Repurposing pharma’s field force in a time of ‘business unusual’

Posted by Jude Konzelmann on Wed, May 13, 2020

Chris Morgan and Mike Jakymiw co-wrote this blog post with Jude Konzelmann.

Access COVID-19 resources

Preparing for a conventional business problem like a product launch is a familiar process for pharmaceutical companies: First, design the structures and processes, and then get the talent in place. But there’s nothing typical about managing the field force during a crisis like the COVID-19 pandemic—while preparing for the challenges to come. Because the future is uncertain, companies don’t have the luxury of designing structural changes in advance, and instead must focus on having the right capabilities, skillsets and talent in place.


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Why Metadata is Key to Improving Customer Experiences

Posted by Carrie Reininger on Wed, Nov 13, 2019

Jones Jaick co-wrote this blog post with Carrie Reininger. 

There’s a lot of buzz around the term metadata among marketers today, but what exactly is metadata, and why does it make so many people squirm?

Metadata simply means data about data. In the context of marketing and promotion, metadata is crucial because it helps marketers and campaign managers track a plethora of promotional data and organize it to draw insights about content, channel and tactic performance. In a world where marketers are chasing customer centricity (targeting the right customer, with the right message, through the right channel, at the right time), capturing marketing activity and engagement data is critical. By taking control of metadata, marketers can optimize their campaigns through data-driven, accurate and actionable insights and get faster response and turnaround times. Here are the benefits of tagging and leveraging metadata and accurately tagging assets:


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The Evolution of the Patient Experience

Posted by Ian Wilcox on Wed, Aug 28, 2019

With the healthcare business model constantly evolving, and new technologies continuously being adopted, the pharmaceutical landscape and the role of healthcare providers is sure to look radically different a few decades down the line.

I recently spoke with Dr. Roland Turck, managing partner of international biotech consulting firm TurckBio, about some of the biggest trends impacting pharma today, from AI to scientific advancements to bridging the divide between medical and commercial. Here are his thoughts on how the industry will evolve for patients and providers. 


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What Pharma Companies Are Getting Wrong About Executing Brand Strategy

Posted by Dan Ogletree on Tue, Aug 06, 2019

Oftentimes in pharma, developing and then executing on a strategic brand goal is like playing a game of telephone: The message gets interpreted—or misinterpreted—by several different teams or vendors all acting independently of each other. The result? An effort that’s disjointed and inefficient, and oftentimes misaligned with the initial strategic objective—in effect, a botched message.


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What the GDPR Means for Pharma Marketers

Posted by Pinaki Chakrabarty on Mon, Aug 06, 2018

This year has been a watershed moment for data privacy. In March, the data of millions of Facebook users was harvested by the U.K.-based firm Cambridge Analytica, and was purportedly used to manipulate public opinion. While news of the Facebook/Cambridge Analytica situation went viral, it was just one of more than a dozen data breaches in 2018 alone, which have led to an increasing focus on users’ data privacy. 


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