What’s Pharma’s Key to Success in 2021?

What's Pharma's Key to Success in 2021? By Kathleen Hoffman, PhD, MSPH What commercial and clinical trends can we expect to shape pharma and biotech as the pandemic continues into 2021? What can your company do to make 2021 a better year? In August, Deloitte surveyed 60 marketing leaders of biopharma companies and published the findings. Fully 80% of respondents expected changes in “consumer attitudes, behaviors, and spending” to have the biggest impact on their company over the coming year.1,2 This supports Deloitte’s 2019 report anticipating a “consumer-centered future of health,” including the consumer’s increased willingness to [...]

Does Your Marketing Campaign Go Full Circle?

Does Your Marketing Campaign Go Full Circle? By Jeff Terkowitz Imagine being able to learn about your audience, test your messages with that audience, directly reach your target audience and then evaluate the campaign - all in one place. It’s possible. But let’s back up. Advertisers already understand the value of knowing their audience and testing their messages. The power of research-backed health communications is used at the federal level too in outreach campaigns. The “Pink Book” is the primer that the National Cancer Institute (NCI), Centers for Disease Control and Prevention (CDC) and all government agencies [...]

Do You Really Know How Patients Talk About Their Condition?

Do You Really Know How Patients Talk About Their Condition? By Kathleen Hoffman, PhD MSPH There are classic examples of advertising messages that ended up offending the target customer, but the Utah Department of Transportation provided the most recent. The Utah DOT’s lighthearted attempt to adopt a specific culture’s way of speaking was predictably ridiculed when “Hey Teens, Buckling Up is Totes Yeet Yo” (meaning “the use of seatbelts is excellent”) appeared on the state’s electronic highway signs.1 honestly pic.twitter.com/axXJwjbJrH — Nico Di Angelo Fan Blog (@Laney_Brynn) October 23, 2019 The story is funny, but illustrates [...]