1. In Vivo

Effective Drug Promotion After COVID: Follow Your Audience

 
• By Ben Comer

Pharmaceutical marketing and sales shifted toward digital by necessity as the COVID-19 pandemic set in, but advertising experts say offline channels still have an important place in an effective, multi-channel promotional strategy. Defining a brand’s key audience and customer drivers should be the determining factor in channel selection, not chasing the next new media platform.

media channels

It has quickly become a health care industry truism that COVID-19 accelerated trends that were already emerging in biopharma sales, marketing and promotion. The pandemic heralded more digital and virtual engagement of physicians and patients, increasing use of telehealth, and the use of social listening data for improved, machine learning-assisted customer targeting and engagement.

On social media platforms in the US, the three approved COVID-19 vaccines made perhaps the biggest positive splash to date...

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Strategic Surprises: The Drugs That Rewrote The Forecasts

 
• By Edwin Elmhirst

Many assets do not meet their pre-launch predictions, either exceeding or falling short of their forecast sales. In this article, In Vivo highlights several historic examples and the factors that influenced their unexpected performance.

Podcast: “They Are Able To Keep Their Body”: Medipost On Its Stem Cell Therapy Vision

 
• By Anabel Costa-Ferreira

In Vivo spoke with Edward Ahn, CEO of Medipost, a Korean company that has developed stem cell therapies from cord blood, on how they are working across regulatory markets to provide a novel treatment for degenerative diseases.

Can Italy Shake Off Its Reputation And Become A Premier Hub For Biotech?

 
• By Barnaby Pickering

Leading industry experts have spoken to In Vivo about how investment, a change in mindset and a fresh approach to policy may allow Italy to kick-start its biotech ecosystem.