What if medical affairs engaged its audiences like Netflix?

Posted by Bora Erdemli on Tue, May 12, 2020

Caitlin Clunie O’Connor, Sarah Thompson and Sarah Jarvis co-authored this post with Bora Erdemli.

Access COVID-19 resources

A hundred years ago, fallout from the 1918 flu pandemic spurred fundamental change in global approaches to public health, including the emergence of centralized healthcare systems and socialized care as well as the formation of the “International Bureau for Fighting Epidemics,” a precursor to the World Health Organization. The impact of COVID-19 on today’s healthcare industry will likely also result in permanent change to many of the practices and routines we have built over the years.


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COVID-19 and Pharma’s In-Person Sales Model

Posted by Pratap Khedkar on Mon, Mar 16, 2020

Daniel Brox co-authored this post with Pratap Khedkar.

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As the world continues to monitor the spread of COVID-19, industries of all kinds have little choice but to change on the spot: Educational institutions are quickly transitioning their lessons online and dine-in restaurants are joining the delivery service industry. As measures like lockdowns and social distancing continue to be enforced amid the public health crisis, pharma needs to figure out what that means for the traditional rep-centric model. Putting a stop to in-person physician promotions would reduce traffic across sites of care (for locations that haven’t already restricted access), thereby lowering the spread of disease to healthcare workers, patients and the reps themselves. It’s the responsible thing to do but enforcing a work-from-home mandate—even temporarily—will be challenging. Big disruptions like these are sure to affect everyday business, but they also hold opportunities to rethink existing approaches and try out new ideas.


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Face-to-Face vs. Digital Promotion: Finding the Right Balance

Posted by Roz Lawson on Tue, Sep 03, 2019

Jude Konzelmann co-wrote this blog post with Roz Lawson.

We all know that pharma’s customer-facing model has been evolving based on changes in the industry as well as in the broader environment. Technology allows HCPs to have easier access to medical information than ever before, but it’s an overwhelming amount of information: medical knowledge was estimated to double every 50 years in 1950, but next year it’s projected to double in just 73 days.


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What Pharma Companies Are Getting Wrong About Executing Brand Strategy

Posted by Dan Ogletree on Tue, Aug 06, 2019

Oftentimes in pharma, developing and then executing on a strategic brand goal is like playing a game of telephone: The message gets interpreted—or misinterpreted—by several different teams or vendors all acting independently of each other. The result? An effort that’s disjointed and inefficient, and oftentimes misaligned with the initial strategic objective—in effect, a botched message.


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Veeva Summit 2019: How AI and Customer-First Strategies Help Sales and Marketing Teams Stay Ahead of the Curve

Posted by Omer Hancer on Wed, May 22, 2019

Today, successful pharma outreach requires a customer-first mindset. This includes personalizing both content and channels, sending content at the right time and in the right channel to match customers’ levels of interest, adapting to physician reactions and humanizing AI sales and marketing suggestions for the rep so they understand why a suggested next best action is made. According to ZS research, personalization has resulted in a 20% increase in open rates for both marketing and rep-triggered emails and up to a 30% uplift in impactable sales.


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