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Articles by Linda Ruschau
What’s Next for In-Office Point of Care?
Point-of-care marketing is being talked about more than ever before, which is certainly music to my ears. After spending nearly 30 years advocating for the intrinsic value of delivering brand messaging to the right audience at the perfect aperture point, I’m pleased to see healthcare and media industries embracing the opportunities that abound in physician office engagement solutions.
5 Strategies to Reach Today’s Always Busy Physicians
Our phones have evolved from helpful tools, into smart devices that are now integral to a physician’s day-to-day work. For most doctors, there’s rarely a moment in the day when we aren’t checking our phones for updates, or at least, have a device nearby. Often, more than one. This new reality requires that healthcare marketers adopt a digital-first attitude if they want to reach their intended physician audience.
Seeing the Care Journey Through the Patient’s Eyes
By Linda Ruschau on August 28, 2019 in DTC in Focus, Guest Columnist At PatientPoint, we’re always looking for ways to take our approach to messaging patients to the next level. Having heard professional patient advocate Dr. Grace Cordovano speak at several conferences, I knew she could give us valuable insights from inside the care experience.
Dr. Reddy's Laboratories CEO Alok Sonig makes Wall Street listen
What the generics business needs, at least in marketing and financial circles, is somebody skilled at articulating its benefits and related charms. Perhaps that's why Sonig's featured speaking slot at January's JPMorgan Healthcare Conference generated so much buzz: An exec from one of the world's top generics drug companies spoke to both the segment's price-related benefits and its unheralded commitment to innovation.
Pro ad report 2017: Ad revenue plunged for print-first publishers
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DTC ads 2018: The good, the bad, and the ugly
If all traces of product names were vanished, the argument continues, viewers wouldn't be able to differentiate between one brand and the next — hell, between one therapeutic category and the next. Ads for asthma drugs sound and look like ads for diabetes drugs and psoriasis drugs and cancer drugs. But look past the homogeneity of the most heavily advertised categories and you can find spots that are alternately challenging, catchy, and even clever.
Five things for pharma marketers to know: Tuesday, April 3, 2018
Average 2019 payments to insurers that manage Medicare Advantage plans will increase by 3.4%, the U.S. government said. That figure represents a significant increase over the 1.8% proposed by the Centers for Medicare & Medicaid Services in February, an indication that medical costs will be higher than initially projected. (Reuters) Most Americans (53%) think the individual marketplaces are “collapsing,” according to a poll from the Kaiser Family Foundation.
DTC Report 2018: Will more supersized campaigns follow Opdivo and Keytruda's massive strikes?
It's easy enough to measure the success of the two immuno-oncology drugs on the most superficial level: Take a breakthrough drug aimed at a small and possibly desperate patient population, add massive ad spending, then sit back and rake in the revenue. Opdivo's sales last year rose 31% to $4.9 billion, while Keytruda's jumped 172% to $3.8 billion.
AbbVie veteran Mark Stenhouse joins Cologuard as president
Mark Stenhouse, the former marketing leader for Abbvie's Humira, has been named president of Colorguard. Stenhouse joined Exact Sciences, the maker of Cologuard, on Monday in the newly created role. He is responsible for the entire Cologuard business, including sales, marketing operations, market access, and medical affairs. Stenhouse is reporting to Kevin Conroy, CEO of Exact Sciences.
Five things for pharma marketers to know: Monday, April 2, 2018
The FDA has declined to review Alkermes' drug for treatment-resistant depression. The agency said it made the decision because of “insufficient evidence of overall effectiveness.” (Endpoints) A paper that found substantial flaws in CRISPR gene-editing technology has been retracted by its publisher. In a retraction notice, the journal Nature Methods said the study's design called the results into question.
MM&M unveils its Hall of Femme and Women to Watch 2018
For the third consecutive year, MM&M is honoring 16 of the most-senior women in the healthcare industry with its 2018 Hall of Femme. Many of these leaders have blazed a trail for other women to move up the career ladder. As well as this, MM&M honors 20 Women to Watch, who are aspiring healthcare commercial and marketing execs changing the face of the industry.
HealthSpark 2018 unites disruptors at SXSW
It's an official event at South by Southwest, the festival that has become an ideal platform for companies to showcase the latest in health tech, as well as startups seeking funding and exposure. Emceed by Shwen Gwee, MIT Hacking Medicine community team member and member of SXSW's advisory board for health, the event had three innovative content tracks: BioSensors and Digital Therapeutics, AI and the Future of Healthcare, and The Future of Healthcare Hacking.
First understanding, next adherence? Using VR to help kids visualize medical findings
About a year-and-a-half ago, Michael Docktor, a pediatric gastroenterologist at Boston Children's Hospital, attended a medical conference when he saw virtual reality (VR) technology used in a way that caused a “lightbulb to go off,” he remembers. The VR experience, a virtual colonoscopy, was designed to educate physicians on how a particular drug worked. “I thought, ‘We really need to flip this,'” Docktor tells MM&M.
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