Tag

multiple sclerosis

3 Ingredients to create a Patient Sales Force

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This is such an important topic that I will provide three case studies in three separate posts. This one will focus on MS Atrium/Aubagio for MS. Summary: Once again, healthcare tidal forces come into play: The rise of consumerism with the commensurate shifting of cost burden and care to patients Doctor’s lack of time & potential lack of Rx control (only 39% left in private practice, the rest now part of the Master Hospital Network) The proliferation information on the Internet (Dr Google is rising and Apple Kit is here!) Those and several other trends create ingredients for the rising of the Patient Sales Force — those you empower to ask for treatment and get your Brand. Let’s review what…

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H2H Marketing in Biopharma: A Utopian ideal, naivete or the inevitable and needed conclusion.

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So what happens when Biopharma deploys all the digital/multi-channel technology it is investing in? A vessel without a mission is one adrift. You won’t just be crunching data, blasting emails and refining Segments, you will be speaking with people, on their terms and with their own specific emotions and motivations. Time to talk about H2H. H2H, in simplest terms, is approaching marketing from a profoundly human, empathetic, authenticity-based common sense approach. It is the wrapper around the technology. Why is H2H important to know about? Because to ignore it is to court failure of the greatest magnitude and to embrace it is to pave the path to a future where healthcare is truly patient-centric and our industry reputation goes from…

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