Medicine
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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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Four Trends We’re Seeing in Pharma TV Ads Now
The post pandemic ad landscape is shifting to meet a changed world If you’ve flipped on the TV for longer than a few minutes, you’ve probably noticed that pharma ads dominate commercial breaks (between my soothing albeit murdery Forensic Files episodes). I have unconfirmed theories as to why, mostly that the fractured media landscape has…
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“Side effects may include …”: A Very Brief History of Pharmaceutical Advertising, Part I
It might not be awe inspiring or particularly striking, but these 22 seconds marked a paradigm shift in the history of American medicine. Broadcast for just a few days before the FDA suspended it from the air waves, the Boots Rufen Campaign set the stage for the direct to consumer (DTC) environment of pharmaceutical advertisements…
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Why the History of Medicine is Valuable in the Post-Pandemic Brand Landscape
Or How A Future Twitter-Warrior’s Discovery of HeLa Cells Is Going to Ruin a Campaign In the past, the history of medicine often sounded a triumphant narrative: a history of great (white) men discovering and implementing a series of scientific and clinical breakthroughs building upon one another for the improvement of humanity. In more recent…
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Why Do Commentators Dwell on the Relationship Between Conflict and Medicine?
There is a long thread in the history of medicine that – should you pull on it – claims that war drove innovation in medicine. These assertions go back to the very basis of western medicine. Hippocrates famously wrote that “War is the only proper school for a surgeon.” In the premodern and early modern…
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