Commercial
Digital: Let Customers Weave Their Own Webs
To succeed in digital, reps must customize the message and hand control over to the customer
More Commercial Articles
Commercial
Changing The DNA
A patient-first strategy is important but without the culture to back it up, companies will struggle to truly embrace patient-centricity.
Commercial
An Atypical Patient Advocate
Merck EVP Dr. Julie Gerberding has not followed a classic professional path, either for a physician or a pharma executive. Instead, her unique career has been guided by a simple compass – the needs of patients
Commercial
Ipsen: Making Patient-Centricity A Reality
The secret to embedding patient-centricity deep in an organization is to encourage colleagues to roll up their sleeves. After all, practice makes perfect, says Ipsen Chief Patient Affairs Officer
Commercial
Patient-Centricity: Decoding The Buzzword
No matter how you slice it, pharma companies across the industry are scrambling to be perceived as putting the patient first. But who is making good on this? What more needs to be done?
Commercial
An Unexpected Journey
A better understanding of the patient journey is increasingly informing company strategy
Commercial
Patient Engagement: A Slow Dance?
Patients and pharma need to overcome their awkwardness if they are to work together for the betterment of all, says patient advocate Jasmine Wright
Commercial
Only One Thing Can Save Pharma
Innovation is essential for pharma's future success, but where does it come from and how do you build it into an organization?
Commercial
From Push To Pull: The Reinvention Of Marketing
As customers turn away from traditional ‘push’ marketing channels, companies are using insights into their behavior to pull customers in, but performing the U-turn from push to pull has not been easy.
Commercial
The Human Side of Patient-Centricity
Focus on patient need and business success should follow, says Paul Perreault, CEO of leading biotechnology firm CSL Limited, parent company of CSL Behring