| 2nd 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.
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.
| 11th January 2018
Senior Associate Consultant Jiayi Chen explains the benefits and pitfalls of programmatic advertising and reveals how it can impact return on investment in your marketing campaigns.
| 4th January 2018
Measuring marketing activity is proving to be a major challenge in pharma. Here, Senior Consultant Paul Townley-Jones explores the meaning of success and gives his tips for measuring efficiency and effectiveness, along with the formula for calculating profit and ROI.
| 5th December 2017
Pharma is making measured progress in its adoption of multichannel marketing. But can it actually measure success? And does it even know what good looks like? Chris Ross interviews Senior Consultant Paul Towney Jones to explore the risks and benefits of increased investment in MCM.