Buh-bye product marketing, hello customer-centric strategy

By Christine O'Reilly | August 10, 2018

Our world has never been as dynamic, connected and complex as it has become over the past decade. The fast-evolving technological, social and environmental changes witness and experience in our day-to-day lives are also transforming how we approach pharmaceutical marketing. Our industry is being challenged to think and act in fundamentally new ways. Are you keeping pace?


What 4-year-olds can teach us about consumer insights

By Christine O'Reilly | June 1, 2018

Kids say the darndest things — and sometimes their simple lessons can be applied to our jobs. Market research is one example. This post grew from a conversation I had with SYFT Inc’s Chris Doherty and Jason Galindo when we were working together on a custom market research project for a client. Talk turned to kids — and we came up with our “ask three more” technique. Here’s how it works.


On being brave and marketing for Canada: Lessons from Phenix Pharma

By Kate Keilty | January 15, 2018

In November, we were wowed by the keynote given by Ali Moghaddam, president of Phenix Pharma Group Inc., at the annual Pharmaceutical Advertising Advisory Board (PAAB) workshop. Moghaddam reminded us of the challenges presented by using global assets in the Canadian market — especially when complying with regulations contradicts global direction — and how collaborating with PAAB can get great results. Here’s what we learned.