Tips
A checklist of customer insight questions every pharma brand manager needs
It’s every brand manager’s job to understand the market, and when we’re lucky we get to do primary research with our customers. This checklist of open-ended customer insight questions keeps the focus on feelings, experiences and values, while getting the necessary intel about competition and product performance.
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?
Read MoreWhat 4-year-olds can teach us about consumer insights
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.
Read MoreOn being brave and marketing for Canada: Lessons from Phenix Pharma
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.
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