Why Your Point-of-Care Strategy Is Half-Baked
Business
567 views
Business
567 views

Why Your Point-of-Care Strategy Is Half-Baked

dorothywetzel - August 15, 2014

Conferences and vendor consortiums abound on point-of-care marketing. Yet many solutions miss an important point-of-care marketing opportunity: helping physicians extend care beyond the office. Conferences and vendor…

Why Write Boring Health Care Copy?
Business
613 views
Business
613 views

Why Write Boring Health Care Copy?

dorothywetzel - August 11, 2014

Learning to write captivating copy from the halls of journalism: Learning to write captivating copy from the halls of journalism:Why doesn’t a patient pamphlet grab you like…

Forget Patient Advocacy: Be a Patron of Patients
Business
442 views
Business
442 views

Forget Patient Advocacy: Be a Patron of Patients

dorothywetzel - July 31, 2014

No doubt your marketing plan contains a mélange of patient KOL tactics. Maybe some brand ambassadors and even a blogger summit if you are really adventurous. The…

Encyclopedia Britannica: The Playbook for Pharma Business Model Evolution
Business
664 views
Business
664 views

Encyclopedia Britannica: The Playbook for Pharma Business Model Evolution

dorothywetzel - July 10, 2014

You can’t actually buy physical encyclopedia anymore. That’s what makes the Encyclopedia Britannica story so relevant for Pharma. The company blew up its 244 year-old business model…

“Orange Is the New Black”: What Prisoners and Patients Have in Common
Business
416 views
Business
416 views

“Orange Is the New Black”: What Prisoners and Patients Have in Common

dorothywetzel - June 25, 2014

While binge-watching the second season of “Orange Is the New Black,” I was reminded of an important parallel between patients and prisoners. Both are victims of a…

Beyond the C-Suite: 3 Ways to Build Customer Focus
Business
1073 views
Business
1073 views

Beyond the C-Suite: 3 Ways to Build Customer Focus

dorothywetzel - April 21, 2014

One of the most encouraging signs of progress in Pharma is the addition of C-suite level Customer or Patient Officers. While the impact of this new position…

Chief Customer Officers: Fancy New Title or Path to Meaningful Change?
Business
612 views
Business
612 views

Chief Customer Officers: Fancy New Title or Path to Meaningful Change?

dorothywetzel - April 15, 2014

Now that health reform seems here to stay, pharma companies are racing to get on the customer focus bandwagon with new Chief Customer Officer (CCO) positions. Now…

It’s a Patient-Payer World
Business
473 views
Business
473 views

It’s a Patient-Payer World

dorothywetzel - October 23, 2013

This is the twelfth and final blog post in a twelve part series that transforms ideas from the marketing world at large into practical plans for pharmaceutical…

Research and Development in Pharma: 4 Lessons in Change
Business
633 views
Business
633 views

Research and Development in Pharma: 4 Lessons in Change

dorothywetzel - October 18, 2013

This is the eleventh blog post in a twelve part series that transforms ideas from the marketing world at large into practical plans for pharmaceutical marketing in…

Three Ways to Supersize Your Patient KOL Strategy
eHealth
539 views
eHealth
539 views

Three Ways to Supersize Your Patient KOL Strategy

dorothywetzel - September 27, 2013

This is the fifth blog post in a twelve part series that transforms ideas from the marketing world at large into practical plans for pharmaceutical marketing in…