Pharma Marketing Network

Who takes the blame when a drug grows, yet disappoints Wall Street? That’s the challenge of pharma commercial accountability: figuring out whether the brand, the market, or the forecast fell short. Alnylam Pharmaceuticals’ search for a new chief commercialization officer has put Amvuttra (vutrisiran) under another spotlight. Yet revenue, physician adoption, payer coverage, an...

Clinicians once found trial results in one place and patient stories elsewhere. Now, that separation is getting thinner. DxCheck’s new DxPro workspace brings cited clinical information and summaries of online patient experiences into one environment for healthcare professionals (HCPs). For pharma teams, patient voice in HCP engagement may now mean more than sharing testimonia...

A new cancer drug generates nearly $198 million in five weeks. Is that the beginning of sustained commercial success or an unusually crowded starting line? Rasonque’s debut raises a key question about pharma launch demand: How much reflects lasting patient adoption, and how much comes from patients who were already waiting for treatment?

For pharmaceutical marketers, t...

What if the biggest barrier to selling a healthcare product isn’t the product itself, but what people call it? Piramal Consumer Healthcare’s i-choose campaign shows how healthcare category positioning can begin with something as simple as a more familiar name. Instead of leading with “ovulation testing,” the brand introduces its kit as a “pre-pregnancy test.” That small chang...

Can one question make a person with diabetes, a worried parent, and a clinician feel equally heard? Dexcom is testing that idea with A Letter to Diabetes, launched on November 2, 2026, for National Diabetes Awareness Month. That’s the idea behind participatory healthcare mark...