The second Consumerization of Healthcare Report explores the emotional components of the customer healthcare journey, to guide healthcare marketers in the content, processes and differentiators they should adopt for success.
This report introduces four strategic pillars of change upon which digital transformation rests; communications, content, data and culture, and explains how addressing these key areas will futureproof the business as the end consumer becomes increasingly knowledgeable and demanding.
1. Introduction The modern marketer’s dilemma “After several years of long Christmas lists to Santa, this year my girls could not think of anything they wanted. It dawned on me; my kids are not seeing marketing encouraging them to want things. My job and the jobs of future global marketers are getting more challenging. We […]
Your employer made an investment in you at the time you were hired. The investment was that one day, you would be called upon to formulate a strategic marketing approach for your brand or product.
1. Introduction The purpose of this guide is to provide an overview of customer journey mapping. It provides a simple starting point for anyone yet to map out their customer journeys. It is also a reference for those for whom the process is underway. This guide draws insights from those who have developed complex journeys […]
The beauty industry is a saturated market, filled with a multitude of brands vying for the attention and loyalty of consumers. A stand-out product or interesting story is no longer enough to succeed, it seems, as consumers become increasingly demanding and more digitally-savvy than ever before.
On day two of the Festival of Marketing 2020, Ashley Friedlein, founder of Econsultancy and Guild, chaired a discussion with the CMOs of two leading global companies – Tamara Rogers, CMO at GSK, and Julia Goldin, Global CMO at Lego – all about the subject of customer-centricity.
With UK consumers reportedly spending over $2 billion each year on monthly subscription boxes – often built on the promise of convenience – it is a thriving market.
According to a new report published by Accenture Life Sciences, just half of biopharma marketing executives believe they have a good understanding of their customers’ needs.
Paid search is typically seen as one of the most flexible digital channels, allowing you to quickly and efficiently set up campaigns that drive performance in a tight window. In my years working in paid search this has usually been the case. However, there are certain, highly regulated industries that flip these perceptions on their […]
According to Decision Resources Group (DRG)’s 2019 ePharma Physician Report, physicians are seeing fewer pharma sales reps than ever before and increasingly relying on their own use of the internet to answer questions about prescription drugs and biologics.
On Sunday night, embattled pharma firm Purdue Pharma filed for bankruptcy. The maker of the painkiller OxyContin has been facing lawsuits from an estimated 2,600 government entities and other groups and had struck a tentative deal to settle many of them for somewhere between $10bn to $12bn.
NHS Digital is the information and technology partner to the National Health Service. In the words of Owain Davies, Lead Product Owner at NHS Digital, it is “just one part of one of the country’s best-known institutions”.
The shift toward a more customer-centric, omni-channel approach to marketing is a fundamental transformation affecting many industries.
To reach consumers, pharma companies are increasingly looking for ways to engage patients and prospective patients through digital channels. While this typically takes the form of marketing campaigns, in a growing number of cases, pharma companies are developing full-fledged online services.
Ratings and reviews are a hugely important tool for brands of all kinds.
Becky Canvin is the Director of Social Media at Ogilvy Health, one of the largest global networks for healthcare communications.
Its fortunes dented by Facebook, Snapchat is looking to cozy up to a lucrative base of potential clients — pharma marketers — by billing itself as a friendlier alternative to the world’s largest social network.
Over 70% of US consumers researched a prescription medication or medical device online in the past year but pharma and medical device companies are missing out on opportunities to reach them as they navigate the “journey to care”.
For years, brands have produced documentary content in an effort to engage their target audiences but a number of trends, including the growing popularity of documentaries, consumers who skip ads with abandon and a shortage of funding for documentary film-making, is changing the ways they employ them.
Last month, Mary Meeker presented the 2019 edition of her annual Internet Trends report.
You’ll find over 5,000 global charts and statistics on healthcare and pharma in the Internet Statistics Database, to browse, save and export.
