We’ve been hearing a lot about how a new kind of pharma marketing organization is emerging. Driven by deeper personalization and powered by technology, here are a few trends and links to relevant articles of interest:
Marketers will play a more central role in customer engagement
In our daily lives, we’re all customers. We have more information than ever before and more ways to quickly get what we need when we need it. Our experiences are being orchestrated behind the scenes by marketers using a variety of tools to direct a positive customer experience, from recommendation engines that tell us what products we are going to love to immediate customer support via chatbots. Those orchestrated customer experiences are flexible and adaptive, meeting us where we are and with what we need in that moment. But while other industries have made these advancements, pharma has lagged. Why has it lagged when pharma is richer in data than many other industries? The reasons are complex.
Summary of “The Rise of the New Pharma Marketer in an Evolving Commercial Model” by Carolyn Morrow and Maria Whitman READ FULL ARTICLE
AI will enable pharma marketers to get even closer to their customers
“Keith, Kotler, Maslow” has long been the Holy Trinity of pharma marketing. Great ancient thinkers all aspiring marketeers were taught to learn and respect, and to whom the smartest among us learnt to often refer to. This could be through a wise quote cracked in a meeting to give the right gravitas to any challenged proposal. ‘If Maslow said so, who dares challenge my proposal?’ And the fact is, for a long time, it worked. The whole pharmaceutical marketing model was built on these founding principles, and delivered year after year blockbuster successes.
Summary of “4 Principles for the Future of Pharma Marketing” READ FULL ARTICLE
Pharma marketing and education strategies will include compassionate care
Source: Dan Rehal, Vision2Voice Healthcare Communications
Studies have long proven that many diseases can be clinically improved through compassionate care. Research also shows that healthcare professionals routinely miss emotional clues from patients. The physician shortage, burnout, and newer intervention tools limit their ability to provide compassion.
This is where pharmaceutical and biotech companies can make a positive impact. Here are several ways we can help doctors improve clinical excellence and compassion through marketing and medical communication strategies.
Summary of “How BioPharma Can Help Overcome the “Compassion Crisis” by Daniel J. Rehal READ FULL ARTICLE
