by Renée Morgan, Learning & Development Manager
Innovara is proud to announce the Innovara Digest. Each week, we will share a compilation of timely analyses and opinion pieces of interest to marketing, medical affairs, sales and other managers from pharmaceuticals, medical devices, biotech, healthcare IT, and life sciences industries. Read More→
by Barri M. Blauvelt, CEO
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. Read More→
by Barri M. Blauvelt, CEO
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→
by Barri M. Blauvelt, CEO
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→
by Barri M. Blauvelt, CEO
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→
by Barri M. Blauvelt, CEO
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. Read More→
by Barri M. Blauvelt, CEO
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→
by Barri M. Blauvelt, CEO
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. Read More→
