PharmaMarketing 411
32 episodes - English - Latest episode: over 2 years ago - ★★★★★ - 2 ratingsOn the Pharma Marketing 411 podcast, we talk with the life science industry’s most successful marketing professionals and gain insight on strategy and implementation from those who are making it happen.
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Episodes
Becoming a Better Strategic Brand Planner: A Conversation with Janice MacClennan
December 13, 2021 14:00 - 29 minutes - 20.3 MBCo-hosts Will Brown and John Hinkle are thrilled to welcome Janice MacLennan to this episode of PharmaMarketing 411 to have a conversation about what the pharma industry can do to improve the approach to brand strategy. We talk about how Janice has made a pivot in how she approaches marketing planning - and how that is helping companies become more aligned across their entire commercial organization. Janice’s book "Brand Planning for the Pharmaceutical Industry" discusses how branding can be...
Becoming a Better Strategic Brand Planner: A Conversation with Janice MacLennan
December 13, 2021 14:00 - 29 minutes - 20.3 MBCo-hosts Will Brown and John Hinkle are thrilled to welcome Janice MacLennan to this episode of PharmaMarketing 411 to have a conversation about what the pharma industry can do to improve the approach to brand strategy. We talk about how Janice has made a pivot in how she approaches marketing planning - and how that is helping companies become more aligned across their entire commercial organization. Janice’s book "Brand Planning for the Pharmaceutical Industry" discusses how branding can be...
Rx for Your Brand Plan: A Conversation with Markus Saba and Hilary Gentile
November 29, 2021 00:00 - 35 minutes - 24.3 MBMarkus Saba is Professor, Executive In Residence, at The Center for the Business of Health at UNC’s Kenen Flagler Business School, and has a wealth of experience in the pharmaceutical industry and spent 25 years with Eli Lily in numerous senior marketing leadership roles.. Hilary Gentile is the Global Chief Strategy Officer at McCann Worldwide and has experience working with a spectrum of pharma clients, as well as with health and wellness brands. In 2017, Hilary was inducted into the Medi...
Marketing Strategy vs. Tactics and Why Pharma is Getting it All Wrong: A Conversation with Professor Brian Smith
November 15, 2021 13:00 - 39 minutes - 27.2 MBProfessor Brian Smith has more than 40 years of pharmaceutical industry experience, ranging in roles from research chemist to marketing leadership, and academic research. He has advised multiple leading pharma companies on strategy - and he has "written the book" on pharma marketing with more than 300 published works, and multiple books including “Brand Therapy” “Darwin’s Medicine” and “The Future of Pharma." Link to: Brand Therapy: 15 Techniques for Creating Brand Strategy In Pharma and M...
Pharma's Role in Engineering Culture through Marketing: A Conversation with Vasanth Seshadri
November 01, 2021 13:00 - 41 minutes - 28.9 MBIn this episode of the PharmaMarketing 411 podcast co-hosts Will Brown and John Hinkle talk with Vasanth Seshadri, Founder of The Sunny Side, a global creative agency located in Singapore. Vasanth is also the author of the book, Cultural Engineering. The Role of Brands In a Changing World. The book is a guide to how brands, including pharma brands, can turn themselves into catalysts of cultural change. During this episode, we explore how pharma companies can develop a purposeful approach to...
Best Practices: Are You Maximizing Customer Engagement? A Conversation with Courtney Ness
October 18, 2021 13:00 - 37 minutes - 25.7 MBCo-hosts Will Brown and John Hinkle talk about the evolving model for virtual customer engagement with Courtney Ness, founder of Field Factor Training. Courtney is an expert in sales training and shares her insights about the evolving nature of pharmaceutical product promotion. Connect with Courtney at LinkedIn: https://www.linkedin.com/in/courtney-ness-9a93537/
PREcommercial - A Conversation with Maureen Franco and Mike Hodgson
October 04, 2021 13:00 - 41 minutes - 28.7 MBCo-hosts Will Brown and John Hinkle talk about pre-commercialization and the importance of setting the stage before launching a new product with 2 experts: Maureen Franco and Mike Hodgson. Maureen and Mike are co-founders of the marketing insights firm PREcommercial - and they have been involved with the launches of many of the top-performing pharmaceutical products over the past decade.
What Pharma Marketers Can Learn from Consumer Brands by Knowing their Customer's Journey - A Conversation with Justin Masterson
September 27, 2021 13:00 - 44 minutes - 30.8 MBJustin Masterson is Senior Vice President of Strategy with Seek Company, a Cincinnati-based market research firm that specializes in connecting brands to customers by gaining insights through developing customer journey maps. Co-hosts John Hinkle and Will Brown explore the customer journey mapping process, how it impacts the development of brand strategies, and how lessons learned from consumer brands can help shape best practices for pharmaceutical brand teams.
Your Brand Strategy Could Be Setting You Up to Fail & How You Can Fix It
September 20, 2021 16:00 - 45 minutes - 31.3 MBCo-hosts John Hinkle and Will Brown have a conversation about the perils facing pharma marketers and ad agencies when it comes to establishing a brand strategy. Suzanne Goss and Martin Mannion are experts in developing strategies for all types of pharmaceutical brands and portfolios. Their insights and experience can help you think about your strategy in a new way and see if it really is setting you up to win. In this episode, we discuss that what might be "good" for your brand, may not be ...
Global Pharma & Best Practices for Cross Cultural Success: A Conversation with Enrico Magnani
August 18, 2021 01:00 - 52 minutes - 35.9 MBEnrico Magnani is Italian, with a Ph.D. from Cambridge University in the U.K., and he is now serving as the General Manager of Helsinn China. If anyone knows what it will take for someone to have success in a global marketing or ex-pat role in the life science industry, Enrico is a true expert. He has worked across borders and across cultures for his entire career. This episode is worth the listen for anyone who works with anyone in a foreign country. Our conversation focuses on his curren...
