Posts by Lauren Clarke
To be customer centric you need CPIs
How do you know you’re giving your customers what they truly need? Are you measuring it? What systems do you currently have in place that will give you real insight into what they are experiencing?
Read MoreWhat is an insight?
Lately I’ve been seeing project briefs that go like this: Background, challenge (you know, like what’s going wrong that could be going better), objective (are we looking to raise awareness or change perceptions), audience, spec, budget.
Read MoreCreating high-value content
Look at your brand messages and the content you’re considering creating and identify its strengths, weaknesses, and ensure there is alignment between what you want to say, and what your customer needs.
Read MoreUnderstanding your customers lies in the principles of personalization
Since reps have been spending less time traveling and seeing HCPs, they should have more capacity to pursue value-added opportunities. This includes collecting insights on physicians’ unmet needs and administering these insights back into CRM systems.
Read MoreContent audits: what not to do
Thinking about creating new content? Start by considering your existing channels and evaluating where they are and aren’t working. Reviewing your existing content to establish gaps should help to establish what content needs to be created, removed, or amended.
Read MoreHow to Create Value & Engage HCPs With Digital Content
The year 2020 saw a lot of change in the pharmaceutical industry, with traditional lines of communication between reps and physicians undoubtedly changed forever. But it was more than just COVID-19 that disrupted the status quo.
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