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→
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→
There are many win-win business opportunities for the pharmaceutical industry and people in emerging and new markets around the world. One win-win opportunity is the development of key relationships with thought leaders who are in positions of power and influence in medicine, advocacy, policy and so on. This entails getting to know the key thought leaders in these markets and establishing the trust that the company is making a true commitment. Read More→
How can a company ensure that the medical products and services it offers will be able to cascade effectively to improve the health of patients and health outcomes?
To succeed, go back to the beginning. Companies not only require dependable and current epidemiology (how real is the need, or could it become?) and ScoreCard modelling (how big could be the opportunity?). Read More→
Running a strategic insights market research project internationally can be quite a daunting task. There are a number of challenges that you will face that are different from a domestic project. These include legal, language, time, physical location, and cultural barriers.
First of all, you may need official permission to conduct the market research in a country. Read More→
The Innovara Foundations for Medical Science Liaisons™(“FMSL”) 3 day open seminar held in Seoul, South Korea last week was a real success – also a first public seminar specifically for Medical Science Liaisons (MSLs) in Asia (conducted in South Korea).
On the first day, Participants covered key competencies and functions of MSLs. Read More→
Today, healthcare companies are looking for deep customer insights that will help define and drive customer-focused strategies. One of the best means to do this is via Strategic Insight Research (SIR). In our experience the best way to do SIR is to start by formulating a protocol, based upon the healthcare company’s brief. This is very similar to the way a protocol for clinical research is developed – in fact, Read More→
Pharma marketing moved beyond the “4 P’s” decades ago (well…some did). Isn’t it time to move beyond the good old “Situation Analysis” too?
In most strategic and business plans, today the best performing companies start with a high level “environmental scan.” Why aren’t we doing the same for Brand Plans? And while we are at it, Read More→