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Articles by Dr. Alvin
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The $300 Billion Question Pharma Keeps Answering Wrong
The $300 Billion Question Pharma Keeps Answering Wrong
It is a common scenario. A patient sees your ad.
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Personal Reflection: The 2010s Decade
Personal Reflection: The 2010s Decade
Often, people asked me how to have grown so quickly at such a young age. As we are approaching the end of the 2010s, it…
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3K followers
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Dr. Alvin Glay shared thisThese are some sample books in my Kindle Library I've read and studied every single element of those books over the last decade. All of the learnings from these books, the literature and many others have influenced my work today. They've allowed me to approach business and marketing challenges rooted in evidence and not just any evidence but scientific evidence that not just theoretical but practical. This is why we are able today to help life science brands identify patients who are at risk of abandoning therapy and help keep them on therapy to ultimately improve their health outcomes.
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Dr. Alvin Glay reposted thisDr. Alvin Glay reposted thisThe latest edition of "This Month in Data Led Marketing" is now live. This month, we explore: 💰 The $300 billion medication nonadherence challenge—and why patient belief matters 🚧 Why pharma still hasn't had its defining marketing infrastructure moment 💬 Snapchat’s move to make compliant pharma advertising easier 🪄 How AI is shifting marketing from reporting behavior to predicting what happens next 🔎 Why HIPAA compliance may not be enough in today’s consumer privacy landscape Across all five stories, one theme keeps emerging: The big opportunity is using data and technology to understand people better and turn that understanding into experiences that build confidence, trust, and action. We'd love to get your perspective: Are marketers investing enough in understanding customers? #PharmaMarketing #HealthcareMarketing #DataDrivenMarketing #MarTech
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Dr. Alvin Glay posted thisWe often assume that when people don't stay on treatment is because they need more education. A recent IQVIA data shows that fewer than half of new-to-brand psoriasis patients remain persistent with the brand by Month 6. These patients have already taken the first step and started therapy. So what changes? Is it efficacy or tolerability? Affordability or access? Or does the patient's belief about the need for treatment change over time? The answer won't be the same for every patient. If we want to improve persistence and ultimately health outcomes, we need to understand why patients disengage, not simply when they disengage. Source: IQVIA LAAD, Commercial Analytics Library, June 2024–May 2026. #BehavioralScience #PatientEngagement #PharmaMarketing
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Dr. Alvin Glay shared thisI'm excited to be attending Fierce Pharma Week 2026, taking place September 14–17, 2026 at the Pennsylvania Convention Center. If you're attending, let's connect. I am looking forward to connecting with leaders across Pharma Marketing and sharing notes on all things Patients adherence and persistence! #MeetMeAtFIERCEPHARMAWEEK2026 #FiercePharmaWeek #FPW2026 Fierce Life Sciences Events
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Dr. Alvin Glay posted thisHere's a question I think more pharma marketers should be asking: What percentage of patients who receive a prescription actually start therapy and are still on treatment six months later? We know how to measure impressions, clicks, site visits and conversions. But for chronic therapies, those metrics only tell us part of the story. The real value comes when the right patient starts treatment, stays engaged, and has the opportunity to achieve the intended health outcome. Our measurement should follow the patient beyond the prescription. #PharmaMarketing #PatientOutcomes #DTCMarketing
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Dr. Alvin Glay shared thisCheck out our latest newsletter and share your thoughts in the comments.Dr. Alvin Glay shared thisBe sure to catch up on all the news from our latest newsletter. We recently examined the forces driving industry transformation, from #AI-powered commercial #marketing and purpose-built #Healthcare #AdTech to the growing influence of AI agents and the need for more connected consumer and #HCP engagement. As always, our goal is to help you stay ahead of what's changing and to provide practical insights you can apply as healthcare marketing enters its next chapter. https://lnkd.in/epuRWgwG
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Dr. Alvin Glay posted thisLife Sciences brands spend a lot of time and money getting patients to ask their doctors about a medication. But the prescription is only part of the job. If the patient never fills it, or starts treatment and stops a few months later, we've fallen short for both the patient and the brand. I think we need to ask a harder question: Are we helping patients stay engaged long enough to realize the intended health benefit of treatment? That's where patient outcomes and sustainable brand growth start to come together. #PharmaMarketing #PatientEngagement #BehavioralScience
