and building comprehensive First Party Data Documenting the value of the (colossal?) investment in Marketing Tech Infrastructure — focus on…Omnichannel Marketing5 min read
Dec 16, 2021Agency types: Creative and Digital AgencyThe Creative Agency’s raison d’être has always been to translate deep human, cultural and market insights into a value proposition and campaign concept, often comprised of — at the most basic level — a key visual and tag line. A successful campaign uniquely and relevantly fuses the essence of the…4 min read
Feb 11, 2021Key Opinion Leader vs Key Online Influencer in Healthcare?The Key Online Influencer (KOI) is an upcoming type of Healthcare influencer which otherwise has been dominated by the Key Opinion Leader (KOL). Both types are by definition united by their influence on opinions and decisions with the Healthcare system, but their background, interests, competencies, relationships, etc., vary significantly. These…1 min read
Feb 11, 2021Examples of blind spots in marketing towards HCPsInsight 1 — the busy life of the neurologist Neurologists are time pressed. They often use their downtime to complete their patient visit notes, often needing to spend mental energy to remember what happened based on simple notes taken during the consultation. Concept 1 — the “lunch” patient visit report app5 min read
Feb 11, 2021Identifying & Engaging Key Online Influencers in HealthcareWe are online addicts. We spend more time online than offline. We buy goods and service online; we connect with our friends in the digital space; we work virtually; we identify new business connections online; we engage with sales and service rep via online bot technology and most people find…4 min read
