Marketing a pharmaceutical product or medical device to a healthcare professional audience has changed radically, even for market leaders and establishment brands. But for challenger brands—the brands with something to prove, obstacles to overcome, perceptions to change—the dilemma is even bigger. They need to need to find new ways to compete in this landscape. Market leaders frequently have a unique mechanism of action or a breakthrough clinical profile that allows the product to succeed on clinical merit alone. Challenger brands often do not have that clinical advantage, or first-in-class leverage, or the ability to outspend. Yet many still cling to replicating analogs that simply don’t apply to them.
The impact of digital is raising the bar on today's creative process. That is the editorial topic this month posed by the leading life sciences industry publication PharmaVOICE in its article, “The Creative Process,” featuring Elevate’s Chief Creative Officer, Barry Schmader. The article explores how digital technology has changed the creative process and industry experts share what is effective in 2017 when building creative campaigns.
Jeff Leisawitz is an award-winning musician/ producer, a critically acclaimed author and internationally distributed filmmaker who has devoted his life to creativity. As the guy behind Electron Love Theory, Jeff fused interviews with Seattle’s WTO demonstrators into electronic music, garnering more than a quarter million downloads worldwide. Jeff has released five studio albums and has landed thousands of music placements in film, TV and multimedia for clients like HBO, MTV, Discovery, Microsoft, NBC and many others. Jeff recently sat down with Elevate Founding Partner, Frank X. Powers, and explored the 7 Questions of Creativity.
The tidal wave of big change in digital technologies saturated the pharma world by giving patients access to more information than they’d ever had, or maybe could even handle. Before that, pharma companies and marketers focused on the healthcare professional audience, and their efforts didn’t necessarily have to accommodate patient opinion–or their feelings and concerns over treatment. Things have clearly changed.
Since the mission of Elevate is not just to strategically elevate our clients’ businesses, it is to help elevate healthcare overall, we are always on the prowl for developments, enhancements and trends that do just that. There are multiple ways that healthcare is being elevated, all the time. Some may be obvious but some may surprise you. We’ll report on these periodically—this time up? Marketing.
The implementation of digital technologies will have a great impact on the way pharma marketers engage with both patients and healthcare professionals. That is the thesis of leading shared by the leading life sciences industry publication PharmaVOICE in its feature article, "A Call for Commercial Transformation," featuring Elevate's practice lead, customer innovation and planning, Heather Aton.
For the history of modern medicine, the driving force behind the vast leaps forward in medicine and healthcare has been improved education in medical schools producing brilliant physicians, surgeons, nurses, and medical researchers. But there has been a dramatic shift over the last few decades. It is now medical technology that far and away has been connected to virtually every important development elevating healthcare.
The mission of Elevate is to not only to strategically elevate our clients’ businesses but to help elevate healthcare overall. So we are always on the prowl for developments, perspectives, and landscape trends that are elevate-worthy. We’ll bring them to you here.
There is no question regarding the impact of augmented reality (AR) and virtual reality (VR) on healthcare. AR and VR continue to revolutionize the way we study, teach, practice, and communicate in medicine. As multi-layered technologies refine and expand, the idea of Mixed Reality resurfaces as the umbrella encompassing all the possibilities for immersive experiences.
Product incubation is just as important in marketing and commercialization as it is in research and development. It stokes creativity and innovation everywhere. Without these, curiosity goes latent, and business is relegated to exploitation, the kind that may produce revenue for a time but offers diminishing returns to its people, its users, its true potential, and in turn, its legacy.
There is no question that disintermediation has affected nearly every major industry in our country. Uber took share from taxis. Netflix cut off Blockbuster at the knees. Amazon disintermediated traditional brick-and-mortar selling, which created the now commonplace practice of showrooming.