From the category archives:

Health Care

The 5 Best Practices for Content Marketing in Pharma

by Alex Topchishvili on April 17, 2014

The pharmaceutical industry is known for being traditional, conservative, and burdened by regulations and protocols. These regulations make pharma marketers wary of embracing new approaches, including the growing trend toward content marketing.  Despite being the term on everyone’s lips, content marketing has been sidelined by the industry either because they don’t fully know how to [...]


In the age of the Affordable Care Act, multicultural healthcare is experiencing a “Renaissance” as the government, communities, and marketers work to realize the vision of affordable healthcare for all. For marketers, the sales growth potential among newly insured multicultural consumers is highly desirable. But the consumer-driven strategy used for consumer packaged goods or quick-service [...]


The Exodus of American Healthcare

by Alex Topchishvili on April 1, 2014

It has been several months since open enrollment for federal health insurance exchanges under the Affordable Care Act went into effect. As Americans gradually uncover how “Obamacare” will impact their coverage and savings in the coming years, some financially savvy and audacious patients and baby boomers have chosen to contribute to a growing trend in [...]


The Future of DTC is… the Patient.

by Anthony on April 10, 2013

Last week’s DTC National Conference featured 20+panels sharing insights, tips, and best practices. The topics ranged from writing creative pharma copy (say, what?) to marketing challenges of maturing pharma brands. However, the overarching theme of the entire event continued to focus on the importance of patient engagement – on the fact that health care marketers [...]


To no one’s surprise, this year’s SXSW Interactive festival was chock-full of inspiring innovators touting promising new startups. The class of health care innovations was no exception, as events like the SX Accelerator Challenge and This Week in Startups (TWIST) yielded a number of potentially disruptive ventures for an industry that desperately needs it.  As [...]

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