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Minding the business
Talking About Prescriptions in a Direct-to-Patient Sales Reality
As prescription drug sales move from the pharmacy counter to direct-to-patient models, pharma marketing faces a new reality. From patient empowerment to shifting HCP conversations, this article explores how brands can adapt—aligning campaigns, redefining access, and rethinking channel strategies—to thrive in a world where patients can buy branded medicines directly.
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When Culture Talks, Healthcare Should Listen: Rethinking Empowerment Across the Ecosystem
Healthcare doesn’t exist in isolation—it’s shaped by culture, emotion, and everyday experience. From pop culture parodies to financial stress, patients and clinicians reveal signals we can’t ignore. This article explores why true empowerment in pharma marketing requires listening more deeply, co-creating with communities, and expanding how we define success.
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