How we think - Archive
February 2016

Here are all the posts from the How we think section that were published in February 2016. If you don’t see the post you’re looking for here, try our search feature or looking in the tags index.

These archives are only from the How we think section, if you’re looking for the archive for our company news page, click here.

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What pharma needs to know about genomic data in 2016

David Cooney|3rd February 2016

About ten years ago, personalised medicine was a major step forward – tailoring treatments based on individual patient history and information. Fast forward to 2015, and investigating the central dogma of biology is still a major focus of healthcare research. 

Consultant David Cooney talks us through what this progress in genomics means for pharma in 2016.

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Why are doctors frustrated with the digitalisation of healthcare?

Anna Tamasi|15th February 2016

Healthcare is not a consumer-driven market where we can assume that patient-centred innovations will automatically influence adoption within doctor communities. In this article, Customer Experience Consultant Anna Tamasi highlights the most common usability and user experience implications that the digitalisation of healthcare poses on doctors' professional lives. 

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Brand teams: They're not what you think they are

Matt Bolton|19th February 2016

Pharma still has silos around key functions in the marketing process, which has the unintended consequence of often putting these functions at odds with the brand teams. In 2016, it’s time to bring these teams together and move them toward a common goal – delivering for your customers to enable better patient outcomes. Head of Commercial Matt Bolton breaks down what we mean when we talk about eliminating the last silos in pharma marketing.

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Beyond the patient journey: Designing for behaviour change

Anna Tamasi|26th February 2016

In healthcare, customer journey maps can be very complex due to the fact that healthcare systems are often convoluted and extensive. This creates a web of interconnected touchpoints and interdependent stakeholders that is too cluttered and difficult to use. 

In 2016, it’s time to update our model for the customer journey. Customer Experience Consultant Anna Tamasi talks us through the future of journey mapping.

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