Practical Perspectives from MNG Health

Reimagining the Role of the Pharma Sales Rep

For as long as any of us can remember, the role of the drug rep has been the same—get in front of a doctor and tell them why they ought to prescribe your drug. This model relies on a very simple calculus: every friendly, positive interaction a rep can get with an HCP jogs their prescribing pen fractionally closer to the prescription pad in favor of their promoted drug. Of course, all of your competitors are doing the same thing, so it’s an arms race—maximize your share of voice and drive your prescription volumes.

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Is the Live Advisory Board Meeting Dead?

I still remember the first advisory board meeting I ever attended. I was in my first job out of school—a market research analyst position in the company’s CNS franchise. The brand team invited me to tag along as a glorified note-taker for their semi-annual Depression Advisory Board.

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Email Marketing: The Right Solution in the Era of COVID-19?

The COVID-19 pandemic that swept the country this spring disrupted every aspect of life and business as we know it. The pharmaceutical industry, in particular, has been upended because healthcare practitioners are, themselves, so significantly impacted by the risks of viral spread within their practices.

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Doctor reading direct mail piece

Direct Mail Marketing: Your Results May Vary

In an age in which everything is digital, direct mail (DM) may seem to belong in a museum of quaint things direct marketers once used. However, an experienced and broadly-skilled marketer today knows the facts about DM, which are surprisingly impressive. According to the Direct Marketing Association (DMA), DM customer response rates increased by an

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MNG Health's HCPiQ process

Our Results-based Marketing Process

What does a winning system look like, and how do you create it? At MNG Health we use a multi-pronged, 360-degree consultative process called HCPiQ that forms the basis for a system we’ve created for our clients. Let’s have a look at each step. Start with Discovery In this phase, the goal is to understand

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Successful Marketers Build Systems

So, what is a “campaign”? This marketing term comes from military campaigns, defined as “a series of operations intended to achieve a particular objective, confined to a particular area, or involving a specific type of fighting.” Do we really want to combative with our customers? Yet that’s how many brand managers in most industries have

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Maximize the Value of Virtual HCP Events

Virtual events have become a pillar of modern training and meetings. In fact, according to Market Research Media the overall market for virtual events is forecast to grow from $14B in 2018 to $18B just five years from now. Pharmaceutical and other life sciences companies have been strong participants in this trend, and virtual meetings

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Man reads email on his smartphone

When Did Email Marketing Get So Sophisticated?

While trendy social platforms grab headlines, email has quietly become the vehicle through which modern communication and commerce is conducted. According to email service provider Constant Contact, over 205 billion emails are now exchanged every day globally, growing to 246 billion by the end of 2019! The return on investment (ROI) for email marketing can

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Bridging the Gap between Insight and Action

Intelligence and analytics are hot topics these days, which makes this a great time to work in these fields. All too often, however, we read articles and see conference presentations that suggest having access to mountains of data or the latest computing platform with a catchy, human-like name will somehow confer magical, all-knowing powers to

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Doctor and rep

3 Tips for Designing Content that Appeals to Time-constrained HCPs

During the past 18 years MNG Health has orchestrated nearly 250 million engagements with busy HCPs, and we’ve learned that content is a critical part in making meaningful connections and empowering customers.  First, content must be personalized. Choice of subject matter, length and depth, and personal preferences like time of day and location awareness matter

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Doctor and Rep

Orchestrating Effective HCP Content

A byproduct of our increasingly connected world is that many of us are drowning in content, and healthcare professionals (HCPs) are no exception. This is due in part to the increase in content marketing by pharmaceutical manufacturers, medical device makers, medical publishers and other players in the healthcare ecosystem. According to marketing automation leader Marketo,

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Training Meeting

A Balanced Approach to Brand Planning

It will soon be the time of the year again when summer vacations start to wind down, kids dread the first day of school and pharma marketers make their final push to finish next year’s tactical plans. The pharma brand planning process relies on the fundamentals of business planning, but each company and its partners

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