Health and Wellness Branding Digest, March 31, 2016

Posted on March 31, 2016 by Havas PR

With the Threat of an Ad Ban Looming, Pharma Is Fighting to Repair Its Reputation
(Adweek, 27.03.16)

When ex-Turing Pharmaceuticals CEO Martin Shkreli smirked his way through congressional testimony in February, refusing to answer questions about how his former company increased prices for Daraprim, a drug used to treat cancer and AIDS, by 5,000 percent, it (understandably) stoked Washington’s and the general public’s ire against the pharmaceutical industry. That same month, Congress introduced legislation to ban direct-to-consumer (DTC) drug ads.

Who Will Lead Healthcare Content Marketing Out of the Dark Ages?
(Content Standard, 19.03.16)

Most people don’t use “diapers” and “healthcare marketing” in the same sentence, but thanks to a chance encounter, I do. Years ago, my son was chosen to model diapers for a major diaper company, and while it was an exciting event it was also illuminating and frustrating.

Is ‘Health System Thinking’ the Future of Healthcare Marketing?
(MediaPost, 18.03.16)

Once upon a time, a smartly dressed sales representative pulled out a cleverly designed sales aid and sat with a doctor to describe the features and benefits of an amazing new product. The doctor was impressed with the presentation, or at least liked the representative enough to write a prescription for her product. Mission accomplished! While this was once a fairly accurate description of how we marketed healthcare products, it’s now just a fairy tale.

Engaging HCPs: Beer or Tacos?
(Medical Marketing & Media, 27.10.15)

As pharma marketers continue on their age-old quest to engage physicians, the either/or choice between reps and digital tactics has largely gone away in favor of programs that incorporate both. At the same time, certain segments of the business are still finding their way in the brave new digital world. Larry Dobrow surveys the scene.

“If you look at healthcare today, it’s all about disease. It’s not about understanding wellness at all.” —Leroy Hood

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