the future of pharmaceutical marketing

Discontinuance - When adoption goes wrong

noreply@blogger.com (Matt Rowley) — Tue, 19 May 2009 11:03:00 +0000

We all like to think about how we can encourage or speed up adoption of a brand or idea. What we rarely think about is how to stem the flow of people "de-adopting" or discontinuing it's use. You only have to think about this if things go really wrong. Don't you? Not so! Truth is that even for...

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Survey: what influences physicians

noreply@blogger.com (Matt Rowley) — Sat, 20 Dec 2008 09:16:00 +0000

The chart above is from a peer reviewed publication Babor E et al. Psychiatr Bull, 1996. Look at how influential 'representatives' and 'advertising' are versus 'colleague recommendation', and contrast that with what's at the heart of traditional pharma marketing strategy.

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The demise of DTC?

noreply@blogger.com (Matt Rowley) — Fri, 21 Nov 2008 15:00:00 +0000

The chart above comes from this article on Pharma Marketing Blog. A first reaction would be to blame the downturn on the same thing everything else is being blamed on: the credit crunch / financial meltdown. However, the dip started in 2006, so while this may become a contributing factor, it isn't...

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Market Access is Marketing

noreply@blogger.com (Matt Rowley) — Tue, 30 Sep 2008 13:13:00 +0000

So far in this blog when it comes to the future of pharma marketing, I’ve mainly talked about us working to a better understanding of how pharma marketing really works - by adopting elements of diffusion theory and word of mouth (WoM) marketing. There is another big change that’s already...

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Study acronyms, where will it end?

noreply@blogger.com (Matt Rowley) — Tue, 01 Apr 2008 15:07:00 +0000

News on the Merck/Schering ENHANCE study popped into my inbox today, and the explanation of where the acronym ENHANCE came from gave me a wry smile. As you would have no doubt have guessed, ENHANCE stands for Ezetimibe aNd simvastatin in Hypercholesterolemia enhANces atherosClerosis...

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Innovation Adoption vs Word of Mouth

noreply@blogger.com (Matt Rowley) — Tue, 12 Feb 2008 10:58:00 +0000

The buzz phrase 'word of mouth marketing' has been pretty hot over the past few years and understandably so, after all, 'colleague recommendation' is regularly cited as the greatest influence over a physician adopting a new therapy. Also WoM has the allure of being cost efficient and contagious -...

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Truth in Advertising

noreply@blogger.com (Matt Rowley) — Tue, 16 Oct 2007 16:01:00 +0000

Not a hell of a lot to do with Pharma in particular, but a must see for everyone with anything to do with marketing

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A rockin' word of mouth story

noreply@blogger.com (Matt Rowley) — Wed, 26 Sep 2007 16:15:00 +0000

WOAH, before you click away, this is not a post written by some crazed seventies rock fan. This is about a great little word of mouth story that I heard spun just the other day. For those of you not in the UK, you probably haven't heard that the rock giants Led Zeppelin are performing a one...

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Drug-Blog interactions: do blogs have a place in pharma marketing?

noreply@blogger.com (Matt Rowley) — Mon, 10 Sep 2007 12:31:00 +0000

To understand the role blogging could play in pharma marketing, you need to understand the implications of web 2.0; where customers are no longer talked at through promotion, but for the most part just talk between themselves. To fully appreciate what this means you must participate first hand in...

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The Break Up

noreply@blogger.com (Matt Rowley) — Wed, 22 Aug 2007 19:44:00 +0000

Here's a little video that summarises beautifully how traditional marketing is failing. I experienced an example first hand last week when Vodafone, my mobile network, rang me. The scripted call-centre guy, who I could hardly hear, started off by grilling me with a questions to establish my...

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The Stealth Sell

noreply@blogger.com (Matt Rowley) — Thu, 09 Aug 2007 09:52:00 +0000

Last weekend, The Sunday Times Style magazine ran this feature The Stealth Sell (let me know if the link has gone and I'll post the text). Overall, it's an interesting read that succinctly taps into some key live issues in Word of Mouth marketing. It's also fascinating to see that it was in a...

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Advocacy vs Thought Leadership

noreply@blogger.com (Matt Rowley) — Sat, 26 May 2007 07:53:00 +0000

There's a subtle but important difference between these two terms that can change the way you work with opinion leaders. In a meeting recently I saw this "penny drop" for a room full of experienced industry folk. Advocacy is when a customer believes in your brand so much they'll recommend it over...

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Blogs & Pharma part 1 - Intro

noreply@blogger.com (Matt Rowley) — Fri, 18 May 2007 14:49:00 +0000

So blogs; if marketing commentators aren't talking about them, they're writing them. But does this make blogs and other social media a force that pharma can't ignore? Should we take the step out into the unknown, potentially risking all sorts of backlash to become involved in this modern...

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IWOMC '07- is this where WoM is at?

noreply@blogger.com (Matt Rowley) — Wed, 16 May 2007 10:41:00 +0000

Last week I presented at the 3rd International Word of Mouth Conference in Amsterdam. It was a thought-provoking couple of days with a friendly bunch of people. Good on you Nils for organising it. Having attended last year, my key thought going into this one was: "is it just me, or is everyone...

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My (pharma) marketing philosophy - what this blog is about

noreply@blogger.com (Matt Rowley) — Tue, 15 May 2007 09:43:00 +0000

For the rest of my posts to make sense, it's important to understand where I'm coming from. So, here's my philosophy on marketing and pharmaceutical marketing. I 'grew up' as a pharma marketer wishing I was a consumer marketer. Those guys work on brand names people have heard of, they can actually...

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