What Should Pharma Really Sell?

The world of pharmaceutical marketing is complex. New medications and discoveries can mean saving the lives of many, but when we start to sell these discoveries, are we losing focus of the big picture as the market changes from volume-based to value-based business models?

Randy Issacson, our Senior Vice President, Health Systems Solutions, gives us insight into the changing market that is emerging from value based healthcare and how we can provide better care to patients everywhere in What Should Pharma Really Sell?, a MediaPost article.

Creative And Medical Science Communications: An Unexpected Pair

Creative is essential in medical science communications, but the two aren't always easy to put together. The work we see heading to healthcare professionals tend to either be highly creative focused or heavily scientific focused, thus begging the question, "can there really be a happy marriage between medical science communications and creative?"

Jamie Dernik, our Vice President, Group Account Director, teaches us the 5 C's of getting a perfect blend of emotion and information in Creative And Medical Science Communications: An Unexpected Pair, a MediaPost article.

How Brands Can Effectively Engage With Health Advocacy Organizations

Advocacy groups are integral to the patient experience in the world of healthcare. Brands can find themselves wondering how they can join the intimate conversation within advocate communities while respecting the patients, care providers, and loved ones that the community assists.

Deborah Roney, our Director of Advocacy Strategy and Research, explains the intricacies of advocacy from identifying partnering with an advocacy group is right for your brand to finding the right advocate partner to best fit your brand and your patients in How Brands Can Effectively Engage With Health Advocacy Organizations, a MediaPost article.


Is 'Health System Thinking' The Future Of Healthcare Marketing?

Healthcare is more sophisticated than ever. Today, cross-functional teams—not individual doctors—decide which diagnostics, treatments, or therapies to use. Now, marketing must evolve too.

Randy Isaacson, SVP of Discovery USA, proposes a new approach to healthcare marketing, one he calls “health system thinking” that takes a holistic view of the marketing environment and recognizes the terrific responsibility of working with pharmaceuticals, technologies and services that can save lives.

Find out how the industry can vastly improve upon mechanistic marketing in Is “health system thinking” the future of healthcare marketing?, a MediaPost article by Isaacson. 


Rare Disease Drugs Facing Questions Over Prices, Incentives

Rare diseases afflict 30 million Americans. Effectively marketing the orphan drugs that can treat these conditions means first understanding how drug pricing, R&D competition, and patient experience matter in the marketplace.

Drug approval numbers are up and biopharma continues to adapt. Still, “we may need to revisit the ODA to ensure that incentives remain to develop drugs for rare conditions and those incentives don't become diluted by loopholes,” says Nafeez Zawahir, MD, VP and scientific director at Discovery USA, in this Medical Marketing & Media article: Rare disease drugs facing questions over prices, incentives.

For a more in-depth look at the issues and further insights from Zawahir, check out the MM&M ebook Orphan Drug Marketing II: Data and expert insight for physician, patient, and payer outreach.

The Pharma Arms Race

Tongue twisters aside, the push for trendy and innovative vaccines have taken over the pharmaceutical community. While companies place their efforts into producing these niche vaccines, the rumble from the anti-vaxxer community continues to grow louder.
In the October 2015 issue of MM&M, our own Sean Trapani weighs in on the importance of leveraging that nifty invention called the worldwide web, arguing that vaccine manufacturers shouldn’t take a passive role in the conversation.


Advocacy Matters

The healthcare industry is in flux. No longer is it enough to shape your strategies with data and a marketing plan alone. A decade ago, very few pharmaceutical companies were engaging in advocacy initiatives. Now, many either have, or are considering advocacy programming to help support business objectives. “Advocacy” remains a fluid concept, though. In response to this shift, advocacy has earned a place in the toolbox of many companies.

Beginning an advocacy program is a heavy lift. Are you ready internally? Have you chosen the right kind of advocacy, the right community partners? Do you and your partners understand your goals and metrics? The Discovery USA Advocacy Team can help you answer those questions and more. We have a unique approach—and it works.


Commercializing Orphan Drugs: Go Different or Go Home

Rare diseases are getting a ton of attention lately, as reported by PharmaVOICE—the average number of FDA-designated orphan drugs per year has more than doubled over the past decade. If this continues, there are lots of products that will be in need of good go-to-market strategies, but not just any plan will do, according to our executive VP for client engagement, Kristin Keller. She gave PharmaVOICE some insight into why orphan drugs need a unique approach to launch.


Discovery USA: An MM&M Top 100 Agency

MM&M profiled Discovery USA as part of its annual Top 100 Agencies series. Get a quick lowdown on our roots, our approach, and how we’re dedicated to bettering the world for clients, doctors, patients, and pretty much everyone.


Getting Orphan Drugs to the People Who Need Them

Skyrocketing orphan drug approvals are great news for patients who had no options just a few years ago. The only hurdle left: making sure HCPs know what the fuss is all about. How exactly do you market a treatment that, by definition, excludes most of the population? In this article from PM360, 10 experts weigh in, including—you guessed it—our own Kristin Keller. Her suggestion? It’s all about building partnerships.