ARTICLES

Health disparities have a significant impact on healthcare systems and are expected to worsen in the coming decades. In the US alone, these disparities already cost the healthcare system $320 billion annually, with projections to reach $1 trillion by 2040.  ...

As the time HCPs spend with patients is short, much of their prescribing is habitual. A lot of brands are fighting for their attention, and changing habits is hard. If you want to drive a change to prescribing, your brand’s communications must be ‘spot on’ in terms of...

The pharmaceutical industry has a powerful remedy for nearly every condition—but what about healing its own carbon footprint? While pharma has been a hero for global health, it’s also left a bit of an environmental mark. In fact, the healthcare industry is responsible...

A positive patient experience is the ultimate goal in healthcare, and leading pharma and biotech companies are increasingly focusing on patient-centricity as a core aspect of brand strategy.  By viewing the patient as a whole—considering their physical, emotional, and...

From participant recruitment and retention to ensuring diversity and minimising patient burden, the world of clinical trials faces a unique set of challenges.   Decentralised clinical trials (DCTs) have emerged as a potential solution, promising to address some of...

Pharma brand planning is at a pivotal moment as we move through 2024, with new trends and areas of strength emerging, as well as a few aspects that could do with some improvement. At a recent webinar, Branding Science experts Ed Corbett and Simon Fogg talked guests...

Where have all the pharma brands gone? Brands are all around us and shape our decisions in ways we are not conscious of. So why has there been a steady decline in their creation in pharma? Having embraced the idea of brand building in the 2000s/2010s, there has been a...

Our healthcare world is full of examples for how AI could be - or is already - improving diagnosis, treatment, follow up and the overall patient experience.  So, what if AI algorithms were used to make recommendations for treatment decisions, to support doctors in...

In the world of hype surrounding the term ‘Artificial intelligence’ (AI), it’s natural to ask how you can actually define what AI is (and isn’t). With many tech providers offering genuinely innovative and valuable solutions under the banner of AI, whilst others use...

We're excited to share our comprehensive whitepaper on Antibody-Drug Conjugates (ADCs), a groundbreaking class of targeted cancer therapies. Dive into the details and discover how ADCs are revolutionising oncology.  Here are some of the key highlights:  Mechanism of...