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Articles by Croom Lawrence
The Irreplaceable Human
The Marketing Singularity Needs You The Marketing Singularity is not a future state. We are now at a point at which an agentic commercial system becomes capable of executing the full operational surface of a marketing department continuously without human intervention.
How Marketers Can Leverage Chatbots for Customer Support
Patients want and expect more from pharmaceutical manufacturers, and naturally it is in manufacturers’ best interests to deliver. COVID-19 caused a significant drop in rep access and outpatient visits, while call centers were inundated. Meaning, the pharmaceutical industry must find an alternative to live customer support: chatbots.
Health diagnostic startup Nanobiosym brings on Finn Partners as AOR
Diagnostic biotech startup Nanobiosym has hired Finn Partners as its PR AOR. Nanobiosym's platform, Gene-RADAR, is a mobile health diagnosis unit. The technology was approved last month to test for the mosquito-borne illness Zika. “We have been developing the science and technology, and now its FDA-approved, but people don't really know we exist yet and what we've been up to,” said Nanobiosym founder, chair, and CEO Dr. Anita Goel. “There's a lot of noise in the field.
5 things for pharma marketers to know: Tuesday, May 22, 2018
Pennsylvania-based Geisinger Health System is offering DNA sequencing to 1,000 patients with the goal of looking for mutations in 77 genes with the hope of revealing medical conditions and examples of how treatments affect individuals. The health system hopes to expand the program to include all 3 million Geisinger patients. (Kaiser Health News) Dova Pharmaceuticals has received FDA approval for its drug that treats low blood platelet count in patients with chronic liver disease.
Meet the 2018 Women to Watch Honorees
Taylor Bicchieri, account supervisor, Area 23 Taylor Bicchieri has earned the reputation as a launch leader and portfolio expert, able to build brands from the ground up and think strategically about how every tactic fits into a bigger picture. Her work spans several therapeutic areas, including neurology, allergy, asthma, gastroenterology, and over-the-counters for both U.S. and global teams.
Linda Ruschau, PatientPoint
What would you do if you didn't work in healthcare? Be a talk show host. I love to get to know people. My teammates laugh at me because I interview every Uber and cab driver. People have such interesting life stories if you take the time to listen. Talk about the last time you experienced a fist-pumping victory moment. We've been in a really competitive industry, and for the past three years I've been coaching my team — almost preaching — to just keep doing what's right and good things will come.
Neera Chaudhary, Golin
Anything at the intersection of science, business, and art. Talk about the last time you experienced a fist-pumping victory moment. When my amazing healthcare team won a massive new business pitch with a unanimous decision, and I finished one of the world's hardest jigsaw puzzles with my brother (both on the same day). When was the last time you endured an "agony of defeat" moment? What did you learn from it?
Wendy Blackburn, Intouch Solutions
What would you do if you didn't work in healthcare? I'd probably do something in animal behavior or advocacy. Talk about the last time you experienced a fist-pumping victory moment. Each time Intouch has won Agency of the Year – five times so far. We built the agency up from a tiny startup, and it feels fabulous to have all that hard work recognized. When was the last time you endured an "agony of defeat" moment? What did you learn from it?
Becky Chidester, Wunderman Health
Talk about the last time you experienced a fist-pumping victory moment. Pass It On is an initiative for women at Wunderman for which I'm an executive sponsor. One component of the program is bringing together a diverse pool of women to participate in workshops in which stories are shared, fueling a sense of purpose and empowerment. Our last workshop — like many — started with hesitation and cynicism.
Elena Cant, Takeda
What would you do if you didn't work in healthcare? I would work in education. My childhood dream was to become a teacher. Educators, like healthcare practitioners, can make a tremendous impact on the lives of others. It just takes longer to see the results of their impact. How long ago was the last time you recharged your batteries? Last weekend. I love gardening and am always re-energized in spring when the gardening season begins.
'300' director Zack Snyder takes Leukemia & Lymphoma Society campaign in bolder direction
The Leukemia & Lymphoma Society is taking a bolder stance with its latest branding campaign and tagline, “Beating Cancer Is in Our Blood,” directed by Hollywood director Zack Snyder. The campaign is focusing on the blood cancer advocacy group's contributions to the development of treatments, said Andrew Coccari, chief product officer at the nonprofit.
Five things for pharma marketers to know: Monday, May 21, 2018
Following two rejections, AstraZeneca's potassium drug Lokelma has received a green light from the FDA. The approval could result in a threat to rival Vifor Pharma, which also produces a potassium drug. (Reuters) Nabriva Therapeutics' pneumonia drug for adults met its main endpoints in a Phase III study. The company is expected to file a marketing application with the FDA this year.
