Oncology: Making Personalized Medicine Personal

Posted by Jinan Martini on Mon, Aug 03, 2015

My focus, for the most part, has been and continues to be on consumer and patient marketing. So when I hear a term like “personalized medicine,” I think “personalized patient experience.” However, in the current vernacular of specialty drugs, and specifically oncology, “personalized” is a clinical description that essentially means targeted to one’s genomic makeup. These clinical advancements in genetically targeted therapies are nothing short of incredible. However, the rate of these clinical advancements is outpacing the development of individualized services to support how patients feel physically and emotionally, and how patients navigate through treatment and their own lives. When it comes to cancer, many pharmaceutical manufacturers and the medical community have lagged in providing the kind of beyond-the-pill-or-product services that help patients through their entire personal journey, but given the current oncology environment, focusing more on supporting patients’ specific needs will be increasingly advantageous.


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How Health Care and Wellness Companies are Capitalizing on the Rapidly Growing Point of Care Communication Channel

Posted by Jinan Martini on Tue, Dec 16, 2014

It’s perhaps no surprise that many health-care marketers have been paying significant attention to point of care (POC) communications in recent years. The reason is simple: these messages at the doctor’s office waiting room, pharmacy and hospital have proven to be effective.


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