news

Non-personal promotion is anything but impersonal

All contact is personal, regardless of the medium. Right now, we are having personal contact: You, the reader; me, the writer; Benchworks, the agency on whose page this blog sits. We are interacting – you are reacting. Where this interaction differs from the ones you have with healthcare professionals is personalization. Consider that in the

Read More

Congratulations to the first graduate of our Emerging Leaders Club

Some people are born leaders. We all know at least one. For the rest of us, leadership is learned behavior. But first you have to want it. And then you need opportunities to learn and develop it. Because leadership is a choice—we can all lead in some way. In the workplace, it’s crucial to foster

Read More

Think beyond your boss: making a good first impression

When starting a new job, we all know the importance of making a good first impression. But what’s the optimal window of time to do so before the opportunity is lost? In other words, how quickly does a boss and/or leadership make up their mind about a new employee? Unfortunately, there’s very little information out

Read More

Part Three – Cultivating a Relationship With Patient Organizations

Patient organizations lie at the heart of the rare disease market segment. These groups are usually founded by a person with the disease, or a family member of someone with the disease, to support patients and their families. Member support is a key component of their mission. During my career, I have had the pleasure

Read More

Part Two – Understanding Patient Needs Within Rare Disease

The majority of us work in the pharmaceutical industry to help patients get the most out of their therapies. In my experience, this motivation is critical for working within the rare disease space—a therapeutic area in which patients have often had to deal with their disease for many years without the support of approved therapies.

Read More

Part One – Importance of Engaging Patient Organizations

Market development for products within the rare disease therapeutic area is both rewarding and challenging. By its very definition, the rareness of a disease means there is often very little information or historical data available about it. This creates challenges for marketers and often adds more time and resources to the endeavor. In my 30-plus

Read More