Entries by Catherine Evans

Breast cancer: From awareness to action

October is Breast Cancer Awareness Month, a campaign backed by the World Health Organization1 as well as numerous brands, and is marked in countries throughout the world1. The aim is to increase attention and awareness of breast cancer and through this improve early diagnosis, treatment and palliative care1. Awareness campaigns are particularly relevant in countries […]

Let patient opinion be the way marker of your strategy 

Patient opinions are recognised as a key driver of successful pharmaceutical marketing. After all, who are the end consumers of the health care system? It’s the patients, and some of their voices have become so prominent that they have earned the title ‘Patient Opinion Leader’ (POL), a phrase that intentionally reflects the value that key […]