Brand Strategy

At Blue Latitude Health, Brand Strategy encompasses the development and delivery of customer-focused strategies and plans, which create long-term value to patients and brands.

This is where you’ll find our commentary, articles, and resources that relate to those strategies and plans, and the processes behind them.

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Bigger than brand: Portfolio positioning for pharma

Jenna Earl|29th September 2015

With pharma in the midst of a patent cliff, portfolios of treatments are becoming more and more common, and the need for a clear co-positioning strategy has never been greater.

Head of Brand Strategy Jenna Earl talks us through the three most important things to understand about portfolio positioning in pharma.

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Tackling biosimilars – how to handle the threat to pharma brands

Mark Assenti|23rd September 2015

Recently, Blue Latitude Health worked with a global pharmaceutical brand to develop a strategy for dealing with the introduction of biosimilars to the market. Their product, a treatment in the gastroenterology therapy area, had recently come off patent and a biosimilar was about to launch. Strategy Consultant Mark Assenti talks through three key points for developing a strategy to tackle biosimilars.

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How to nail pre-launch positioning in pharma

Matt Bolton|22nd July 2015

Recently, we’ve worked across multiple brands in oncology on launch and pre-launch strategy, which raises a unique set of challenges in a competitive and highly regulated market. Matt Bolton, Head of Commercial, takes us through the three key points to keep in mind when developing a pharmaceutical pre-launch positioning strategy.

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Use of biomarkers in marketing

Mark Assenti|12th March 2015

The modern pharmaceutical market can be saturated with competing products, from bio-similars, to same in-class, to alternative MoA treatments. Standing out from the crowd can be tough; innovative and patient serving methods of differentiation are hard to come by. 

Consultant Mark Assenti talks through the use of biomarkers in pharma marketing and where it's headed in 2015.

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Top 7 Trends in Pharma Marketing for 2015

Blue Latitude Health|12th January 2015

Toward the end of 2014, the Blue Latitude team gathered together for breakfast in the boardroom to discuss how pharma marketing will change in the year ahead and what trends will be big in pharma marketing during 2015.

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How to be an MCM Maverick

James Atherton|8th September 2014

Although most companies have espoused the Multichannel Marketing concept, the pharma industry still presents considerable scope for developing and optimising the promotional mix. Deidre Coleman from EyeForPharma sat down with Managing Consultant James Atherton to discuss.

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How to find the ROI in multichannel marketing

Blue Latitude Health|31st July 2014

Proving ROI has been the main challenge to 28% of pharma executives in 2014. In the same way that digital is no longer an add-on to traditional marketing, ROI should be considered throughout the multichannel planning process and not just as a metric-focused process that is bolted on at the end of your multichannel planning. Read on for more.

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Top 10 things to consider when planning a multichannel campaign

Blue Latitude Health|19th May 2014

Clients often contact us with the request to create a strategic, multichannel approach to connect with their audience and build the types of customer relationships that matter. Here are our top ten tips for effective multichannel marketing strategy and planning.

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Five pillars of pharma multichannel excellence

Blue Latitude Health|16th December 2013

Whilst pharma companies have realised the importance of developing multichannel strategies, most are still on the journey to achieving multichannel excellence. Multichannel is about planning, implementing, and integrating multiple touch points and stakeholders to deliver improved return on investment. To achieve multichannel excellence, pharma must incorporate five core elements into their strategies in equal measure, broken down in this article.

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