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    5 Market Research Changes Necessary to Be Successful in Rare Disease Markets

    March 6, 2016

    Market ResearchSuccessfully developing and validating brand positioning and strategy in rare disease markets, whether with physicians or patients, requires a different set of market research practices. At ROF, we have identified five key distinctions that marketing and market research directors need to account for prior to implementing validation plans in these smaller markets: (more…)

    5 Key Lessons from Convenience Launches

    November 9, 2015

    LessonFrom rare disease to primary care, many of the medical advancements coming out of R&D deliver convenience-based benefits versus superior efficacy over the standard of care. While ‘convenience’ benefits such as improvements in dose frequency and/or method of administration are indeed valuable, it has become quite easy for today’s marketers to believe that just positioning on convenience to prescribers and patients will automatically generate sales. If you look at the evidence, you’ll quickly see that in most cases it just doesn’t happen that way.

    ROF delved into this area for a Client that wanted to learn from other launches and not default automatically to the obvious positioning focus of convenience for their product. During our analysis, we uncovered 5 key lessons that are critical to consider when your new product has a unique attribute around convenience. (more…)

    Four Ways Rare Disease Marketing is Different from Traditional Marketing

    September 9, 2015

    Individual in a crowdThe explosive growth in the number of filings and associated approval of drugs to treat rare diseases has outstripped the supply of qualified, experienced rare-disease marketers. Unless you are retiring in the next 5 years, there is a strong possibility that you’ll be working in a rare disease market. So, it’s critical to consider how rare disease marketing is different from traditional biotechnology marketing.

    There are four key differences that immediately come to mind that any marketer or company getting involved in rare disease should keep in mind. (more…)

    Why DTC Decision-Making Shouldn’t Model That of End of Life Care

    June 14, 2015

    MeasurementDuring a conversation with a colleague the other day, I had an epiphany about a common question within our industry – whether or not to invest in DTC marketing. In recent years, the rationale and logic behind investing in DTC marketing activities has become very similar to another big conundrum in healthcare – end of life care. Let me explain.

    Almost 28%, or about $170 billion, of Medicare expenditures are spent on patients’ last six months of life. I found this to be a shocking amount of money given the constrained resources of our healthcare system, but it’s only getting worse. Why? Because we want to make sure we try everything to save someone before we let go, among other reasons. While this approach may make emotional sense when discussing the lives of people, I’m not sure this line of thinking should be applied salvaging the life and health of your brand. (more…)

    Best Unbranded Site? Not an Easy Question.

    May 5, 2015

    Person on laptopRecently, a friend of mine, who happens to be a good marketer, fired off a quick email to me with what she thought was a simple question. “Currently, what do you consider the best, unbranded site?” Her question wasn’t coming from a user experience perspective but from a strategic one.

    My response was that it was almost impossible for me to answer the question without knowing what the product’s brand strategy was first. It wasn’t a copout, but a subtle reminder of why an unbranded campaign should exist in the first place. The unbranded strategy (and the resulting execution – website) should ultimately address an educational prescript essential for your target audience to internalize your branded communication platform. Without ultimately knowing what the branded strategy and communication platform is, it’s extremely difficult to determine whether the unbranded website is truly doing its job. (more…)

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