Insight Capsules

The people, products, and ideas shaping healthcare today.

Insight Capsule #2: ODM “The Psychology of Engagement”

COVID-19, Current Events, Health Professionals, On Doctors’ Minds, Pharmaceutical Marketing, Pharmaceutical marketing and marketing research, Pharmaceutical Marketing Research, Pharmaceutical Marketing Strategy, Physician Engagement, Uncategorized

The Use of Engagement Customization and Personalization is Becoming Increasingly Important—in Fact Essential—in Pharmaceutical Marketing in 2022 and Beyond Developed by Health Psychologist and ThinkGen Chief Innovation Officer Dr. Richard Vanderveer The COVID-19 pandemic has served to speed up a trend that was already well underway in terms of the pharmaceutical industry’s promotion of its […]

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Richard Vanderveer, Ph.D.

In addition to his blog, Dr. Vanderveer has written numerous articles on innovation in healthcare marketing and marketing research – not only to challenge new thinking, but also to provide specific and practical advice.

Insight Capsule #1: ODM “The Psychology of Engagement”

March 8, 2022 | Current Events, Marketing Research, Marketing Strategy, Medical Marketing, Omnichannel, On Doctors’ Minds, Pharmaceutical Marketing, Pharmaceutical Marketing Strategy, Physician Engagement, Physician Mindset, ThinkGen, Uncategorized

–Calibrating Promotional Spend– Many of our clients are uncertain how to calibrate their promotional spend in the new, personalized / omnichannel paradigm of pharmaceutical promotion. Discussions held with many of our client partners prior to the beginning of our first quarter 2022 conversations with physicians revealed substantial amounts of confusion and concern about the future […]

On Doctors’ Minds V2.0: The Psychology of Engagement

March 1, 2022 | Current Events, Healthcare Marketing Research, Medical Marketing, On Doctors’ Minds, Pharmaceutical Marketing, Pharmaceutical Marketing Research, Physician Engagement, Physician Mindset, ThinkGen

Understanding the New Paradigm of Personalized, Omnichannel Marketing In late 2020, ThinkGen initiated its On Doctors’ MindsSM project (ODM) V1.0. The purpose of this project, which continued through much of 2021, was to update our clients, and ourselves, on the kinds of impact that the COVID-19 pandemic was having on office-based practitioners in high-value specialties. […]

The Two Kinds of Habits That Matter in Pharmaceutical Marketing

February 15, 2022 | Behavioral Economics, Habit Engineering, Habit Marketing, On Doctors’ Minds

Ever since ThinkGen pioneered Habit EngineeringSM several years ago, we have been working with our clients to help them to understand physicians’ Treatment Habits. While most pharmaceutical marketers have typically focused on prescribing decisions and have used frameworks like Behavioral Economics to help them to develop “heuristicized” messages to influence these decisions, we have worked […]

Some Important Changes in My Work for 2022

February 8, 2022 | Uncategorized

As January becomes February of 2022, I want to advise you of a few important changes that I will be making in my focus for the balance of the year. First, you will note that beginning immediately, I will be discontinuing the scheduled production of three blogs a week to which I have been adhering […]

Who Do You See When You Look in The Mirror???

January 26, 2022 | Current Events, Health Professionals, Healthcare Providers, Physician Burnout, Physician Mindset

Check this out. What you will see is the story of a female physician who shares with us an interesting perspective. The right question to ask is not the one presented above she avers. Nope. The right question is “How do you define yourself?” And by way of response to that poignant question, she offers […]

It’s Simple. It’s Complicated.

January 25, 2022 | Habit Engineering, Habit Marketing, Pharma, Pharmaceutical Marketing, Pharmaceutical Marketing Strategy

Okay, it’s a new year. So once again, you can expect me to judiciously select from among Seth Godin’s posts, and to direct you to the ones I consider to be the most meaningful. Afterall, Seth’s posts are all meaningful, but some, often the simplest ones, just totally grab me. Here’s one of those. If […]

Bringing Diversity into Healthcare Media Coverage

January 20, 2022 | COVID-19, Current Events

Check this out. What you will see is a meta-insight offered by Tonya Russell, the freelance journalist pictured above. Actually, the insight is a two-parter. Part One. If one is going to be able to write knowledgeably about topics like healthcare diversity and the COVID pandemic, you need to be able to tap into diverse […]

Johnson & Johnson’s Support of Nurses

January 19, 2022 | COVID-19, Current Events, Health Professionals

Check this out. As I hope is true in most of the URL’s that I send you to, there are a lot of interesting points made in today’s piece. One is a phenomenon I have observed over my over 40 years of conducting pharmaceutical marketing research. That is, companies that dedicate themselves to maintaining a […]

COVID and Mental Health

January 18, 2022 | COVID-19, Current Events, Mental Health

Check this out. You will find a fascinating piece concerning links between viruses, COVID-19 in particular, and mental health. Links? Yup! The really interesting part about these findings is that causality can go in both directions. Those with schizophrenia and mood disorders, for example, were found to suffer more severe cases of COVID-19 than patients […]

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