Meghan Rivera, Amag Pharmaceuticals
What would you do if you didn't work in healthcare? It's always surprised my family and friends that I did not end up in the arts. When it was time for me to think about college, I ended up getting into an art school in New York City for my sculpting and painting. I also received a scholarship offer for creative writing. If I didn't end up successful in healthcare, I likely would have gone back to my passion for the arts. Talk about the last time you experienced a fist-pumping victory moment.
Genevieve Paquette, Level Ex
What would you do if you didn't work in healthcare? I'd be a professional guitarist or teach music to children. Playing, or these days just listening to, music has been a driving force in my life. It's the primary way I express myself and feel creative, and I use it as a way to stay connected to others. While I no longer engage in the music industry how I used to, I'm now exploring different musical genres with my 4-year-old son, with a plan for him to read music in the near future.
Alisa Lask, Galderma
What would you do if you didn't work in healthcare? Prior to my current role at Galderma, I worked in consumer packaged goods and grocery. I would love to take that experience and work on Nestlé incubator projects to drive innovation in nutrition and wellness. Horses are my personal passion. If I weren't working in the corporate world, I would be on the farm riding my horses bred for jumping. Talk about the last time you experienced a fist-pumping victory moment.
Plan D: Experts predict government savings, but higher co-pays with Trump plan for lowering drug prices
As a candidate for president, Donald Trump was a vocal supporter of allowing the government to directly negotiate with pharmaceutical companies to reduce drug costs under Medicare. However, that proposal was notably absent from the president's plan to lower prescription drug prices that was detailed last week.
Johanna Skilling, Ogilvy CommonHealth Worldwide
What would you do if you didn't work in healthcare? Can I throw in some time travel, too? I'd be singing the blues in a small club in the 1930s. Seriously, if I weren't working in healthcare now, I'd be spending my days in public service, preferably for a non-governmental organization focused on achieving one or more of the United Nations' 2030 Sustainable Development Goals. How long ago was the last time you recharged your batteries?
Five things for pharma marketers to know: Friday, May 18, 2018
The FDA has approved the first preventative migraine treatment from Amgen. Aimovig is the first drug specifically approved to prevent migraines, while other treatments used to prevent the ailment were designed to treat other diseases, like high blood pressure. (New York Times) Amgen has been running an unbranded migraine awareness campaign, called Speak Your Migraine, since last summer. (MM&M) The first non-opioid drug to treat opioid withdrawal was also approved.
'Less about the product and more about the patient': Soundbites from Transforming Healthcare 2018
Healthcare panelists discussed technology as a driver in improving collaboration among pharma, payers, providers, pharmacies, and patients at the MM&M Transforming Healthcare conference. Scroll down for a bite-sized roundup of their thoughts. It's about thinking more broadly about the consumer and patient experience. If you want to fix the broader problem, you need to be thinking more broadly about the patient.
Five things for pharma marketers to know: Thursday, May 17, 2018
Greg Simon, head of the Biden Cancer Initiative, kicked off the 2018 MM&M Transforming Healthcare conference by describing a lack of patient healthcare data sharing that affected even the former vice president's late son. “Our system is not designed to help people share, and that's one of the things we have to help change,” he said.
Making headlines: Key moments throughout Martin Sorrell's historic career
There had been high drama, as the employees of D'Arcy MacManus and Masius were forced to flee the agency's St James's Square office when it had become the temporary headquarters for anti-terrorist squad officers during the Iranian Embassy siege a year earlier. With so much going on, not too much notice was taken of an astute financial whizz called Martin Sorrell as he prepared to quit Saatchi & Saatchi to begin building his WPP empire.
'When we look at health we have to unpack emotion': More soundbites from Transforming Health
Expert panelists discussed their role in boosting patient-level outcomes at the MM&M Transforming Healthcare conference in New York on Thursday. Scroll down for bite-sized snippets of their conversation What physicians want is more simplicity when it comes to coverage. They want transparency when it comes to price rebates and how that constrains what they'll be prescribing. If they want to use a non-preferred method, how do they go about that process?
How Amazon's culture fuels innovation
What's the secret ingredient to Amazon's innovation success? Working backward from what the customer wants. Speaking at the MM&M Transforming Healthcare conference on Thursday, Shaun Qualheim, global life sciences solutions architect at Amazon Web Services, said the lessons learned from Amazon's many innovations can be applied to any business, including pharma. “We believe there's value across industries, including in pharma,” he said. “It's empowering others that helps you innovate.
Biden Initiative's Greg Simon: Innovation comes when health system collaborates
To spur innovation in cancer treatment and healthcare, the industry needs to get the “elephant” out of the room. That's how Greg Simon, president of the Biden Cancer Initiative, described the subconscious bias that keeps healthcare professionals in their lanes, stops them from asking questions, and making change. “Turn off your subconscious,” Simon said at the MM&M Transforming Healthcare conference on Thursday. “Apple. Steve Jobs.
