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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Predicting Drugs' Commercial Potential: No Crystal Ball Yet, but Can We Get Closer to One?

Posted by Yasasvi Popuri on Wed, Feb 05, 2020

Emily Mandell co-wrote this blog post with Yasasvi Popuri.

What clinical profile should our pipeline drug pursue to compete in a crowded market? For which patients will our drug be preferred and why? How will the adoption of our in-market drug change with upcoming biosimilars, competitive launches and changing guidelines? These multibillion-dollar questions are very familiar to commercial and medical teams of pharmaceutical and biotech companies, but just how do they feel about answering them? Simply put: uncertain.


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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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Patient Centricity Is Important, but Customer Centricity Is Imperative

Posted by Pratap Khedkar on Mon, May 01, 2017

Paul Darling co-authored this blog post with Pratap Khedkar.

Patient centricity was the rallying cry at last month’s eyeforpharma event in Philadelphia, with many speakers echoing the sentiment that the patient is at the center of what we do. That’s great in theory, and it has always been true for pharmaceutical products, but here’s one of the main reasons why patient centricity remains more of a talking point than standard business practice: The pharmaceutical industry has little control over ensuring that a patient benefits from a particular medicine. The patient may be at the center, but pharma is at the periphery.


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Patients Turn to Caregivers for Help, as Should Pharma Marketers

Posted by Jennifer Gold on Tue, Dec 02, 2014

Many industries recognized long ago the value in learning from a consumer’s key influencers: friends, family members and peers. Seeking decision-making insights, consumer goods, technology and financial services industries routinely engage a moderator to, for example, identify a focus group’s collective motives for buying, say, soap or selecting a retirement plan. Meanwhile, the pharmaceutical industry often ignores a patient’s closest caregivers, who strongly influence treatment decisions.


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