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When did Pharma miss the Innovation Pride Parade?
A recent article identified four basic skills that new leadership in pharma needs to be successful in the arena of consumer health. The author, Michael Winter, addresses the topic from his perspective...
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Is it Digital Marketing or just Marketing?
In a recent article about the future of pharma, Craig DeLarge was quoted extensively about how to organize a “center of excellence” within a pharma company to ensure it is taking advantage of digital...
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More Than Half of Doctors Refuse to See Reps
A recent report from ZS Associates affirms a decade-long decline in pharmaceutical rep access to physicians. The reasons are well known: doctors have busier schedules, they’re joining large practices...
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Is Big Pharma Losing Its Innovation Brand? Not so fast…
The list of leading consumer electronics and telecom companies that have embraced digital health this year are all household brands: Apple, Qualcomm, Google, Amazon, Samsung, Verizon and AT&T....
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The Four Cs of Building a Customer-Centric Marketing Culture
I recently participated in the Digital Pharma East conference in Philadelphia. At this annual event, 200 to 300 pharma marketers and their agencies gather to talk about digital pharma and trade...
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The Four Cs of Customer-Centric Marketing Culture, Part II
In the last blog post, I covered the first two Cs of Customer-Centric Marketing for pharma, Commitment and Courage. We need to make a Commitment to building a data and insight culture. This begins to...
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Big Pharma Makes Moves To Manage Disruption
What I liked most about a recent HBR article was what wasn’t mentioned. The recent Harvard Business Review article, “How Merck is Trying to Keep Disrupters at Bay,” is all about disruption, and anyone...
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Digital Marketing for Pharma: Just Do It
I don’t want to be overly skeptical about the role of innovation in pharma, particularly in the digital marketing space. But a couple of experiences in the last few weeks have led me to wonder whether,...
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Pharma…at the moment of truth
There is a moment of truth between a doctor and patient when a diagnosis is made and a treatment regimen is determined. It might be a routine ailment with a simple standard of care protocol. Or it...
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Pharma Marketing: A Peak Behind the Curtain
Changes in healthcare in the United States have reached the inflection point where everyone in the industry needs to reevaluate their business model and value proposition. Full stop. The parents of...
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Pharma Marketing: How We Learned to Deliver Confident Counsel
The transformation of closerlook into the firm it is today started simply enough. We realized that we had become what so many agencies strive for, the “trusted advisor” for our clients. But that wasn’t...
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Pharma Data: Expose It to Understand, Embed It to Transform
In my last blog, I talked about the technical challenges of getting customer data from multiple agencies all in one place. Oh yes, and the corporate culture challenges, too! Challenging but not...
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Building A Master Data Vortex for Pharma
Nothing powers measurement, intelligence and insight like data. But what kinds of data, you might ask? In the past, the “data” that fed customer insight and marketing strategy was usually based on gut...
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Pharma Marketing: The Heart of Software and the Face of Services
Is the future of digital marketing primarily services or software? That is of course an overly simplistic question, but it’s one I think about frequently. My conclusion? It will be both. In the future,...
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Four Unique Strategies for Data in Pharma
A significant share of our business focuses on data. We build and manage marketing data analytics and reporting platforms for pharmaceutical brand leaders. What we’ve learned is that this effort...
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Filling the Digital Gap for Pharma
Whenever there is a major paradigm shift in business, there is both a capability and a capacity gap. Rarely do companies have the right people, and enough of them, to fulfill the demands of a new...
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Pharma Marketing: What’s the difference between Customer Insight and Customer...
When a business idea makes the cover of Harvard Business Review, McKinsey Quarterly, and the Nottingham City Council website, you can bet it’s become a buzzword. Analytics-driven “customer insight” has...
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Pharma Digital Marketing: Will it Scale?
Digital marketing isn’t innovation anymore. The piloting of digital tools in pharma marketing, operations and R&D has been pervasive. But full implementation of digital in pharma marketing hasn’t...
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