Former FDA commissioner Califf to pharma: opening up on health data requires overcoming risk
Califf, speaking at the NewYorkBIO conference on Wednesday, lamented the high costs of drug development. He said drugmakers can and should use the tools from the “Fourth Industrial Revolution” to make the process better. “The idea is that physical, biological, and information sciences are converging into a single discipline,” Califf said. “I think all of us can see this happening, but we're just on the front edge of it.
The future of the agency model in a post-Sorrell era
What began in 2006 as Team Detroit, five agencies working "horizontally" together to help the car-maker, had morphed into a huge, WPP global unit, Team GTB, in more than 40 offices, Sorrell declared proudly. Satish Korde, head of Team GTB, who had joined the WPP chief executive on-stage, pointed to a slide that showed the logos of "more than 20 WPP companies" that worked on the Ford account.
Read the May 2018 Digital Edition
Copyright © 2018 Haymarket Media, Inc. All Rights Reserved This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.
Five things for pharma marketers to know: Wednesday, May 16, 2018
The top lawyer at Novartis is resigning after payments the company made to Trump lawyer Michael Cohen became public. Felix Ehrat has decided to step down after seven years at the drugmaker after it was revealed he co-signed the $1.2 million, year-long contract with a shell company set up by Cohen (Bloomberg). "Although the contract was legally in order, it was an error," Ehrat reportedly said. (Reuters) Six states filed lawsuits against opioid maker Purdue Pharma.
Interview | Rick Ford, TrialCard
Copyright © 2018 Haymarket Media, Inc. All Rights Reserved This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.
AstraZeneca's Joe Shields to launch Health Accelerators with Think Patients
AstraZeneca executive Joe Shields is partnering with Think Patients CEO Joe Meadows to launch Health Accelerators, a B2B marketing services agency supporting suppliers to life sciences companies, at the start of June. Shields will serve as cofounder and president of the firm, which will be a subsidiary of Think Patients. “We see a niche in the supplier community for high-quality, precision marketing services,” said Shields.
Five things for pharma marketers to know: Tuesday, May 15, 2018
The Justice Department has joined the whistleblower case against Insys. The lawsuit has accused the pharmaceutical company of offering kickback to doctors in exchange for prescribing its opioid pain killer, Subsys, a spray form of fentanyl. (Reuters) Meanwhile, a new JAMA study found that doctors who received free meals and other forms of compensation from pharma companies increased opioid prescriptions, while those who did not receive such payments reduced them.
17 days that rocked WPP
Sorrell, the most powerful man in global advertising, knew the board had begun an investigation into allegations of personal misconduct against him but was unaware of the details when he faced Wilmerhale's lawyers in WPP's Farm Street office. At that stage, only a tiny circle of people inside WPP knew that a whistle-blower had raised concerns about Sorrell's behaviour – about 10 days earlier.
Welcome to the post-Sorrell era
The safety-first approach paid off as WPP's share price jumped 9% on the news that revenues had fallen only 0.1% between January and March – the best performance in four quarters – and the group had an "open mind" about selling assets such as data unit Kantar. The team, led by joint chief operating officers Mark Read and Andrew Scott, said they had spoken to all WPP's top clients to reassure them.
WPP chairman Quarta should be ousted over Sorrell report, advisory group tells shareholders
The result of this was that Sorrell was classified as a "good leaver", allowing him to keep up to £20m in future share payouts. Shareholders should also vote down WPP's pay report, Glass Lewis said, because of the lack of transparency around Sorrell's departure. Glass Lewis said: "We harbour concerns as to the transparency and efficacy of the succession process. Despite previous assurances we believe the nomination committee has failed to adequately prepare for the replacement of Sir Martin.
Long live the king: reflections on Sorrell's reign
Now his life's work is over at the age of 73. Or, rather, it has been snatched away, after the WPP board's investigation into his personal conduct forced him out. And yet Sorrell, the dominant figure in global advertising for three decades, probably knew in his heart that the end of his reign, whenever it happened, was going to be brutal. He was too combative and obsessive to relinquish control of his kingdom voluntarily, for as long as he had his health.
Interview | Stephen Neale, AbelsonTaylor
Copyright © 2018 Haymarket Media, Inc. All Rights Reserved This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.
5 takeaways from Trump's drug pricing speech
President Donald Trump laid out proposals to combat high drug prices in a speech on Friday, but Trump, who has taken swipes at the pharmaceutical industry for “getting away with murder,” went much easier on drugmakers than expected. The speech was light on specifics and the accompanying proposal from the Department of Health and Human services largely laid out options that need more study or review before being implemented.
Five things for pharma marketers to know: Monday, May 14, 2018
Beam Therapeutics, a CRISPR startup launched by the founders of Editas Medicine, has raised $87 million in Series A funding. The company is using CRISPR technology to more precisely target and fix single-point mutations. (Xconomy) President Donald Trump's plan to bring down drug prices doesn't pose much of a threat to drug manufacturers or pharmacy benefit managers.
