|22nd February 2019
Public perception of the pharmaceutical industry has plummeted in the last year. Across the world patients are feeling disconnected and, worse, distrusting of the very brands they rely on to improve or save their lives.
According to Edelman’s Trust Barometer, which includes data from more than 33,000 respondents, trust in healthcare declined across 17 out of 28 markets. While many will place the blame on the rising cost of healthcare, 68% of respondents said they would trust a pharmaceutical, drug or biotech company more if it also provided information, tools and support to help them manage their disease.
Additionally, Manhattan Research 2017 reports 43% of physicians say no pharma company is providing quality digital support for their day-to-day practice. This criticism from two of the industry’s most crucial customers shows that pharma doesn’t just have a trust problem, it doesn’t understand its stakeholders.
"Jenna Earl, Head of Brand Strategy and Leah Carlisle, Consultant are revolutionising pharma’s approach to brand strategy, revealing a new tool for ensuring stakeholder-centricity – ‘The Four Corners of Brand Experience’"
Pharma typically takes a traditional approach to brand strategy, focused on promoting the benefits of the product or service. However, during the last decade, consumer brands have taken a radically different approach – starting their strategic planning by understanding their customers’ needs and focusing on the overall customer experience.
Blue Latitude Health’s original research shows that while 65% of pharma brands consider themselves effective or very effective at incorporating market insights into their strategy, more than 50% do not begin collecting customer insight until 6-8 months prior to launch. However, many brands begin developing their campaigns 9-16 months before launch, illustrating that the creation of the brand starts well before the customer insights have been collected and analysed.
It’s time to make a change, both to prevent global trust from falling further and to ensure pharma’s products and services have the best chance of improving patient outcomes. That’s why Jenna Earl, Head of Brand Strategy and Leah Carlisle, Consultant are revolutionising pharma’s approach to brand strategy, revealing a new tool for ensuring stakeholder-centricity – ‘The Four Corners of Brand Experience’.
|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.