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Doing more with less in 2013
The need to “do more with less” has been a recurring theme during 2013 pharma brand planning. Pull back the curtain, however, and you’ll see that it’s not that simple. While there has been a growing...
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Pharma’s Tahrir Square
Our work has taught us many lessons, but probably none as important as the impact of relationship marketing on a pharmaceutical company’s organization and culture. Taking Baby Steps Relationship...
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Start Me Up
Until just a few years ago, conventional wisdom held that the pharmaceutical industry would continue its trend towards consolidation. The investment premise was that healthcare reform and pricing...
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How to Turn “Lots of Data” into “Big Data” for Pharma
Pharmaceutical firms, like most large sophisticated marketing organizations, spend a lot of money in promotion and branding. Individual brands will use multiple sales and marketing channels to reach...
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Transforming Physician Insight Into Actionable Pharma Strategies
As marketing as evolved from mass advertising and promotion to a more sophisticated interactive approach, marketers have many new choices. But in this new environment, marketing decisions must be based...
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Keys to the Lamborghini aren’t enough. Can you drive is the question.
I recently met Rayid Ghani, the former Chief Data Scientist for the 2012 Obama campaign. He regularly publishes on machine learning and data mining. He had a simple but profound insight for anyone...
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The Future of Pharma: Revolution? Really…?
Revolution often begins quietly, at the edges. By the time the mainstream recognizes what is happening, the change is virtually unstoppable. Only in hindsight can one glimpse the seeds of change taking...
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Pharma Brand Managers, Are You Fungible?
In pharma, the focus is always on market share, market share, market share. Managers are measured by growth and their ability to counter new competitive entrants and offset contracting pressures by...
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Don’t Be Kodak
Kodak recently announced that they expect to come out of bankruptcy this year. Founded by George Eastman in 1888, Kodak became a cherished household brand name, and the “Kodak Moment” entered the...
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Change Management: The Key to Multi-Channel Pharma Marketing
This recent blog post Pharma is willing, but is it able? is an insightful read on multi-channel marketing, with many good references to published analyst reports. It notes that pharma is finally at a...
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The Nature of Superpowers
I recently spent two hours in a conference room with some really smart people and three accomplished musicians from a young, innovative Chicago-based chamber orchestra called Fifth House Ensemble. We...
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Three Key Strategies to Drive Better Patient Care
When it comes to health technology and new mobile apps, we often jump right into a discussion about cool features and social media. But the real question should be impact. What positive impact are we...
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The Rise of Multi-Channel Healthcare Delivery
Last week at Health 2.0, the XPRIZE Foundation announced the winners of the Nokia Sensing Challenge, a $2.25 million global competition to accelerate the development of sensors and sensing technology...
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Pharma Innovation moves to Business Innovation
The need for innovation within pharma now goes beyond just product R&D. Innovation today must include business model innovation. This could lead to an unexpected left-hand turn in your near future…...
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Bold Leadership in Healthcare
What’s happening at CVS Caremark is an emerging business case study in visionary leadership. CVS made headlines for its decision to discontinue selling cigarettes, capturing the gratitude of many...
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Creating Pharma(x)
Mention change in the pharma industry today and you’ll get raised eyebrows along with a sarcastic alliterative remark suggesting you must be Sherlock Holmes… No, the question is not whether change is...
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Closed Loop(s) Marketing – It’s More Than Pharma Sales Rep Tablets
As I re-read a recent Gartner report on Closed Loop Marketing (CLM) in pharma, it struck me that while Gartner was very focused on the shortcomings of current tablet-based sales applications for...
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Achieving Escape Velocity from Pharma Corporate Inertia
After a few recent client meetings I’ve begun to reflect not just about the challenges facing pharma, but the nature of those challenges. More specifically, I wonder if they reflect normal cyclical ups...
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Is pharma doubling down on TV? Really?
The data is out on consumer ad spending in 2013. It wasn’t a surprise that TV and magazine ad spending was down significantly while digital spend was up. If you own a TV network, you can’t ignore the...
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Expectations on the Rise for Digital Marketing in Pharma
I’ve begun to observe among our clients a distinct shift in expectations for the role of digital marketing. Even though pharma marketing budgets continue to invest in the traditional channels of...
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