|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.
|27th August 2020
Precision and personalised medicines are more than products, they are services in their own right. So, how should pharma approach this uncharted territory to ensure targeted therapies work for patients?
|28th July 2020
At the beginning of the COVID-19 Pandemic, Senior Account Executive Lauren Fernandes took a course at the London School of Hygiene and Tropical Medicine to better understand how the global response to the virus and to ensure we were best positioned to serve our clients during this challenging time. She shares the key learnings and why understanding the epidemiology of the disease is integral for fighting it.
|14th July 2020
Blue Latitude Health, and our parent company Fishawack Health, have developed exclusive intellectual property, processes and tools to ensure you’re engaging customers in the right way. View our service one-pagers below to find out how we can help solve your challenges whether you’re in a medical, brand, portfolio or an above brand role.