Campaign Management: New Tools + Old Process = Time to Change!

Posted by Pete Mehr on Mon, Mar 09, 2015

Cloud-based campaign management tools have certainly become all the rage among pharmaceutical companies, and why not? These tools are easy to deploy and use, enable marketing automation capabilities and allow marketers to design complex campaigns tailored to customer needs and preferences. Yet given the power of these new tools, it’s interesting to see that many pharmaceutical companies are still developing and deploying marketing campaigns the same way they always have, meaning that the power and promise of these new tools are not being realized. What gives?


>
Read More

Creating KPIs That Mean Something

Posted by Pete Mehr on Thu, Jul 17, 2014

How do you know if you’re successful? Well, if you are a student, a key performance indicator (KPI) is your grade point average. If you are a hockey goalie, it’s your goals against average. If you are a sales rep, it’s your sales relative to quota. But if you are a marketer, what KPI do you use?


>
Read More

Sales Force vs. Digital? Think Synergy When Promoting to HCPs

Posted by Pete Mehr on Tue, Jun 10, 2014

A personalized customer experience: That’s what the digital age promises to deliver. By using smartphones, iPads, laptops and other digital devices, health-care professionals (HCPs) can search, find and obtain customized content on just about any topic, when they want it. This more efficient way to obtain information is changing how HCPs make decisions. And that’s why pharmaceutical companies are so interested developing digital capabilities.


>
Read More

Sales + Marketing = Optimal Customer Experience

Posted by Pete Mehr on Tue, May 27, 2014

Today there is a significant amount of focus on optimizing the “customer experience” for health-care providers (HCPs). But what does it actually mean? Well, like most people who want to check on the definition of something, I went to Wikipedia, which defined customer experience as:


>
Read More