Healthcare spending is out of control, right? While there are certainly cases where the cost of medical intervention exceeds its value, I’d argue that the overall trend in wealthy societies spending more on health is a rational investment in human capital. We should be trying to explain the value of longer, healthier lives and how medical innovations that deliver it are worth investing in.

If you’re content to launch and then wait years for new data, your brand may lose momentum it will never regain.

How will AI technology change the way pharma brands come to market? This technology is likely to force marketers to make big decisions about how to support their brands early in the product life cycle.

Pharma marketers should think more like lawyers when they build their launch plans. Here's how.

We all want to win pitches, so we should start by avoiding common mistakes that can derail our presentations and make the process harder

It isn’t enough to show up with your marketing: you have to provide value and delight to your customers or you’ll be ignored. AI is the latest in a series of changes that are making boring communications invisible and irrelevant.

The pharmaceutical has a bad reputation with most people, but that ignores all the good it does for our health. Those of us who work in the industry need to do more to highlight its virtues.

Are you thinking about how to raise awareness of your clinical trials? Your competition is, and taking the traditional approach could leave you behind.

What is the real-world experience patients have on your brand? There are many factors that can impact it that might not be on your radar. Our intern, Serena, walks us through an example.

Waiting for your trial to read out before beginning launch planning? Consider what you might be missing out on before you go that route.

The life sciences industry faces some headwinds in 2023, but some encouraging trends and opportunities can help you overcome them.

Patients dealing with health challenges have powerful, complex emotions. So why does it seem like most Pharma ads tap into the same narrow range of emotions?

Does culture just happen, or can you create a strategy to build one? We believe there are certain actions companies and brands can take to create a powerful, distinct culture.

Your competitors aren’t just the brands fighting for share in your indications. Taking a more complete view can enhance your marketing strategies.

We like to feel our marketing strategy is validated. Despite that, it is our belief that positioning research is usually counter-productive. So how do you choose positioning, and what research SHOULD you be doing?

If you feel like every positioning exercise unearths the same ideas, maybe it’s time to apply the “jobs to be done” theory.

A deeper understanding of physicians’ habits, and how to change them, is a key part of creating a successful brand launch.

Why the common understanding of what marketing can accomplish is wrong, and how we can set better goals for our communications.

Frustrated with tactical planning exercises that generate lots of ideas but few executable tactics? Read on for a better approach.