Pharmaceutical Brand Marketing: Begin Brand Assessment As Soon As Pre-Clinical Development

Victoria Cavicchi, pharmaceutical social media researcher
By Victoria Cavicchi,
Research Analyst

Life sciences companies rely on brand assessments and market research to form the foundation of pharmaceutical commercialization strategies.  Often, companies begin these activities early in the product lifecycle to prepare for future pharmaceutical brand marketing activities.  In some cases, brand teams begin product assessments and commercial landscape assessments as early as pre-clinical development.  Early assessments allow teams to coordinate support activities across internal stakeholders.  These assessments also guide firms in determining best-fit pharmaceutical launch and marketing budgets.     Continue reading


Medical Device Commercialization: Rightsizing Investments to Match Approval Pathway Complexity

Victoria Cavicchi, pharmaceutical social media researcher
By Victoria Cavicchi,
Research Analyst

Developing and commercializing medical devices can quickly become a costly endeavor.  Overall, medical device commercialization investments increase alongside development duration.  Commercial boards are charged with optimizing investments in device development and product launch. While these boards work to minimize costs, key factors—including device complexity and development time impact total investments.  More complex products, typically those requiring pre-market approval (PMA), often require more funding than those seeking 510(k) clearance. Continue reading


Medical Device Brands: New Products Face Heavy Competition in the US Market

Victoria Cavicchi, pharmaceutical social media researcher
By Victoria Cavicchi,
Research Analyst

It’s no secret that the life sciences commercial landscape is saturated with established brands, and that more products enter the market each year.  Companies must have a strong understanding of their major competitors early in product development as they prepare for launch.  However, medical device brands are very different even from their closest competitors.  As such, companies can expect their products to enter markets with varying degrees of commercial competition.  While some therapeutic areas are more competitive than others, product novelty is also a determining factor as new product planning and commercial executives prepare for launch. Continue reading


Something to Talk About: Gathering the Patient Voice to Inform Customer-Centric Marketing Strategies

Victoria Cavicchi, pharmaceutical social media researcher
By Victoria Cavicchi,
Research Analyst

Today, patients are more involved in their own healthcare decisions than ever before.  While pharmaceutical firms shift their commercial targets to include payer and government systems, marketing and sales teams also benefit by reaching out to their end-users.  Thanks to the abundance of information available on the Internet, as well as a number of health-focused mobile applications, patients are able to more actively engage with doctors and influence treatment plans.  To accommodate these more active consumers, companies should look to patient-centric marketing strategies as an integral part of their commercial mix. Continue reading


Medical Device Development: Looking to External Resources to Drive Product Management

Victoria Cavicchi, pharmaceutical social media researcher
By Victoria Cavicchi,
Research Analyst

Life sciences firms consume a lot of resources — both budgets and time — on medical device development and commercializing their brands.  While many companies prefer to keep development in-house, others look to outside resources to supplement internal capabilities or to bolster their portfolios. For many companies, collaboration or acquisitions are viable options to move medical devices to market. Continue reading


Don’t Call it a Comeback: mHealth Never Went Out of Style

Sarah Ray, regulatory affairs and safety researcher
By Sarah Ray,
Senior Research Analyst

Across the life sciences industry, global not-for-profit partnerships and pharmaceutical manufacturers alike have become increasingly active in the mobile health space.  In 2012, projections indicated that the global smartphone application market would reach up to $718 million. Already, mobile technologies had helped pharmaceutical and device teams facilitate heightened medical awareness and encourage patient adherence.  Continue reading



The Superstars of Digital Healthcare: MM&M Lists ‘Top 40 Healthcare Transformers’

Sarah Ray, regulatory affairs and safety researcher
By Sarah Ray,
Senior Research Analyst

Innovations abound within the pharmaceutical digital marketing space. As a whole, the industry has worked to increase the availability of healthcare information and better address the needs of healthcare consumers. In its recent “Top 40 Healthcare Transformers” article, Medical Marketing and Media provides a snapshot of some of the leading industry innovators.  Many executives have leveraged online platforms to connect with unique industry stakeholders.  Others have modified the way patients receive healthcare by creating new—or rethinking existing— telemedicine platforms.  In some cases, companies have even begun connecting patients with doctors who are prepared to make house calls.  Continue reading


Big Data Storage and Privacy in the Pharmaceutical Industry

Victoria Cavicchi, pharmaceutical social media researcher
By Victoria Cavicchi,
Research Analyst

Within the last few years, Big Data has become one of the most recognizable buzzwords in marketing.  Especially as the healthcare industry moves more towards cultivating a strong digital presence, life sciences industries are looking for ways to use these data.  With access to a plethora of information — from electronic medical records (EMRs) to clinical trial results — firms are seeking out new ways to leverage pharmaceutical Big Data. Continue reading