Core Nation Rants

I keep hearing from pharma marketers that their sales reps are getting less and less face time with physicians. Clearly, we need to engage physicians in more ways that can extend sales reps’ efforts. Of course, the Internet is an obvious pathway, particularly since 99% of physicians are now online every week for professional purposes, according to Manhattan Research. Plus, a Google survey recently revealed that 77% of physicians are specifically looking ...

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Author: Dorene Weisenstein

Pharmaceutical companies, biotech firms, and medical communications agencies have relied on peer-to-peer programs to educate healthcare professionals on what they can do to better serve their patients. Unfortunately, the process we have become so comfortable with is beginning to show its age, and it is time for a change. As I wrote in my last post , it is time to boost the credibility of physicians who speak on behalf of the industry by ...

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Author: Ken Kramer, PhD

When building a brand story, we are always finely tuning what information we should play up — and what we can ignore. This is more important than ever, as cognitive reasoning is becoming too difficult for many target audiences today because of information overload. Specifically, a recent Newsweek article confirms what I’ve always believed about changing behavior: providing too much information can actually prevent people from making desired decisions. Over-analysis causes paralysis Researchers have ...

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Author: Ken Ribotsky