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Dr. Alvin Glay shared thisPharma marketers have really nailed the art of creating awareness and getting doctors to have conversations about their products. But what happens once a prescription is written? Here’s the reality: about 50% of prescriptions for chronic conditions never get filled, and three out of four people who do fill them stop taking their medication within a few months. I'm sure we all can attest to this as patients in some capacity. The industry often looks at this as an issue of access, affordability, or simply needing a reminder to take the medication. While these factors are important, there’s something deeper at play for many patients: unresolved doubt. "Do I really need this medication? Is it actually working for me? Are the risks worth it? Can I see myself sticking with this treatment long-term?" In my latest article, I discuss why the staggering $300 billion issue of patient adherence is ultimately a matter of trust. It’s crucial for DTC marketers not just to focus on awareness but also on the journey that continues after the prescription is filled. So, I’m reaching out to my fellow life sciences marketers: Who should be responsible for maintaining a patient’s medication routine six months in, and why is this not a core marketing KPI? I’d love to hear insights from those in brand management, patient engagement, CRM, analytics, market access, and medical affairs. Let’s have a conversation about this important topic. Please share or tag anyone you think might have a POV. Response Media #LifeSciencesMarketing #PharmaMarketing #PatientAdherence #PatientEngagement #BehavioralScience #DTCMarketing #LifeSciencesMarketing #PharmaMarketing #PatientAdherence #PatientEngagement #BehavioralScience #DTCMarketing
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Dr. Alvin Glay reposted thisDr. Alvin Glay reposted thisHalf of prescriptions never get filled. Of the half that do, a third of patients quit within a couple months. Shyam Desai (CMI Media Group) and Dr. Alvin Glay (Response Media) joined Rachel Mancuso (Butler/Till) to close out our #BrandInsider Pharma & Healthcare Summit. They unpacked the real barriers standing between patients and adherence. ➕ It's emotional before it's logistical. Brands treat prescriptions like transactions, but the real question patients are asking is "Does this fit my life?" ➕ Persistence marketing is a rounding error in most budgets. Less than 1% of pharma budgets go toward keeping patients on therapy, even though losing them early erases any clinical or commercial upside. ➕ Meet patients in moments, not funnel stages. Plan around emotional moments rather than generic pre-Rx/on-Rx buckets, so messaging actually matches how someone feels. #MediaPostInsiderSummits #PharmaMarketing #HealthcareMarketing
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Dr. Alvin Glay liked thisDr. Alvin Glay liked this**NEW EPISODE (www.cpgguys.com) 📉 "ROAS is a very costly misnomer. A CFO hears 'Return on Ad Spend' and thinks it's a real financial return. It isn't." 🛑 Let's have an honest conversation about the massive disconnect happening between CMOs and CFOs. Every media dashboard claims a 4-to-1 ROAS, yet total brand revenue isn't growing by 400%. Why? Because standard ROAS doesn't account for incrementality. It often just claims credit for loyalists who were going to buy the product anyway. On this live episode, Andrew Lipsman and Instacart's Adam Silverblatt broke down the math behind Incremental ROAS (iROAS) and why off-platform media is winning: 💡 The On-Site vs. Off-Site Paradox: 🛒 On-Site Media: ROAS numbers look phenomenal on a dashboard, but when evaluated through a strict incremental lens, the net-new lift is often muted. 🌐 Off-Site Media: Traditional ROAS can look lower because off-site media costs more. But when measured correctly through incremental reach and iROAS, off-site is frequently the top performer for acquiring net-new customers. 🎯 In-Flight Optimization: Adam Silverblatt highlighted how brands (like Deep Indian Kitchen) use Instacart's off-platform conversion API inside platforms like The Trade Desk to optimize in-flight—doubling ROAS while slashing CPMs and capturing net-new buyers in real time. The Monday Morning Action Item: Stop evaluating upper-funnel and off-site media through short-term, bottom-funnel ROAS metrics. Measure upper-funnel reach and frequency through high-fidelity first-party purchase data, and use independent third-party iROAS to validate true volume growth. 👇 Is your brand still held hostage by legacy ROAS metrics, or are you optimizing for true incrementality? Watch the episode : www.cpgguys.com. #Incrementality #iROAS #DataAccuracy #FirstPartyData #Instacart #TheTradeDesk #CSuiteStrategy #CPGGuys
Experience & Education
Licenses & Certifications
Volunteer Experience
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Board Member
Regisions Financial Services
- Present 14 years 2 months
Regions Financial Services is a microlending firm headquarters in Kings, Jamaica. Regions provide small and medium size personal and business loans
Publications
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Real Time Marketing: To what extent dooes time or relevance matter?
