Blogs and articles

Does pharma need to change its marketing approach?

  • By cognite
  • 13th September 2019
  • Hits: 6

In the beginning consumer marketing was clearly customer centric. It replaced product orientation with customer orientation, determining what should be sold, to whom and how, based on customer need. Despite this, it came to be seen by many as synonymous with promotion but more recently marketing has redefined itself. The new goal is to optimise

Read more >

How patient centric are we?

  • By cognite
  • 29th August 2019
  • Hits: 73

You could be forgiven for thinking that pharma was always patient centric. After all, hasn’t the industry always produced medicines and services that had the goal of helping patients prevent or treat their illnesses?  The answer is yes. Nonetheless, the way in which the industry and indeed healthcare in general has traditionally dealt with patients

Read more >

If AI is the answer in healthcare, what is the question?

  • By cognite
  • 6th August 2019
  • Hits: 119

Artificial Intelligence (AI) has been defined as the use of intelligent machines to work and react like humans. The technology is familiar to most of us through everyday things like voice and face recognition devices. Much has also been written about its potential to lower costs and improve outcomes in healthcare with it already being

Read more >