Issues facing brand teams and how agencies help to deliver value

Liz Inskip|2^nd March 2016

At Blue Latitude Health, we place a lot of importance on establishing and maintaining long-term, value-adding relationships with our clients. As a result of our continued focus on building trust and delivering results for Janssen, back in September 2015 we were re-appointed for another three years to provide strategic support and creative marketing services for their brand teams in the EMEA region.

We interviewed Wayne Atherden, Procurement Director Commercial Services at Janssen, our European procurement contact, to get a fuller understanding of his view on the issues facing brand teams and how agencies help to deliver value. Here is what he had to say.

Q: Digital and multichannel marketing has clearly changed the way that marketing brand teams work. Can you tell us a bit more about how this has affected brand teams at Janssen? 

Wayne: The shift has highlighted even more acutely the need to better understand our customers – where do they go for information, how do they prefer to interact with pharma companies, how do they get answers to their questions? We need to customise the channels we use to the type of healthcare professional (HCP), so as to optimise our investments and maximise impact.

As options have multiplied, we need to be more discerning, to focus on areas that really make a difference. Our agencies have a key role in helping us achieve this, by using market and customer insights to help shape our strategies.

Read the full interview in our special supplement to Perspective magazine.