Engaged Management Scholarship
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Real-Time Push Mobile Marketing Strategy: To What Extent Do Time and Relevance Matter?
Georgia State University ScholarWorks
See publicationThe ubiquity of the smartphone has proven disruptive. The relevance of this medium can be observed through time spent on mobile media, google mobile search numbers, and direct and indirect sales generated by mobile devices. Consumer expectations of firms have likewise increased, and there is now an anticipation of readily reliable, responsive, and personalized services to support consumers’ everyday activities whenever they need it. Prior research focused on the following themes: mobile…
The ubiquity of the smartphone has proven disruptive. The relevance of this medium can be observed through time spent on mobile media, google mobile search numbers, and direct and indirect sales generated by mobile devices. Consumer expectations of firms have likewise increased, and there is now an anticipation of readily reliable, responsive, and personalized services to support consumers’ everyday activities whenever they need it. Prior research focused on the following themes: mobile marketing strategy, permission marketing, proximity marketing, topicality, and utility. Empirical gaps were identified in the real-time mobile and push mobile marketing domain. A quantitative engaged scholarship research method was utilized to investigate this phenomenon empirically.
Projects
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IOT-enabled Marketing
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See projectCo-author research paper on The Internet of things implications for firms and consumers.
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Jessica Hartley
Jessica Hartley
I’m obsessed with experience...employee experience, customer experience, and client experience—because these touchpoints form a connected experience ecosystem. I thrive at the intersection of employee experience, talent development, and organizational transformation, grounded in a simple belief: when we empower people, we unlock both individual potential and enterprise impact.<br><br>Across my 25+ year career, I’ve led strategic, global, multi-year transformation initiatives that put people at the center—leveraging digital technologies, agile ways of working, and data-driven insights to shape what’s next. Whether driving large-scale organizational transformation, guiding capability development, or supporting mergers through technology integration, I’m energized by work that helps teams excel in their work and in how they work together.<br><br>In my current role as Firmwide Talent Lead for Product and Experience, and Data and Analytics, I lead global talent strategy and execution for a ~20K employee population across recruiting, onboarding, early careers programming, career development, and learning and development. I partner closely with senior leaders and HR to build strong, inclusive talent pipelines, strengthen executive talent management, and create experiences that help people grow with intention.<br><br>I’m especially focused on designing the workforce of the future as AI, agentic technologies, and emerging digital capabilities reshape how work gets done. That includes evolving skills, roles, ways of working, operating models, and job architecture—while reinforcing the human capabilities that matter most: judgment, curiosity, adaptability, collaboration, and empathy.<br><br>I also serve as the Learning & Development Community of Practice Lead for our broader Tech, Data, and Product population, aligning learning priorities, scaling best practices, and bringing a practical lens to how AI is changing “how” we learn.<br><br>Beyond my role, I serve on the Atlanta Tech Center Leadership Team and as Global Co-Chair of our Pride Executive Forum for Managing Directors and Executive Directors within The Office of LGBTQ+ Affairs. I’m also the executive sponsor for our Internal Community Engagement Team in the Atlanta Tech Center, a member of the Black Executive Forum and Women on the Move, and I serve on community boards including WorldOregon, PFLAG Black Metro Atlanta, and the Diabetes Association of Atlanta.<br><br>Together, let’s build an inspiring, inclusive, future-ready world of work—where people can lead with clarity, confidence, and purpose. Shine Bright Always.
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