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Pharma Marketing: A Peak Behind the Curtain
Changes in healthcare in the United States have reached the inflection point where everyone in the industry needs to reevaluate their business model and value proposition. Full stop. The parents of...
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Pharma Marketing: How We Learned to Deliver Confident Counsel
The transformation of closerlook into the firm it is today started simply enough. We realized that we had become what so many agencies strive for, the “trusted advisor” for our clients. But that wasn’t...
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Pharma Data: Expose It to Understand, Embed It to Transform
In my last blog, I talked about the technical challenges of getting customer data from multiple agencies all in one place. Oh yes, and the corporate culture challenges, too! Challenging but not...
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Building A Master Data Vortex for Pharma
Nothing powers measurement, intelligence and insight like data. But what kinds of data, you might ask? In the past, the “data” that fed customer insight and marketing strategy was usually based on gut...
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Pharma Marketing: The Heart of Software and the Face of Services
Is the future of digital marketing primarily services or software? That is of course an overly simplistic question, but it’s one I think about frequently. My conclusion? It will be both. In the future,...
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The 3 Questions that Data Should Answer for Successful Pharma Marketing
In a recent posting I introduced the idea of a “master data vortex.” The one place where we gather enough data from enough customer activities to derive truly actionable insight. If we’re only looking...
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Four Unique Strategies for Data in Pharma
A significant share of our business focuses on data. We build and manage marketing data analytics and reporting platforms for pharmaceutical brand leaders. What we’ve learned is that this effort...
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Filling the Digital Gap for Pharma
Whenever there is a major paradigm shift in business, there is both a capability and a capacity gap. Rarely do companies have the right people, and enough of them, to fulfill the demands of a new...
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Pharma Marketing: What’s the difference between Customer Insight and Customer...
When a business idea makes the cover of Harvard Business Review, McKinsey Quarterly, and the Nottingham City Council website, you can bet it’s become a buzzword. Analytics-driven “customer insight” has...
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Pharma Digital Marketing: Will it Scale?
Digital marketing isn’t innovation anymore. The piloting of digital tools in pharma marketing, operations and R&D has been pervasive. But full implementation of digital in pharma marketing hasn’t...
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