Marketing strategy
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.
Read More4 things marketing automation can’t do for pharma brands
Marketing automation increases the effectiveness and lowers the cost of campaigns but it’s more than pushing a button. This article tells you what marketing automation can do…and what it can’t, including three examples from pharma.
Read MoreWhy your pharma brand badly needs behavioural economics
Marketers expect audiences to be rational—but they’re not. Learn what you risk losing if you ignore behavioural economics and 7 biases you can use to influence behaviour.
Read MoreHow to use mainstream marketing to reach pharma audiences part 2: Influencer marketing
Influencer marketing has had great success in mainstream campaigns. What is it and how can you use it to reach your pharma audiences? Read on to find out.
Read MoreBuh-bye product marketing, hello customer-centric strategy
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?
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