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.
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Who says positioning is dead?
Every successful brand occupies a distinctive position in the customer’s mind. Hard to deny isn’t it?
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
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.
How patient centric are we?
You could be forgiven for thinking that pharma was always patient centric
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.
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.
Is data making you more or less effective?
No one in their right mind would suggest that having a mountain of data and machine intelligence to investigate it for patterns and trends isn’t valuable.
Can your culture make or break your brand?
Your organisation’s brand is what its stakeholders think and feel about it.
What’s the small idea?
Michael Eisner, the former head of Walt Disney, famously said that a brand is the product of a thousand small gestures, an intriguing statement because it appears to run against perceived wisdom!