Category Archives: Marketing

Alfred Hitchcock — Pharma Rep

In 1955, the broadcaster CBS proposed a deal with drugmaker Bristol-Myers (as it was then known) to sponsor a new TV show, Alfred Hitchcock Presents. The show, scheduled to premier later that year, would be a weekly anthology series focused on crime and mystery stories. The unique selling point was that Hitchcock himself was to […]
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Gain Competitive Advantage: Think Like a Navy SEAL

Pharmaceutical professionals, teams, and organizations can succeed at an elite level by tackling the tough mental challenges of Navy SEAL training, writes Stan Bernard. Victorious warriors win first in their minds, and then go to war. Defeated warriors go to war first and then seek to win. — Sun Tzu, Author of The Art of War (544 BCE-496 BCE) […]
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Pharma Rep Access Down 33 Per Cent Since 2008

The steady decline of pharmaceutical sales representative access to physicians is spreading to previously rep-friendly specialties, says the ZS Associates spring 2014 AccessMonitorT report.
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Mastering the Language of Payers

By Sydney Rubin. The first rule of effective communications — whether speaking to a beloved offspring or an important customer — is to know your audience. We must understanding what motivates the listener, what they care about, what language will most likely persuade. Don’t expect an argument on the importance of retirement savings to convince […]
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Focusing On the Metrics That Matter: A Quick Guide to Marketing Analytics

The medicines business is all about data. Drug discovery relies on the meticulous interpretation of experimental results; clinical trials involve carefully analysing streams of information relating to patient response; even physician decision-making around the most appropriate therapies is becoming more and more data driven. There is no question, data is big on the science side […]
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