Tame Physicians’ Digital Fatigue With Brand Message Overdose

“The COVID-19 pandemic forced pharmaceutical companies adopt digital-first marketing models when in-person strategies were inaccessible, but health care practitioners report they’re becoming increasingly inundated with information and the shift to virtual marketing isn’t meeting their needs.” This was the finding … Continue reading

Why Is ‘Empathy’ Central In Pharma’s Digital World?

While pharma industry’s late realization of its slower pace of reform is widely criticized, it did demonstrate a resilience in facing several challenges of change, caused by Covid-19 pandemic to keep the business going. This was witnessed in many areas of customer-value delivery … Continue reading

What Have And Haven’t Changed In Pharma’s New Normal?

While navigating through the challenge of disruptive changes, several pharma marketers are now focusing more on creating, connecting, and leveraging all market and customer related data, across the organization. Astute ones are using state-of-the-art tools, platforms, and techniques to gain … Continue reading

Creating A Unique Patient Experience By Listening To Patients Voice – An Imperative In The New Normal

Acquiring deeper insight on the patient journey through a disease treatment process to create and enhance end-to-end patient experience, never assumed such critical importance, ever in the past. Without this realization, I reckon, even digitalization of any scale in the pharmaceutical … Continue reading

Enhancing Pharma Brand Experience In The New Normal

In these days of unprecedented and all-pervasive disruptions – almost in every facet of life – caused by an unknown virus, scramble to find an effective solution for saving lives and livelihoods, still continue. The discomfiture seems to be omnipresent … Continue reading

An Essential ‘Acrobatic Feat’ Remains Relevant Even In Digital Pharma World

“A manager must, so to speak, keep his nose to the grindstone while lifting his eyes to the hills — quite an acrobatic feat!” This profound statement was articulated by the Management Guru of all-time – Peter F. Drucker, in his book … Continue reading

Drug Pricing: Why Justify On R&D Cost Rather Than Precise ‘Customer Value’?

While looking around, it won’t be difficult to spot many types of steep-priced highly innovative products, where high costs aren’t justified by high R&D expenditure, but for unique ‘customer value’ offerings. Many consumers evaluate those and decide to settle for … Continue reading

Pharma Branding At Tough Times

“About two-thirds of drug launches don’t meet expectations. Improving that record requires pharmaceutical companies to recognize the world has changed and adjust their marketing accordingly.” This appeared in an article – “The secret of successful drug launches,” published by McKinsey & Company in … Continue reading