Category: Media Coverage

Read the latest news from Beghou Consulting, as well as our experts’ views on trends and challenges in the life sciences industry.

Esin Izat on using marketing research to inform brand stories

The brand story is an essential component of product launch, informing everything from go-to-market strategy to color schemes and logos. It can also successfully position a product in a competitive marketplace. Manager Esin Izat, leader of our marketing research practice, describes in PharmaVOICE how to use marketing research to craft compelling brand stories.
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Jon Hesby, Kevin Frymire and Rob Lien on navigating the COVID-19 pandemic

While pharmaceutical commercial teams navigating the COVID-19 pandemic don’t face the same life-or-death decisions the Apollo 13 team did 50 years ago, they are still responding to rapidly evolving circumstances in an uncertain environment. In Med Ad News, Partner Jon Hesby and Associate Partners Kevin Frymire and Rob Lien share three lessons from the Apollo 13 story that can help pharma companies today.
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Dan Schulman addresses key considerations in orphan drug commercialization

Orphan drugs are different than mass-market therapies — and so is their commercial strategy. Orphan drug manufacturers should engage patients throughout research, development and commercialization — and hire specialized sales forces market the therapy to the most relevant physicians. Associate Partner Dan Schulman describes in Med Ad News the steps orphan drug manufacturers can take to ensure their life-saving treatments reach patients as quickly as possible.
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Esin Izat and Rob Lien on navigating the patient journey to inform commercial operations

An orphan drug manufacturer should follow the patient journey to account for various scenarios in the product’s forecast — from delays in therapy starts to patient compliance and retention. Associate Partner Rob Lien and Manager Esin Izat describe in Pharmaceutical Commerce how detailed analysis and marketing research can help life sciences companies overcome these challenges and contribute to commercial success.
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