Insight for strategy that delivers

Martine Leroy, Matt Bolton|5th April 2016

Healthcare is changing. Developments in treatments are taking place faster than ever, more stakeholders are involved in making decisions around treatments, and these stakeholders have different, sometimes conflicting needs. In this context, insight is key to effective marketing in meeting the challenge to deliver value to an ever-broadening range of stakeholders.

In this article, Head of Commercial Matt Bolton and Head of Insight Martine Leroy talk through how insight informs strategy at Blue Latitude Health.

What do we mean by ‘insight’?

At Blue Latitude Health, we regard insight as the deep understanding of the space where external and internal customers meet. In this context, we refer to external customers as those making decisions that impact the success of your product or service, be they patients, physicians, payers, nurses or others. Internal customers refer to those members of a healthcare company that must be engaged and motivated to deliver for external customers, from the brand team, to capability leads or compliance. Gathering insight in this sense allows us the opportunity to identify where external customers expect the business to operate and to deliver, and importantly where internal customers want and are able to operate. After all, insight is only useful if it can be acted upon. 

 

Read more about customer-centric strategy and design in issue 2 of Perspective magazine:

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David Lazarus charts his journey from initial MS diagnosis in 1990 to his experience participating in innovative clinical trials, along with his advice for other patients.

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Dina Patel|10th April 2019

A new MIT research project, sponsored by Novo Nordisk, is aiming to deliver insulin orally with a pill that releases medicine in the stomach lining. Dina Patel interviews the team and reveals the innovative engineering behind the pill. 

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The problem with the ‘recovery’ conversation in mental health

Loredana Gogoescu|4th April 2019

Account Executive Loredana Gogoescu discusses the impact our language can have on people experiencing mental illness, and asks if terms such as 'recovery' are appropriate. 

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