More and more, the principles of anthropology are being used in business -- but how can the study of human cultures help pharma marketers connect with patients and make sure they're getting the treatments they need? Read on to find out.
Many brand teams follow the same planning process year after year, but during the pandemic, the parameters have shifted dramatically. How can marketers plan for the future when there are so many unknowns? Read on to find out.
COVID-19 is accelerating and amplifying healthcare trends, plus creating entirely new ones. In this Intouch POV, we provide strategic and tactical thought-starters for pharma marketers to effectively plan for 2021.
Due to COVID-19 and its impact on people and health systems, pharmaceutical marketers will be seeking new ways to engage with their customers. This POV will address those challenges and also elaborate on the opportunities pharma marketers have to help their healthcare customers, as well as patients, and build relationships with both audiences for the future, once this health crisis has passed.
When two companies share the responsibility for promoting a drug, there’s always the potential for tension. Visions may not align, priorities may compete, or personalities might not mesh, but by preparing for the alliance with the following tips in mind, you can help smooth the process.
Modern content marketing is effective, costing 62% less than traditional marketing, and drives approximately three times as many leads. But how do you avoid repetitive efforts, ensure expired or outdated materials are retired from the public eye & create cohesive cross-channel communications? Learn more here.
In the world of pharma, where our audiences include patients, caregivers and doctors seeking information on potential lifesaving treatments -- or making a decision on a treatment that will last a lifetime -- it has never been so critical to move from a multichannel to an omnichannel marketing strategy.
Planners. What are we, anyway? Often, our roles get summed up pretty briefly. We’re the strategists. Or, we’re the researchers. Or the ones creating the customer journeys. And while that’s true, what we do is a lot more than that. I love that planning is made up of so many
With the advancement of programmatic media in the pharmaceutical space, many types of targeting are available that can identify and serve pharma ads to the right audiences, both in direct-to-consumer (DTC) and healthcare provider (HCP) advertising. When putting together a media plan for a specific brand, it is important to consider the disease state sensitivity associated with the brand before aligning on targeting tactics.
What is attribution? According to Forbes Research, “most CMOs still struggle to quantify and communicate the value marketing creates to their leadership, peers and partners.” Attribution is an attempt to rectify that. From online searches to in-office appointments, Facebook likes to conversations over Sunday dinner, your patients may have learned