| 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.
| 22nd February 2017
Founded by Michael Seres in 2011, 11 Health is a connected medical device company currently working to change the lives of patients using stoma bags. Content Marketing Manager Liz Inskip interviews Michael about how patients are changing the role of the expert in healthcare, and the systematic barriers to innovation in healthcare.
| 14th February 2017
As a business that works with healthcare and pharma companies, it’s not often that we get the opportunity to design the cover for Time Out London, so we jumped at the chance to partner with Rays of Sunshine to help them get the word out about their #Kisses4Wishes campaign on Valentine’s Day. Liz Inskip talked with the creative team about the campaign and how BLH approaches this kind of work.
| 8th February 2017
When we talk about customers as experts in healthcare, what we’re really talking about are clinicians. Experts in diagnosis, treatment and clinical care (HCPs) and experts as those who experience the medical condition in their own personal context (patients). Head of Customer Experience Elisa del Galdo talks through how the evolution of the relationship between HCPs and patients is changing the role of the expert in healthcare.