Five things for pharma marketers to know: Friday, May 11, 2018
President Donald Trump is expected to give a speech on drug pricing on Friday. Officials have hinted that his plan will include increasing competition, improving price negotiation, creating incentives to lower list prices, and reducing consumers' out-of-pocket spending. (CNN) Observers believe his speech will largely spare the pharma industry and focus on drug costs in other countries. (Reuters) Amazon has built a “health and wellness” team within Alexa.
A 'bad day' for Novartis: how the Novartis-Cohen crisis unfolded
The pharma giant's connection with Cohen had been revealed the day before by Michael Avenatti, the lawyer in Stormy Daniels' case involving President Donald Trump. The pharma company had signed a one-year contract with Cohen's firm Essential Consultants in February 2017, worth $1.2 million. Novartis's initial response was that the contract was signed under the company's previous CEO Joseph Jimenez, who resigned in February 2018, and that the current CEO had no involvement with it.
'Not a good day for Novartis': how the Novartis-Cohen crisis unfolded
The pharma giant's connection with Cohen had been revealed the day before by Michael Avenatti, the lawyer in Stormy Daniels' case involving President Donald Trump. The pharma company had signed a one-year contract with Cohen's firm Essential Consultants in February 2017, worth $1.2 million. Novartis's initial response was that the contract was signed under the company's previous CEO Joseph Jimenez, who resigned in February 2018, and that the current CEO had no involvement with it.
Allergan's Botox sets its sights on a new customer: men
Allergan wants to bring Botox to a brand new audience. For the first time, the drugmaker is running a Botox ad campaign targeting men. Historically, women have been the main audience for Botox cosmetic, explained Colleen McKenna, VP of marketing for the facial aesthetics division at Allergan, but the time was ripe to develop a full media campaign for men. “Men, in a lot of realms, are starting to catch up in terms of treating wrinkles and beauty products,” McKenna said.
Five things for pharma marketers to know: Thursday, May 10
Novartis disclosed that it paid Trump lawyer Michael Cohen $1.2 million under a year-long contract. However, the drug company said Cohen was unable to do consulting work on healthcare policy. The company also said it cooperated with investigators from the office of the special counsel about the contract. (CNBC) The FDA is calling for two stem cell companies to halt operations after patients became blind from treatments.
Evidence-based patient access programs
At the Asembia Specialty Pharma summit in Las Vegas April 29 – May 2, speakers described a healthcare ecosystem in which specialty products will represent nearly half of all drug spending, while increasing numbers of patients will have to deal with paying for their healthcare out of high deductible health plans (HDHPs).
Five things for pharma marketers to know: Wednesday, May 9, 2018
Novartis has been swept up in the Trump-Stormy Daniels scandal as payments from the drugmaker to a shell company of lawyer Michael Cohen became public. Daniels' lawyer outlined a series of “suspicious financial transactions” involving close to $400,000 in payments from the drugmaker. Novartis said the company had a one-year agreement with Cohen's company that focused on U.S. healthcare policy.
Sorrell praises Trump economy, warns about Amazon, China
Sorrell pointed out that Facebook and Google should be worried about the growing power of Amazon in the ad world and the economy. "They don't like being referred to as ‘the duopoly' for obvious reasons," he said of Facebook and Google. "But they still have a stranglehold. The one threat to them is Amazon.
Edelman names Susan Isenberg global health chair
NEW YORK: Edelman has promoted Susan Isenberg, a 25-year veteran of the agency, to global health sector chair. Isenberg is transitioning into the position through the end of May, reporting to Michael Stewart, global vice chairman. She was previously global lead for Edelman's Johnson & Johnson account, a role taken over by EVP David Barbanell as global client relationship manager. “Healthcare is becoming more complex; the challenges depend on where you are in the world,” Isenberg said.
Interview | Paul LeVine, TrialCard
Copyright © 2018 Haymarket Media, Inc. All Rights Reserved This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.
Five things for pharma marketers to know: Tuesday, May 8, 2018
Takeda has finally struck a deal to buy Shire. After several rejected offers, the Japanese pharmaceutical company is set to acquire its larger Irish rival for $62 billion. The deal is the largest-ever international takeover by a Japanese firm. (Fortune) The prices of Vertex's three cystic fibrosis drugs need to be slashed to be cost effective, according to a report from the Institute for Clinical and Economic Review.
GSK 'reviews $1.76 billion global media'
A review, reported by AdAge last night, would come less than three years after GSK awarded its European business to MediaCom, while PHD was handed its US media account. A review, reported bylast night, would come less than three years after GSK awarded its European business to MediaCom, while PHD was handed its US media account. Both agencies had retained the accounts in 2015 following a global media review, after having been first appointed in 2013.
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