Blog and News

The Digital Evolution in Pharma: Content is Still the King in Driving Brand Performance

In 1996, while working in Global Brand Marketing, I found Bill Gates’ essay declaring “Content is King” highly relevant to the needs of the time in my role as a Pharma marketer. Much has changed in Pharma marketing over the last 20 years. The growth of new technologies has created new channels and capabilities with the promise of driving marketing impact and brand performance. The industry has effectively utilized various channels and campaign strategies to target and engage both HCPs and consumers.

Topics: Customer Engagement Multichannel Marketing

Making – and Keeping – Digital Multichannel Marketers’ New Year’s Resolutions

Lose weight.  Get organized.  Stick to a budget.  Establish a budget.  As the clock strikes midnight on the new year, ambitious New Year’s resolutions abound. However, according to U.S. News & World Report, a whopping 80% of New Year’s Resolutions fail by February.  Why?  Because we often lack effective tools for actually achieving them.

Topics: Multichannel Marketing

Holiday Shopping Goes Multichannel

Fortune.com reports that the 5.6 million-square-foot Mall of America, the largest retail space in the U.S., is deploying an artificial intelligence-based gift concierge system called “E.L.F.” or “Experiential List Formulator.”   E.L.F. is an IBM Watson-powered bot that engages in conversation with mall customers -- and delivers individually-tailored shopping suggestions on Facebook Messenger or online at elf.mallofamerica.com

Topics: Multichannel Marketing

Reflections on the 2016 Veeva European Commercial Summit in Madrid

Just as “compatibility” is a critically important concept in the Spanish legal system,
it is also a critically important concept in multichannel marketing.

Topics: Multichannel Marketing

2016 Electoral Maps: Lessons for Digital Multichannel Marketers Blog Post #3 in a Series of 3

As newscasters stand in front of their favorite news channel’s giant, brightly lit, highly interactive map on Election Night, there is another map that viewers never see.  That map is a diagram used in the design of the giant interactive map -- a map that enables the dynamic user interface and seemingly effortless navigation that captivates viewers as the results roll in across the nation, illuminating the virtual states.

Topics: Multichannel Marketing

2016 Electoral Maps: Lessons for Digital Multichannel Marketers Blog Post #2 in a Series of 3

According to Denis Wood’s book The Power of Maps, “Maps let us recognize spatial distributions and relationships and make it possible for us to visualize and hence conceptualize patterns and processes that operate through space.”

Topics: Multichannel Marketing

2016 Electoral Maps: Lessons for Digital Multichannel Marketers Blog Post #1 in a Series of 3

Electoral maps have been used in every election since the late 1800's to show the latest polling data and predict state-by-state outcomes.  However, despite their longevity, mapmakers consider them “cartographically questionable" because they can be visually misleading.  However, electoral maps persist as one of the most used - and most powerful - tools in election dialogue.

Topics: Multichannel Marketing

Polls, Pundits, and Multichannel Marketing: Lessons from the 2016 Election Blog Post #3 of 3

Lesson #3: The right message to the right customer at the right time can influence the final decision.

Pollsters do far more than merely gather, analyze, and publish poll results.  And political candidates know it. 

A major focus of researchers is on how polls not only predict, but actually influence, election outcomes.  “During elections, and major public policy events, much of the media coverage focuses on the “horse race,” or fluctuations in support for a candidate or policy. Reporting on public opinion not only affects support, but levels of engagement: donations, volunteering and turnout. These bandwagon effects can make polls self-fulfilling prophecies; the predictions of the polls come to pass because the polls not only measure public opinion but also influence public opinion and engagement,” wrote economist David Rothschild in the Huffington Post in October 2012. 

Topics: Customer Engagement Multichannel Marketing

Polls, Pundits, and Multichannel Marketing: Lessons from the 2016 Election Blog Post #2 of 3

On Election Night this year, some unexpected media outlets will play a key role in predicting election results. Twitter and Buzzfeed are teaming up to bring greater transparency to the process of “calling” the elections, or projecting state-by-state electoral votes to predict a final winner.  

Topics: Multichannel Marketing

Polls, Pundits, and Multichannel Marketing: Lessons from the 2016 Election Blog Post #1 in a Series of 3

With the 2016 Election looming, a seemingly never-ending parade of poll results march across our television, laptop, and smartphone screens.  Election polls are the primary tools used to understand voters, shape messaging, and even influence election results.  This series of three blogs will explore what Bio-Pharma multichannel marketers can learn from pollsters and pundits as we seek to understand our customers, shape messaging, and influence purchase decisions to drive commercial success.

Topics: Multichannel Marketing