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.
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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!
Do we define creativity too narrowly?
Dave Trott in his new book ‘Creative Blindness and how to cure it’ tells a wonderful story about a random list of lucky people who received invitations from a TV company to watch the Washington Redskins.
Organisational Darwinism and pharma
Recently, McKinsey’s described organisations as moving from a machine type model to one resembling a living organism.
What type of reality will help your story break through?
Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR) are each a variation of reality manipulation.