Forward focused thinking

Blue Latitude Health’s consultancy is based on a rich vein of expert knowledge. Here you’ll find thought-provoking commentary, articles, and downloadable resources created by our consultants.

Explore our ideas and get a deeper understanding of the current and future trends in healthcare:

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Beyond the patient journey: Designing for behaviour change

Anna Tamasi | 26th February 2016

In healthcare, customer journey maps can be very complex due to the fact that healthcare systems are often convoluted and extensive. This creates a web of interconnected touchpoints and interdependent stakeholders that is too cluttered and difficult to use. 

In 2016, it’s time to update our model for the customer journey. Customer Experience Consultant Anna Tamasi talks us through the future of journey mapping.

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Brand teams: They're not what you think they are

Matt Bolton | 19th February 2016

Pharma still has silos around key functions in the marketing process, which has the unintended consequence of often putting these functions at odds with the brand teams. In 2016, it’s time to bring these teams together and move them toward a common goal – delivering for your customers to enable better patient outcomes. Head of Commercial Matt Bolton breaks down what we mean when we talk about eliminating the last silos in pharma marketing.

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Why are doctors frustrated with the digitalisation of healthcare?

Anna Tamasi | 15th February 2016

Healthcare is not a consumer-driven market where we can assume that patient-centred innovations will automatically influence adoption within doctor communities. In this article, Customer Experience Consultant Anna Tamasi highlights the most common usability and user experience implications that the digitalisation of healthcare poses on doctors' professional lives. 

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What pharma needs to know about genomic data in 2016

David Cooney | 3rd February 2016

About ten years ago, personalised medicine was a major step forward – tailoring treatments based on individual patient history and information. Fast forward to 2015, and investigating the central dogma of biology is still a major focus of healthcare research. 

Consultant David Cooney talks us through what this progress in genomics means for pharma in 2016.

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Content Strategy for pharma: Maturing your approach in 2016

Liz Inskip, Adwoa Baah | 26th January 2016

The way that many pharma and healthcare brands think about content strategy – the creation, management, storage, and governance of content – hasn’t matured in quite the same way as multichannel marketing strategy.

In this article, Consultant Adwoa Baah and Content Marketing Manager Liz Inskip take us through three things pharma can do to improve content strategy maturity within their organisations in 2016.

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Should we rethink ‘insight’ in healthcare?

Martine Leroy | 20th January 2016

Like other sectors, healthcare relies on insight. Therefore, it isn’t immune to the factors that affect the likelihood of a business to reach meaningful insight.

Head of Insight Martine Leroy explains why it's time to rethink what 'insight' means in healthcare.

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How to surf the healthcare disruption tsunami

James Atherton | 12th January 2016

Moving into 2016, we want to draw the focus to the issue of tangibly defining value in healthcare innovation and ensuring that the services that pharma and healthcare brands are developing are actually taken up and implemented. Managing Consultant James Atherton talks through some tangible tips for businesses and brands looking to surf the wave of disruption in 2016.

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Regional campaigns: Improving local uptake while staying on-message

Dolan Desai | 22nd October 2015

Localising global and regional campaigns is a challenge all global organisations face. However, for healthcare brands, it can be even more challenging because local regulations and systems can be so variable and complicated. Account Director Dolan Desai talks us through five core considerations that will allow you to maximise impact across a region through coherent execution.

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10 tips for developing insightful pre-launch positioning

Martine Leroy | 8th October 2015

By getting your positioning right, you can build the motivational, aspirational, and resonant brand story and messaging that will allow your product to become a brand. Head of Insight Martine Leroy delivers her top tips on how to keep insight at the centre of your positioning to best support your brand.

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Bigger than brand: Portfolio positioning for pharma

Jenna Earl | 29th September 2015

With pharma in the midst of a patent cliff, portfolios of treatments are becoming more and more common, and the need for a clear co-positioning strategy has never been greater.

Head of Brand Strategy Jenna Earl talks us through the three most important things to understand about portfolio positioning in pharma.

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