Creating differentiation in the Pharma space can often fall into the category of “easier said than done”. In recent years we’ve seen an uptick in the number of brands that, by strict definition, have “differentiated” themselves, but far too often they fail to live up to their potential because they are not meaningfully differentiated.Read More
Do biosimilars need to be positioned? It is a debatable point amongst markets of biosimilar products, but the growing consensus is that they should, in fact, be positioned and messaged with the same degree of rigor (if not scale) as the originator brand and this is the perspective that OptiBrand Rx champions.Read More
June 2nd is National Cancer Survivors Day. A day where we recognize those who have fought the long and difficult battle for life. This is a day where we can recognize and appreciate the survivors who are still with us after fighting the demon we all know as cancer. Anyone who has first-hand experience knows that both cancer and its treatment can be both physically and emotionally draining for the patient—but also for those closest to them. However, when it comes to the “big C”, perspective is everything.Read More
As we mentioned in Part One of “Drug Prices Coming to DTC,” marketers who are proactively planning during brand development will have the advantage, but exactly what should you be keeping in mind when you set out to build a pharma brand in this new landscape.
Here are two elements to consider:Read More
Drug prices are coming to DTC, and marketers should start planning for the impact it will have on their brands. We work alongside pharma marketers every day, and we are well aware of the misconceptions out there around pricing. Drugs priced in the hundreds of thousands of dollars seem predatory to many, in the comment sections of some recent news articles, people are noting that the treatments ‘cost’ only a fraction of the list price to produce. We know that is of course not true, the second pill costs only a fraction, the first pill very often represents billions of dollars of research and development.Read More