Smoothing Organizational Friction to Make Way for Agile Transformation

Posted by Erin Liman on Wed, Feb 19, 2020

MaryAnn Godwin and Sean Sinisgalli co-wrote this blog post with Erin Liman.

One of the most pervasive and difficult challenges facing agile marketing transformation is other functions’ lack of buy-in or responsiveness. This is especially common in healthcare, where speed is often directed by compliance and regulatory timelines. Here’s how to smooth organizational friction to make agile transformations work:


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Don't Let Old Processes Slow Down Your Agile Marketing Team

Posted by Erin Liman on Fri, Feb 14, 2020

MaryAnn Godwin and Sean Sinisgalli co-wrote this blog post with Erin Liman.

Agile marketing teams, anchored by multi-disciplinary employees and boosted by outside team members, are too often slowed down by outdated processes: burdened by annual brand planning, with self-imposed review cycles and rigid budgets. Here’s how healthcare organizations can streamline and align processes to meet agile speeds:


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Thinking Beyond the Conventional Definitions of Team

Posted by Erin Liman on Mon, Feb 10, 2020

MaryAnn Godwin and Sean Sinisgalli co-wrote this blog post with Erin Liman.

Even with the right mix of employees, healthcare organizations often lack sufficient resources, capabilities and customer closeness to fully realize the results promised by cross-functional, self-governing, customer-focused agile marketing teams. To overcome this, push the conventional boundaries of a team by getting the most from your relationships with outside resources such as agencies and consultants and keeping your loyal customers’ perspectives in mind.


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Bringing the Customer Journey to Life

Posted by Erika Papaccioli. on Thu, Jan 16, 2020

Leslie Happas Norton and Giulia Lopomo co-wrote this blog post with Erika Papaccioli.

Great marketing is about establishing value for the customer and, ultimately, changing behavior. It’s a goal that requires a firm grounding in customer insight, which ultimately fuels memorable, impactful brand campaigns. A good example of this is the recent Chantix campaign featuring celebrity spokesperson Ray Liotta. Born out of the insight that it’s believed to be a sign of weakness to reach out for help quitting smoking, the ads juxtapose “tough guy” Liotta with the need for Chantix—showing smokers that they don’t have to quit on their own.


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The CVS/Aetna Effect: How Pharma Can Prepare for Change

Posted by Paul Darling on Thu, Dec 21, 2017

CVS Health’s proposed purchase of Aetna and UnitedHealth Group’s plan to buy DaVita’s primary care units could bring a sea change for healthcare delivery. They are two examples of the corporatization of healthcare delivery and the broader evolution of the healthcare landscape that’s currently under way. In addition to securing the position of immediate care facilities and pharmacies as first-line healthcare providers—which is expected to continue to reframe the healthcare delivery model as we know it—these deals would affect all corners of the healthcare ecosystem in areas from data and analytics to drug pricing and pharmaceutical customer influence.


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