In the Harvard Business Review article, When Marketing is Strategy, author Professor Niraj Dawar makes the case for moving marketing strategy downstream towards the customers. He points out that downstream competitive advantage comes from outside of the company, from the customers and other external stakeholders. In order to compete and win downstream he calls for a shift in focus to downstream efforts such as how you define your “ Read More→
From the Innovara Bookshelf
In his article, The New Metrics of Market Success, Mason Tenaglia is calling for the application of new market metrics in order for pharmaceutical companies to “align their strategies around the push for greater profitability, putting them on the right track for growth – right to the end of the product cycle.” Read More→
In his article, Product Positioning 2.0, author Dr. Stan Bernard offers the reader four i-Bite (information bites) ways to position products.
- Sooner – Be first sooner
- Simpler – Be “i-Bite” concise
- Better – Create a better product perception
- Clearer – Clarify and consistently communicate your positioning
This advice is based on the understanding that we are now in a “Pharma 2.0” Read More→
Advanced Strategic Marketing Article Review: What Killed Michael Porter’s Monitor Group? The One Force That Really Matters (Forbes)
Whatever happened to Prof. Michael E. Porter and Monitor Consulting? Until 2008, Monitor (a consulting firm he helped to found with 5 partners in 1983) had grown to international prominence. However, Monitor slid financially downward after the economic recession of 2008/2009, compounded by Prof. Porter’s having been personally involved in a major scandal involving working for Gadhafi, Read More→
The ways your customers make decisions about your medicines, diagnostics and devices are changing. Are you changing too? We all know how important the internet and social media are for modern marketing, but not all marketers in the healthcare industry really understand this new area or how consumers use it in their healthcare decision-making.
For this month’s Advanced Strategic Marketing Journal Club, Read More→
Advanced Strategic Marketing Article Review: INSIDE 23ANDME FOUNDER ANNE WOJCICKI’S $99 DNA REVOLUTION
If you are a medical marketer and deal with strategic decisions, then it is critical for you to keep an eye on emerging and future technologies as well as changes in customer needs and expectations. This not only includes changes in web and electronic technologies, but also more complex scientific breakthroughs such as those in genetics, Read More→
In The Coming Revolution, author Dr. Eric Topol calls for a digital revolution by patients and consumers to overtake the stagnant world of medicine and medical practices that are unable or unwilling to move forward into the future of personalized medicine and technology enhanced healthcare. He refers to the need to “Schumpeter”, Read More→
In his Harvard Business Review article, “What makes Strategic Decisions Different“, author Phil Rosenzweig gives us a method to understand and frame decision making, and the ways in which different decisions should be made. Although his methods are useful, they are limited in the critical area of strategic decisions, Read More→
Barri Blauvelt Innovara CEO and adjunct faculty at U. of Massachusetts co-authors: Identifying Important Breast Cancer Control Strategies in Asia, Latin America and the Middle East/North Africa has just been published on BMC Health Services Research.