Notes from the practice.
Frameworks, field reports and quietly opinionated takes — written for marketing and medical leaders who don't have time for fluff. New posts roughly twice a month.
Why MLR throughput is a creative problem, not a compliance problem.
The fastest medical brands aren't the ones that argue with their reviewers — they're the ones who design for review. Five concrete moves that doubled our average MLR pass-rate last year.
Designing a KOL program that survives a personnel change.
If your engagement program collapses when one MSL changes jobs, it was never a program.
Patient education at a sixth-grade reading level isn't dumbing down — it's clinical.
What we learned auditing 200 patient leaflets across nine therapy areas.
The congress booth has changed. The booking process hasn't caught up.
Five things we wish exhibition organizers would let us do.
Measuring HCP marketing without pretending you have a closed loop.
A pragmatic stack of proxies, panels and prescribing data.
Brand-name workshops are a waste of everyone's day.
What to do instead, and why we always lose the same arguments.
How a point-of-care device sold out its Q2 inventory in six weeks.
Anatomy of a launch. With consent, with numbers.
71% open rate on an oncology engagement program. Here's why.
The four design choices that mattered, and the one we got wrong.
The HCP portal is not a marketing site. Stop briefing it like one.
Twelve information-architecture decisions you shouldn't outsource.
UCPMP after the 2024 amendments — what actually changed for marketers.
A plain-English summary, written by someone who reads these things for a living.