|8th September 2014
Deidre Coleman from eyeforpharma sat down with Managing Consultant James Atherton to discuss how the pharma industry still presents considerable scope for developing and optimising the promotional mix. Read the full interview below:
Multichannel marketing is defined by many organisations as communicating with and marketing to prospects and customers across many channels. Online, that includes search engines, blogs, social networks, email, and more. Offline, that means print, TV, and radio among others. But this is not of itself a determinant of success. Being present does not automatically create engagement. So how far have pharma come and what distance remains to be travelled?
According to James Atherton, Managing Consultant at Blue Latitude Health, whilst digital has moved on from being an after-thought, or a disparate line item to being an integral and fully integrated part of the marketing plan, this is not a time to rest on our laurels:
He goes on to outline the progression in the last 12-18 months:
There is also still too much emphasis on channel preference as opposed to end user testing that should be completed as standard practice:
Atherton points to 4 keys areas where pharma can up their game:
Fundamentally, multichannel is a cog in enabling pharma to deliver the right benefit to the right patient at the right time. Achieving a good multichannel user experience is not rocket science. The challenge of engaging a user along multiple touch-points and multiple channels requires the creation of a consistent set of experiences that fulfils on brand promises and is also appropriate to each digital platform. The digital divide has increasingly become about knowledge and adoption of new technologies with the laggards in MCM facing serious disruption from the leaders in this field.
|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.
|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.
|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.