Pt. 2 What Every Pharma Marketer Should Know About Naming a New Drug: A Conversation with Addison Whitney
August 12, 2021 20:00 - 29 minutes - 20.5 MBNaming 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 ...
What Every Pharma Marketer Should Know About Naming a New Drug: A Conversation with Addison Whitney (Part 2)
August 12, 2021 20:00 - 29 minutes - 20.5 MBNaming 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 ...
Pt. 1 What Every Pharma Marketer Should Know About Naming a New Drug: A Conversation with Addison Whitney
August 10, 2021 15:00 - 25 minutes - 17.7 MBNaming 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 ...
What Every Pharma Marketer Should Know About Naming a New Drug: A Conversation with Addison Whitney (Part 1)
August 10, 2021 15:00 - 25 minutes - 17.7 MBNaming 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 ...
Best Practices in Rare Disease Marketing that Can Be Applied by All Pharma Marketers: A Conversation with Leo Reis
August 10, 2021 01:00 - 41 minutes - 28.2 MBCo-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 tac...
The Power of Podcasting for an Internal Audience: Improving Effectiveness
July 30, 2021 16:00 - 19 minutes - 13.5 MBIn 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. Email our team at: [email protected]
Developing the Entrepreneurial Mindset: A Conversation with Sara Bender
July 27, 2021 14:00 - 18 minutes - 12.6 MBHost 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.
Developing Strategic Plans for New Products: A Conversation with Mike Burrows
July 19, 2021 12:00 - 42 minutes - 29.4 MBIn 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...
Conducting Payer Market Research to Develop Market Access Strategies: A Conversation with Clint Burrus, CEO, Ashfield Market Access.
July 12, 2021 13:00 - 36 minutes - 25.3 MBIn 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.
Conducting Payer Market Research to Develop Market Access Strategies: A Conversation with Clint Burrus
July 12, 2021 13:00 - 36 minutes - 25.3 MBIn 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.
Developing a Strategy for Obtaining Real World Evidence: A Conversation with Kari Kalgren from Premier Applied Sciences
June 28, 2021 11:00 - 26 minutes - 17.9 MBOne 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.
Keys to Supporting Patient Advocacy: A Conversation with Pam Traxel, Sr. VP of Alliance Development and Philanthropy at American Cancer Society
June 22, 2021 02:00 - 25 minutes - 17.9 MBDuring 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.
Keys to Supporting Patient Advocacy: A Conversation with Pam Traxel
June 22, 2021 02:00 - 25 minutes - 17.9 MBDuring 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.
Building Strong PBM/GPO Channel Relationships: A Conversation with Craig Caceci
June 14, 2021 15:00 - 38 minutes - 26.4 MBWhat 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.
Building Strong PBM/GPO Channel Relationships: A Conversation with Craig Caceci, VP of Trade Relations at Ascella Health
June 14, 2021 15:00 - 38 minutes - 26.4 MBWhat 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.
Best Practices for Implementing Multi-Channel Marketing Strategies: A Conversation with Rusty Rahmer, Head of Customer Engagement at GSK
June 07, 2021 15:00 - 41 minutes - 28.8 MBRusty 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.
Best Practices for Implementing Multi-Channel Marketing Strategies: A Conversation with Rusty Rahmer from GSK
June 07, 2021 15:00 - 41 minutes - 28.8 MBRusty 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.
Optimizing Personal Performance and Results: A Conversation with Mindy Hemcher from A Game Telent Strategies
May 27, 2021 14:00 - 36 minutes - 25.4 MBHost Diane Petrone speaks with Mindy Hemcher about maximizing work performance and delivering your best every day. Mindy is with "A Game Talent Strategies" and she focuses on helping the life science industry identify top-tier human talent. She talks about what it means to bring your "A Game" every day to maximize your performance and results.
Optimizing Personal Performance and Results: A Conversation with Mindy Hemcher
May 27, 2021 14:00 - 36 minutes - 25.4 MBHost Diane Petrone speaks with Mindy Hemcher about maximizing work performance and delivering your best every day. Mindy is with "A Game Talent Strategies" and she focuses on helping the life science industry identify top-tier human talent. She talks about what it means to bring your "A Game" every day to maximize your performance and results.
The Importance of Collaboration to Achieve Brand Success: A Conversation with Ted Lawson, Endo Pharmaceuticals
May 03, 2021 14:00 - 36 minutes - 25.1 MBIn this episode of the PharmaMarketing 411 podcast, host Will Brown speaks with Ted Lawson, a multi-product marketing leader at Endo Pharmaceuticals about the importance of collaboration with internal and external partners to achieve optimal results.
Achieving Brand Success by Focusing on the Patient: A Conversation with Mark Glackin, Biohaven Pharmaceuticals
April 27, 2021 22:00 - 34 minutes - 23.7 MBIn this episode of PM411, host John Hinkle speaks with Mark Glackin, Senior Vice President, Migraine Strategy at Biohaven Pharmaceuticals. We talk about his perspective on how pharma brands win in the market by staying laser-focused on patients.
Pharma Marketing and Sales in the Pandemic Era: A Conversation with Aneil Batra, Novo Nordisk
April 09, 2021 15:00 - 36 minutes - 25.2 MBIn this episode of the PM411 podcast, host John Hinkle speaks with Aneil Batra of Novo Nordisk. Aneil shares his insights on the challenges and opportunities facing the pharmaceutical industry during the pandemic, and he offers insightful predictions for the state of marketing and sales in a post-pandemic world.