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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Get More Out of Your Next Strategy Workshop

Posted by Jennifer Curtis on Mon, Apr 23, 2018

Malik Kaman co-wrote this blog post with Jennifer Curtis. 

Strategy workshops help organizations explore how their actions can drive market events and competitor responses. They’re an internal exercise for the organization to prepare, debate and challenge internal assumptions and to assess strategic choices. When executed effectively, the workshop will challenge participants to define clear strategic objectives, inspire lively debate and encourage the critical evaluation of a diverse list of ideas.


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International Customer Targeting and Segmentation: How to Establish the Right Process for Your Organization

Posted by Simon Stirrup on Mon, Aug 21, 2017

This blog post is the second in a three-part series on why biopharmaceutical companies should develop and implement an international customer segmentation and targeting strategy, what it takes to get started, and how one company has found success. 

In the first post in this series, we looked at the challenges inherent in translating a philosophy of customer engagement into a practical approach to segmentation and targeting that works at the global level. In this installment, we’ll examine the ways in which an organization can address these challenges and implement an international process for customer segmentation and targeting that enables the right activities to be delivered to the right customers at the right time.


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Taking the Long View on Pharma’s Reputation Management

Posted by Pratap Khedkar on Tue, Aug 08, 2017

This is the second post in a two-part series on reputation management in the pharmaceutical industry. 

I concluded my last post by saying that the actions of one company can affect the public’s perceptions of many. That, in a nutshell, is a primary contributor to the pharmaceutical industry’s reputation problem. Over the past year, for example, a few companies’ drastic drug price increases have shaped the public’s perceptions of pharmaceutical pricing overall—so much so that, in an attempt to counteract negative perceptions, many pharma companies have publicly announced plans to keep their own price increases reined in. Last October, Allergan CEO Brent Saunders promised to avoid any price increases greater than 10% per year, and a half dozen or so companies followed suit. 


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Reputation Is Paramount, So What’s Holding Pharma Companies Back?

Posted by Pratap Khedkar on Tue, Aug 01, 2017

This is the first post in a two-part series on reputation management in the pharmaceutical industry.

Recent polls and surveys demonstrate that the pharmaceutical industry’s reputation continues to be plagued by negative perceptions. While there have been some signs of improvement here and there over the past few years, many consumers still consider pharma’s reputation to be on par with the tobacco industry, positioning one product category that treats cancer just above a product category that causes it. A survey released in March 2017 by PatientView, a U.K.-based organization that researches patient groups globally, revealed that the drug industry’s reputation took a hit in 2016 following a five-year period of progress.


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