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Keys to the Lamborghini aren’t enough. Can you drive is the question.
I recently met Rayid Ghani, the former Chief Data Scientist for the 2012 Obama campaign. He regularly publishes on machine learning and data mining. He had a simple but profound insight for anyone...
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Stepping into Your Customers’ Shoes
Physicians are justifiably skeptical when a drug rep walks in the door. The relationship is purely transactional. The rep wants the doc to commit to writing more of whatever the rep is selling. The...
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The Future of Pharma: Revolution? Really…?
Revolution often begins quietly, at the edges. By the time the mainstream recognizes what is happening, the change is virtually unstoppable. Only in hindsight can one glimpse the seeds of change taking...
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Getting Agile: Stretching Pharma’s Digital Marketing Muscles
It’s been fascinating to observe technology become more and more of a foundation for pharma marketing, and not just in the form of digital media. We are now seeing new technology tools and processes...
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Deeper Relationships in Pharma: The “Give To Get” Side of Marketing, Part I
Being Customer Focused vs. Message Focused One of the interesting challenges facing marketing, particularly in the pharmaceutical industry, is the message. Not that we have a hard time coming up with...
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Deeper Relationships in Pharma: The “Give To Get” Side of Marketing, Part II
Recently I wrote about the idea of “Give To Get” marketing, the premise that you need to give value to your prospective customers before you ask them for their business. To further reinforce this...
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Pharma Brand Managers, Are You Fungible?
In pharma, the focus is always on market share, market share, market share. Managers are measured by growth and their ability to counter new competitive entrants and offset contracting pressures by...
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Don’t Be Kodak
Kodak recently announced that they expect to come out of bankruptcy this year. Founded by George Eastman in 1888, Kodak became a cherished household brand name, and the “Kodak Moment” entered the...
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Change Management: The Key to Multi-Channel Pharma Marketing
This recent blog post Pharma is willing, but is it able? is an insightful read on multi-channel marketing, with many good references to published analyst reports. It notes that pharma is finally at a...
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Empathy: Why Good Physicians Will Always Matter
In the comments section of a recent blog post, a reader commented: The idea of using a computer to aid in making a diagnosis is not new. When hand held PDAs came out in the 90′s, I was one of the first...
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The Nature of Superpowers
I recently spent two hours in a conference room with some really smart people and three accomplished musicians from a young, innovative Chicago-based chamber orchestra called Fifth House Ensemble. We...
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Three Key Strategies to Drive Better Patient Care
When it comes to health technology and new mobile apps, we often jump right into a discussion about cool features and social media. But the real question should be impact. What positive impact are we...
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Three Steps To Restoring Relationships in Pharma after a “Pinch”
At closerlook, we think a lot about relationships. We think about those that we have with our pharma clients, those that our clients have with their customers and especially those that we have with...
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Change The World, Change Your Bottom Line in Pharma
The world’s biggest problems are the world’s biggest opportunities. Help a billion people, make a billion dollars. This was a provocative challenge laid down by Peter Diamandis, founder of the X Prize...
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Pharma Banner Ads vs. Brand Websites – Where Should You Invest Your Marketing...
A recent study by the online research company comScore offered fresh data on the impact of various forms of digital marketing. What we’re beginning to see is a very interesting and dramatic comparison...
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GiveForward: Doing Well by Doing Good
Sometimes you come across a company that truly epitomizes the concept of “doing well by doing good,” and you realize that it’s not just an idealistic dream. GiveForward is such a company. They are an...
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How Scary is Health Data?
As we learn from the media nearly every day, third-party data is ubiquitous. Between financial ratings agencies that track our every purchase and the NSA storing our cell phone activity, there are...
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The Rise of Multi-Channel Healthcare Delivery
Last week at Health 2.0, the XPRIZE Foundation announced the winners of the Nokia Sensing Challenge, a $2.25 million global competition to accelerate the development of sensors and sensing technology...
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Pharma Innovation moves to Business Innovation
The need for innovation within pharma now goes beyond just product R&D. Innovation today must include business model innovation. This could lead to an unexpected left-hand turn in your near future…...
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Good patient data is not always meaningful patient data
I’ve been thinking recently about some of the newer sources of health data, namely patient-generated data. My working headline is something like “Good patient data is not always meaningful patient...
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