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On Getting Nimble
As pharmaceutical companies attempt to become more nimble and decisive, senior leadership will need timely access to relevant data, insight and recommendations. Brands can no longer wait months for...
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Start Me Up
Until just a few years ago, conventional wisdom held that the pharmaceutical industry would continue its trend towards consolidation. The investment premise was that healthcare reform and pricing...
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How to Turn “Lots of Data” into “Big Data” for Pharma
Pharmaceutical firms, like most large sophisticated marketing organizations, spend a lot of money in promotion and branding. Individual brands will use multiple sales and marketing channels to reach...
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Transforming Physician Insight Into Actionable Pharma Strategies
As marketing as evolved from mass advertising and promotion to a more sophisticated interactive approach, marketers have many new choices. But in this new environment, marketing decisions must be based...
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Keys to the Lamborghini aren’t enough. Can you drive is the question.
I recently met Rayid Ghani, the former Chief Data Scientist for the 2012 Obama campaign. He regularly publishes on machine learning and data mining. He had a simple but profound insight for anyone...
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Stepping into Your Customers’ Shoes
Physicians are justifiably skeptical when a drug rep walks in the door. The relationship is purely transactional. The rep wants the doc to commit to writing more of whatever the rep is selling. The...
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Deeper Relationships in Pharma: The “Give To Get” Side of Marketing, Part I
Being Customer Focused vs. Message Focused One of the interesting challenges facing marketing, particularly in the pharmaceutical industry, is the message. Not that we have a hard time coming up with...
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Deeper Relationships in Pharma: The “Give To Get” Side of Marketing, Part II
Recently I wrote about the idea of “Give To Get” marketing, the premise that you need to give value to your prospective customers before you ask them for their business. To further reinforce this...
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Change Management: The Key to Multi-Channel Pharma Marketing
This recent blog post Pharma is willing, but is it able? is an insightful read on multi-channel marketing, with many good references to published analyst reports. It notes that pharma is finally at a...
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Empathy: Why Good Physicians Will Always Matter
In the comments section of a recent blog post, a reader commented: The idea of using a computer to aid in making a diagnosis is not new. When hand held PDAs came out in the 90′s, I was one of the first...
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The Nature of Superpowers
I recently spent two hours in a conference room with some really smart people and three accomplished musicians from a young, innovative Chicago-based chamber orchestra called Fifth House Ensemble. We...
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Three Steps To Restoring Relationships in Pharma after a “Pinch”
At closerlook, we think a lot about relationships. We think about those that we have with our pharma clients, those that our clients have with their customers and especially those that we have with...
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Pharma Banner Ads vs. Brand Websites – Where Should You Invest Your Marketing...
A recent study by the online research company comScore offered fresh data on the impact of various forms of digital marketing. What we’re beginning to see is a very interesting and dramatic comparison...
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How Scary is Health Data?
As we learn from the media nearly every day, third-party data is ubiquitous. Between financial ratings agencies that track our every purchase and the NSA storing our cell phone activity, there are...
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Good patient data is not always meaningful patient data
I’ve been thinking recently about some of the newer sources of health data, namely patient-generated data. My working headline is something like “Good patient data is not always meaningful patient...
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What will make Patient Data Meaningful to Patients and Physicians?
In my last blog posting I noted that the thousands of health apps available today are beginning to generate good, accurate patient data. But just because the data is accurate doesn’t mean it’s...
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The Touch of an Imerman Angel.
The phone rings. It’s your doctor with the biopsy results and the news isn’t good. Cancer. Just the word itself takes your breath away. You feel dizzy. Amidst swirling emotions of fear and uncertainty,...
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Closed Loop(s) Marketing – It’s More Than Pharma Sales Rep Tablets
As I re-read a recent Gartner report on Closed Loop Marketing (CLM) in pharma, it struck me that while Gartner was very focused on the shortcomings of current tablet-based sales applications for...
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Achieving Escape Velocity from Pharma Corporate Inertia
After a few recent client meetings I’ve begun to reflect not just about the challenges facing pharma, but the nature of those challenges. More specifically, I wonder if they reflect normal cyclical ups...
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Is pharma doubling down on TV? Really?
The data is out on consumer ad spending in 2013. It wasn’t a surprise that TV and magazine ad spending was down significantly while digital spend was up. If you own a TV network, you can’t ignore the...
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