Creative sources of customer insight

Posted by Fiona Taylor on Mon, Apr 27, 2020

Amy Marta and Emily Mandell co-wrote this blog post with Fiona Taylor.

Access COVID-19 resources

As COVID-19 continues its choke hold on our global society, pharmaceutical companies around the world are doing their utmost to respond to the crisis, whether through expedited vaccine or treatment trials, providing medical expertise or taking extra measures to support at-risk patient groups. Meanwhile, their critical business questions need answering, and many new and tough questions have emerged for them as we see clinical trials halted, sales forces grounded, and new patient and physician concerns emerging daily.


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Why primary market research is more important than ever

Posted by Fiona Taylor on Thu, Apr 09, 2020

Amy Marta and Emily Mandell co-wrote this blog post with Fiona Taylor. 

It’s hard to believe that it was merely a month ago that we made the decision to proactively convert all ongoing or planned in-person primary market research to remote methodologies. A month is a long time when you’re sheltering in place with two toddlers, but that’s another story. That initial methodological change marked the beginning of a series of questions and adjustments to the market research community, driven by COVID-19.


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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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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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