PharmaMarketing 411

Naming a new drug is a complex process. So much so that we needed to dedicate two episodes to the topic. Co-hosts John Hinkle and Will Brown discuss the ins and outs, and the do's and don'ts when it comes to naming drugs with two specialists: Nancy Globus and Jennifer Sirop with Addison Whitney. Nancy is VP of Regulatory and Medication Safety and Jennifer is VP of Trademarks. During this 2 episode special, we have an in-depth conversation about best practices and possible landmines to avoid when it comes to naming a new drug.

Co-hosts Will Brown and John Hinkle speak with Leo Reis,  Global and US Marketing leader at Chiesi Rare Disease Group in Boston, MA. Leo shares his unique perspectives on best practices in rare disease marketing - which can be applied by all pharma marketers. We discuss the unique problems and opportunities that marketers face in the rare disease space, and how marketing professionals can interact cross-functionally to implement strategies that go well beyond the pharma marketer's normal tactics. 

In this episode, co-hosts John Hinkle and Will Brown explore the power of a podcasting platform and discuss the 3 C's for ensuring an internal podcast series is effective and creates engagement with an internal audience for maximum impact on improving overall commercial effectiveness.  If you are interested in being a guest on this podcast or want to develop a podcast for an internal audience, we can help. 

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Host Diane Petrone speaks with global healthcare leader Sara Bender, Vice President of Strategy with Silent AF at iRhythm, a company at the epicenter of healthcare diagnostic wearable technology and data science /machine learning.  Sara shares her thoughts on what it means to develop an entrepreneurial mindset and how to apply it in the healthcare landscape. 

In this episode, host John Hinkle discusses with Mike Burrows the importance of new product planning, and how to effectively perform this vital element of the commercialization process. Mike is a life science industry veteran, primarily working at GSK in multiple customer-facing roles and extensive experience developing strategic plans across the lifecycle, including responsibility for international health economics.  Mike's expertise in the commercialization process while new pharmaceutical products are still in the drug development phase led him to start Burrows Life Science Associates, where he focuses on finding meaningful points of differentiation in crowded markets, informing clinical development strategies, and evaluating in-license candidates and estimating potential market values for in and out-licensing opportunities. 

In this episode, co-hosts John Hinkle and Will Brown have an in-depth conversation with long-time pharma industry veteran Clint Burrus, President of Market Access Ashfield Engage.  Clint has developed a high level of expertise focused on market access strategy - and more importantly, he knows the pathway to success and how to avoid common pitfalls when conducting marketing research with payers. 

One problem that all pharmaceutical marketers face is how to convince payers that their innovative treatment is worth paying for. In order to make a compelling argument, pharma must develop a pipeline of "real-world evidence" that demonstrates the utility of treatments and their impact on cost.  Kari Kalgrem from Premier Applied Sciences is working with the pharmaceutical industry on this important work that will help increase patient access. 

During this episode, host Diane Petrone has the pleasure of speaking with Pam Traxel , Senior VP of Alliance Development and Philanthropy at the American Cancer Society. Pam shares her experiences in the best ways to collaborate to develop a meaningful patient advocacy strategy. 

What does it take to have a collaborative relationship with a PBM or a GPO? What are the latest developments and implications related to 340B drug pricing designations? Check out our conversation with Craig Caceci VP of Trade Relations at Ascella Health to learn more about a critical customer channel.  

Rusty Rahmer is Head of Customer Experience Solutions at GSK, and a Board Director for the Digital Analytics Association. Rusty leads the implementation of multi-channel marketing strategies across. During this episode, we discuss multi-channel marketing, the importance of developing an entrepreneurial mindset, and how smaller companies may have an inherent competitive advantage over larger companies.