healthcare
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From Targeting to Content, Brands Need a Strategy for Mid-levels
Pharma reps have visited NPs for over a decade, but all too often we forget a large section of HCPs in branded and awareness campaigns. Today, mid-level practitioners see a broader volume of patients than ever before. The reasons for this are legion: a physician shortage, an aging population, reduced RVU/reimbursement, and a P&L…
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“Side effects may include …”: A Very Brief History of Pharmaceutical Advertising, Part 4
By the mid-eighties, pharmaceutical manufacturers had begun dabbling with DTC marketing. Manufacturers were stymied by a lack of clarity from the FDA (regrettably familiar at times today) and caught up on debates about the public’s desire to learn more about prescription drugs versus their ability to comprehend fully what might be advertised to them. As…
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“Side effects may include …”: A Very Brief History of Pharmaceutical Advertising, Part 3
At mid-century, drugs went through testing before landing on the market. The government also split them into over the counter (OTC) drugs and prescription drugs. While ad campaigns focused on selling OTC brands to consumers using new techniques and tactics pioneered in the “Mad-Men Era” of marketing, ads for prescription drugs focused solely on doctors.…
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“Side effects may include …”: A Very Brief History of Pharmaceutical Advertising, Part 2
By the turn of the 20th century, a new wave of science and expert knowledge swept across medicine. Among elite institutions, medical education began shifting toward the science-based curricula we’d recognize today in the 1890s. Chemists (mostly in Germany) began to isolate and extract singular compounds responsible for the therapeutic effects of old remedies. So…
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