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Blog

Highlighted Picks

Three Reasons Brands Can't Afford to Ignore Millennial Women

Millennials now hold more purchasing power than any other segment.

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Three Loyalty Program Challenges and How Loyalty Marketers Can Overcome Them

This is a challenging time for loyalty marketers.

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Latest Posts

Three Critical Ways to Revolutionize Your Pharma Email Approach

Over a four-part blog post series, I’ll explore each of these best practices to help pharma marketers revolutionize their current strategies to achieve marketing excellence. This first post focuses on the traditional approach to email, as many pharma marketers would like to move away from traditional email development.
Topic: Health | Email

Talking Personalization, Part 2

In our last post we focused on organizational readiness to delivering personalized experiences. Many organizations are realizing that personalization should be a strategy and not simply a marketing tactic.

Why Creative is Essential in Personalization

We all know great creative when we see it; the power of cultural meaning through a universal truth that is also personally relevant. I love that moment, the “aha” — when a brand’s proposition and its story are in sync. Those moments are few and far between today, with the vast majority of advertising considered boring, non-engaging, and even worse — irrelevant.

How to Segment and Target HCPs by Phase

In recent years, marketers have shifted their health care professional (HCP) marketing strategy from a "market aggregation" approach, which essentially treats everyone the same way, to a more targeted approach.
Topic: Health

Talking Personalization

People interpret personalization in various ways. At Merkle, we think about personalization as an ongoing exchange, not just a one-time project.

Beyond Price Wars: Using Copay Programs to Drive Adoption

The use of co-pay or coupon cards are typically considered for prescription drugs farther along in their lifecycle, when there are either new entrants in the category or when generics of less-expensive biosimilar products become available. A logical thought in the latter case is “all else being equal, a patient and prescriber will prefer the branded product.”
Topic: Health