| 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.
| 21st June 2017
Medical congresses are one of the most important and intensive marketing activities a company can undertake. Here Dolan Desai and Dale Choate give you the practical tools and tips you need to create a leading congress experience.
| 15th June 2017
The 21st Century Cures Act was signed into law last December during the Obama administration. It brings numerous changes to the US drug development landscape, impacting patients, academia, research institutions, and industry. Over the last number of months Blue Latitude have been engaging with US pharma companies to help our clients understand its implications and how it could be leveraged.
| 23rd May 2017
What drives us at BLH is the opportunity to make a real difference – and for our clients, that difference is measured both in customer outcomes and commercial outcomes. In the Executional Excellence edition of Perspective magazine, we explore topics around the ‘executional excellence’ theme – creating work that works.