Blueprint for healthcare: Brand strategy and planning

Natasha Cowan, Zoe Bartley, Jiayi Chen|21st May 2019

A brand lives in the heart and mind of its audience as a sum of experiences. Every engagement presents an opportunity to deliver a positive experience and suboptimal experiences have a lasting impact on the brand.

When pharmaceutical and biotech companies are working on brand strategy and brand planning it is vital that they take an ‘outside-in view’ and understand what makes their healthcare customers tick.

Only when they are armed with patient, HCP and other stakeholder insights can they ensure that their pharmaceutical brand positioning can deliver against those customer needs and provide a successful customer-centric and multichannel experience.

To help companies to do this, Blue Latitude Health has developed an innovative two-part brand strategy and planning pack; that’s based around its new ‘Four Corners of Brand Experience’ approach for campaign management. Grounded in consumer and FMCG marketing, where the perception of a brand is based on experiences, the ‘Four Corners’ approach acknowledges the similarities those sectors have with the pharmaceutical industry as well as the differences.

Alongside the framework, is a checklist of 50 questions, a brand team needs to ask, in order to deliver customer-centric multichannel campaigns efficiently and effectively. The questions are grouped around the five stages of brand planning:

1. Operations and set up

2. Insight

3. Planning

4. Execution

5. Measurement

It also allows for differing approaches based on product lifecycle, including pre-launch and established products.

Blue Latitude Health, developed these practical tools, while working with the top pharma and biotech organisations and brands across the globe to develop customer centric brand strategy and integrated multichannel campaigns, driving behaviour change and brand loyalty. Download this pack to benefit from this knowledge.

Empowered patients: shaking the foundations of healthcare

Blue Latitude Health|16th August 2019

Precision medicine represents a new paradigm in healthcare.This new approach to treating and preventing disease views the patient holistically, analysing their genes, environment and lifestyle, and using this information to make a more accurate treatment decision. Here we discuss the barriers, opportunities and potential outcomes of the precision medicine era in healthcare.

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A uniquely English genomic medicine service

Natasha Cowan|26th July 2019

The UK National Health Service is developing one standardised approach to embedding precision medicine across the whole of England. Blue Latitude Health speaks to Dr Tom Fowler, Deputy Chief Scientist and Director of Public Health at Genomics England, to find out how the NHS is achieving this goal.

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Diagnosing the lag in neuropsychiatric treatments

Sana Rahim|16th July 2019

The number of mental health research programmes in larger drug firms has shrunk by 70% in the past decade. Blue Latitude Health Senior Associate Consultant Sana Rahim explores this drop in investment and explains why developing a market-orientated model is vital for making progress.

 

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