Tips
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 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 MoreDigital tipsheet: Search engine optimization for healthcare brands
SEO will help your healthcare brand’s webpages rank higher in Google. This article covers what SEO is, why it matters, three strategies to do it well, plus SEO advice for Canadian pharma brands.
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 MoreHow to use mainstream marketing to reach pharma audiences Part 1: Product placement plus
What can healthcare brands learn from Google Home, A&W and Leon’s? A lot, it turns out. In this article series, I take apart three campaigns and put them back together from our industry perspective so you won’t have to say “We can’t do that in pharma!” Part 1 examines the product placement magic of Google Home’s marketing.
Read More3 ways you can avoid doing the same old pharma marketing
No one wants to be a cliche. These 3 strategies will help you develop your approach to fit the message you want to send and your tools to fit the experience you want to provide…not the other way around.
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