When I work on pipeline products, I always find the moment when drug names are announced incredibly fascinating, not just because it feels like the launch of a product’s identity in a sense, but also because the nuances of the name matter, maybe more than we realize. In the in-office dialogues, I hear the tentative…
In 2016, Pharmaceutical companies spent over 5.7 billion dollars globally in direct-to-consumer marketing. This is a 9% bump over 2015’s expenditures, a large increase for such a mature industry. With the growth of digital interconnectivity though, is this surprising? Tracking ROI and campaign performance is easier than ever, and budget allocations have been as accurate…
September 29, 2017 – “As the country considers ways to once again reform its healthcare system, we have to remember that competition among insurance companies can become so confusing as to bewilder patients and physicians, thereby thwarting their ability to get affordable treatments for people with serious illnesses like rheumatoid arthritis. When it comes to…
Hello and welcome back for the last installment of our Ling 101 mini-series! In this video, we discuss Metonymy and Synecdoche. Sound intimidating? Well fear not, as you have the dialogue experts to break it down for you, and show you how these concepts can help you resonate with your target audience. To see the…
Marketing to the Pharma Sector can be quite challenging in today’s environment. Unlike normal B2B structures, these huge targets are comprised of some of the largest most profitable brands in the world, operating in arguably the most regulated sector imaginable. If this is not intimidating enough, some of these individual companies are comprised of over…
Even though ASCO 2017 wrapped up over a month ago, we are still pretty curious and interested in what’s to come from the oncology community. We’re especially excited to hear what real attendees have to say about their experiences. Our curiosity sparked us to reach out to one of our Oncologists who went to ASCO…
A recent BBC article (“Medicine Information Leaflets ‘Too Scary’ says Experts”) illustrated how word choice and framing of side effects on drug inserts may sway patients towards not taking their medication. But why? The Academy of Medical Sciences report, which the BBC quotes, shares that patients may be confused, anxious, and/or off-put by the current…
Welcome back! At this point, we’ve covered a good amount of ground on the basics of healthcare discourse analysis. Namely we’ve talked about how linguistics: is integral to good market understanding, can shape understanding with footing and alignment has rules that we can break or follow But what about power and control?
Are you ready to find out more about discourse analysis in healthcare? We’ve already discussed how linguistics is integral to good market understanding, and how discourse analysis helps shape that understanding with footing and alignment, but what else can we learn? In this Ling 101 mini-lesson, we look at understanding the in-office conversational rules, how we…
The treatment discussion as a whole has been impacted by the launch of new classes of treatment and new products over the past year. One third (10/30) of newly approved molecules in the European Union in 2016 were drugs for use in oncology. As we continue our look at trends across Verilogue’s conversation database, one…