How an Agile Model Can Help Marketing Teams Be More Customer-Centric

Posted by Shantanu Ballal on Tue, Aug 13, 2019

Karthik Ramasubramanian co-wrote this blog post with Shantanu Ballal.

As pharma marketing organizations start implementing customer-centric capabilities, we start to see two key issues surface. First, the need for marketers to shift their focus to understanding customer preferences to drive personalization strategies. Second, the need for marketers to leverage cloud-based computing and adopt the right business processes to deploy personalization strategies into the marketplace. Pharma companies struggle with these customer centricity shifts due to departmental silos, hand offs between teams and stakeholders, and a shared lack of objectives. An Agile model—which helps organizations solve complex business and technology problems in order to deliver iterative value to customers—is being tested in the marketplace in order to address these issues, but there’s more to it than just speed.


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One Easy Way to Improve Your Physician Communications

Posted by James Anderson on Mon, Nov 02, 2015

Big vision ideas and great thoughts for the future of sales and marketing in the life sciences industry (both real and imagined) proliferated at the recent Digital Pharma East in Philadelphia. The conference also provided attendees lots of readouts of surveys and other data that's been collected from health care providers (HCPs). While all of this information was interesting, one stat stood out to me:


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Know your customer: AffinityMonitor™ shows how doctors engage with pharma promotion

Posted by Malcolm Sturgis on Wed, Sep 24, 2014

The pharmaceutical industry is well aware its sales forces are facing greater restrictions than ever on physician access. But the industry is finding that other types of promotion may provide another avenue to reach doctors.


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Surprising Truths About Customer-Centric Marketing

Posted by Pratap Khedkar on Tue, Apr 08, 2014

I’m often asked to define customer-centric marketing (CCM) in pharma. The best way to answer that question begins by saying what CCM is not—it’s not customer focus, because we already have plenty of that in the industry, and, more important, it’s not just multichannel marketing, which has become more about adding channels to your mix. And it’s not just about inventing wonderful new products and value-add services, though that always helps. We still have to interact and communicate with the customer about our portfolio.


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