Smart Pharma Brand Strategy

A NEW competitive advantage - maximize ROI by using strategies from industry experts.

TABLE OF CONTENTS

Agency Insight

A Long, Slow Walk Toward the Altar
Coming Back from the Brink
Finding that Perfect Pitch

Competition

Are You Trained to Compete and Win?
Winning Beyond the Molecule
Competition 2.0: Brands vs. Generics

Deals

Seeing the Fire Behind the Smoke
Innovative Contracting: What is the Verdict?

Direct-To-Consumer

Augmented Reality: The New, New Media
To Brand or Not to Brand?
Gentle Collisions in Marketing
Learning to Succeed on the Job
Give It To Me Straight!

Direct-To-Patient

Twice as Nice
Boldly Going Where Many Have Gone Before
What Pharma Needs to Know About M-Health
Patient Empowerment by Decision Making Literacy
Off-Label But on Point?
Become a Commitment Catalyst

E-Marketing

Build a Better Lunch Table
Moving Beyond Compliant Social Media
Managing Business Synergies
Getting IT Together: Collaboration over Health Information Technology
An IOU to Big Pharma Regarding EHR
How to Choose a Medical Animator
Think Digital First

Legal

Three Little Pigs of Deceptive Advertising

Marketing

A Brand Positioning Nightmare
Marketing: Medical Devices vs. Pharma
The Conversation has Changed - Forever
New Approaches to Medical Education Planning
Doctors' Words No Longer Gospel

Professional Marketing

Patient Partnerships Under Scrutiny
Moving Beyond Claims-Based Messaging
Taking a Less-Generic Route to Generics
Regional Marketing, National Growth
Taking Advantage of the Science Behind Marketing
Healthcare Reform's Newest Constituency
Blame the Driver, Not the Car
New Ways to Gain New Brand Insights
Turning the Ins and Outs of Marketing Inside-out
Scared to Death

Adherence

Where have all the Scientists Gone?

Strategy

Adherence Equation: The Code is Cracked!
Adherence: Missing the Mark
Finding the Hidden Behavior Solutions
Specialty Care Medicines: Managing the Impact of US Health Reform
Ahead of the Curve: Managing Product Lifecycle
Navigating M&A Complexities
ACOs are Here to Stay, Even if the ACA is Not
Reinventing the Market Research Function
Profit or Politics?
The Ultimate Business Model: Planning That Thousand Year Future
Can Social Media Give Big Pharma Back Its Reputation?

Technology

Digital Alternatives Define New Sales Force
On the Plus Side

Leading Indicators Data

Using Social Networks to Guide Product Spend