Making the Most of Digital Marketing Budgets to Produce Valuable Initiatives

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

Attaining and wisely spending online marketing budgets is essential for companies operating in the digital space.  How companies secure their digital marketing budgets and choose to spend them varies across surveyed pharmaceutical and device organizations. Some companies have a formal budgeting process in place for attaining digital marketing funding. Others receive budgets on an ad-hoc basis. Regardless of how these organizations receive their funding, allocating their available resources often marks the difference between companies abilities to develop successful, meaningful digital campaigns versus ones that fall flat after only a few months. Continue reading


The EU and Mobile Health: Increasing Patient Adherence and Healthcare Efficiency While Protecting Consumers

Natalie DeMasi, clinical development and medical affairs researcher
By Natalie DeMasi,
Research Analyst

Mobile health (mHealth) has been touted for its ability to increase mHealth adherence, facilitate remote data analysis and — if all goes according to plan — revolutionize healthcare as we know it.  The US FDA has only recently released a guidance discussing how it will regulate mHealth initiatives while the EU already has a web of legal framework outlining mHealth regulations.  Cutting Edge Information’s recent study on mHealth finds that Top 20 companies rank EMA and in-country regulations each as a 3.9 out of 5 in terms of difficulty to work with.

But don’t worry app developers of Europe – the EU is on it! Continue reading


Target Acquired: Employing Closed-Loop Marketing to Maximize Physician Segmentation Processes and Refine Pharmaceutical Sales Strategies

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

The pharmaceutical commercial environment is currently in flux as both life science organizations and healthcare professionals adjust to recent changes. Pharmaceutical and medical device organizations are still feeling the impact of two major patent cliffs as well as diminished sales force sizes. Physicians, on the other hand, are responding to evolving regulations, including the 2013 implementation of the Physician Payment Sunshine Act. In many cases, medical institutions and doctors are limiting their interactions with pharmaceutical firms. As prescribers doors close, life sciences organizations must evolve their pharmaceutical sales strategies to meet these physician access challenges. Continue reading






Brand Marketing and Commercialization: Giving Personality to Your Product

Natalie DeMasi, clinical development and medical affairs researcher
By Natalie DeMasi,
Research Analyst

Most patients will never know the science behind the pills they take.  What they often do know, however, is the products marketing and public image.  But brand marketing – and brand commercialization – is more than making the products name widely known.  It is also more than doodling a fancy cartoon or song to promote a product.  According to a recent study from Concordia University, brand marketing is about creating a personality for the brand. Continue reading