All articles:

How curious are you?

When I was growing up in the UK people were suspicious of curiosity. There was even a strange proverb ‘Curiosity killed the cat’, hardly a ringing endorsement!

Read more
21 September 2020

Is pharma ready for the new normal?

Once, it was easy to define a customer. It was ‘someone you sell to’.

Read more
21 August 2020

How are your electrics?

When we think of medical breakthroughs, most of us probably think of things like gene therapy, CAR T-cell treatments in oncology or new drugs for rare diseases.

Read more
5 December 2019

Who says positioning is dead?

Every successful brand occupies a distinctive position in the customer’s mind. Hard to deny isn’t it?

Read more
31 October 2019

Diagnosis. Who needs it?

It is well known that doctors can be reluctant to diagnose diseases for which no effective treatments exist.

Read more
14 October 2019

Are people or machines the future of healthcare?

It is not hard to imagine a future where people using ‘wearables’ or their successors have their data transmitted to a smart machine for analysis and a recommended course of actio

Read more
4 October 2019

Does pharma need to change its marketing approach?

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.

Read more
13 September 2019

How patient centric are we?

You could be forgiven for thinking that pharma was always patient centric

Read more
29 August 2019

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

Artificial Intelligence (AI) has been defined as the use of intelligent machines to work and react like humans.

Read more
6 August 2019

Do we understand our customers well enough?

McKinsey and others suggest that up to two thirds of new pharma brands fail to reach their first year’s targets and about half of those that do meet their goals fail to do so subsequently.

Read more
22 July 2019