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.

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.

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.

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.

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