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Why the Emotional Sell is More Critical Than Ever
The role that emotion plays in the sales process is often underestimated. Whether a brand is preparing to launch a new product, or taking a reinvigorated one back to market, it is widely accepted that those who form the emotional connection with customers are most likely to succeed.
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Too Many Breakthroughs?
The FDA program to expedite the development and approval of innovative drugs for serious and life-threatening conditions is a great success, but determining whether an experimental compound has real transformative potential is proving to be a challenge for sponsors and for the agency.
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Four Launch Mistakes and How to Avoid Them
Anyone who has spent any significant time in pharmaceutical marketing has experienced the sheer terror of a brand launch. Years of research and planning culminate in a single moment; personal and corporate reputations and vast sums of money are at stake.
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Towards Real-World Patient Centricity
Have you ever given up on a jar of preserves because you couldn’t get the lid off? Imagine if that was your medication for rheumatoid arthritis (RA), prescribed to you so you could better use your hands.
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