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The Four Cs of Building a Customer-Centric Marketing Culture
I recently participated in the Digital Pharma East conference in Philadelphia. At this annual event, 200 to 300 pharma marketers and their agencies gather to talk about digital pharma and trade...
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The Four Cs of Customer-Centric Marketing Culture, Part II
In the last blog post, I covered the first two Cs of Customer-Centric Marketing for pharma, Commitment and Courage. We need to make a Commitment to building a data and insight culture. This begins to...
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Wrapping Services Around Products: The New Pharma Model
“The home is ultimately going to be the major site of care for all but the sickest patients.” This from an interview with George Halvorson, CEO of Kaiser Permanente, in which he expounds about...
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Three pharma trends from the 2015 J.P. Morgan Healthcare Conference
I attended the J.P. Morgan Annual Healthcare Conference a few weeks ago. Think of it as the CEO version of SXSW for all things big pharma, biotech, health insurance, health tech and large healthcare...
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On Creating a (Healthcare) Whole Bigger than the Sum
platform, noun 1. A raised level surface on which people or things can stand. When I think about a platform, especially in business, I imagine a foundation for building an integrated solution or a...
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The Two-Edged Sword of Healthcare Reform for Pharma
The Economist recently published a report on the cost impact of healthcare reform in the US. The data shows that the fundamental idea of bending the cost curve by changing the way healthcare is...
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Pharma Moves Into Digital Health
The announcement that Novartis and Qualcomm Ventures have formed a joint venture to invest $100 million in digital health is significant and suggests that big pharma is transitioning from talk to...
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Is Your Doctor an Endangered Species?
I recently attended the American College of Physicians’ (ACP) Internal Medicine Meeting, the annual national conference for internists and primary care physicians. It was well attended and offered a...
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The Last Mile in Healthcare Delivery
Lately, I’ve been thinking about the impact of the changing healthcare landscape on the people who actually deliver the healthcare – the healthcare professionals - as millions and millions of more...
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Big Pharma Makes Moves To Manage Disruption
What I liked most about a recent HBR article was what wasn’t mentioned. The recent Harvard Business Review article, “How Merck is Trying to Keep Disrupters at Bay,” is all about disruption, and anyone...
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Can Innovation Trump Consolidation in Healthcare?
At the ACA party, there are 15 pharma companies standing around a room with only 10 chairs. Which means that when the music stops, five of them are SOL. That’s the future for pharma in a world in which...
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Pharma: Build “Around the Pill” not “Beyond the Pill”
For several years, pharma has attempted to move “beyond the pill” to offset declining product pipelines. The dream is to find new revenue opportunities. New business models. But as we’ve seen, these...
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Making Pharma “Fit for Purpose”
While in London recently for a series of meetings, I repeatedly heard the English phrase “fit for purpose.” It’s become a cliche for many in England, but I was struck by its syllabic crispness and...
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A WellPoint Moment for Pharma?
It was a cold February 2010. The winter of Obamacare. There was active opposition from Republicans, the Democrats had lost a pivotal Senate seat in Massachusetts after the death of Edward Kennedy, and...
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Digital Marketing for Pharma: Just Do It
I don’t want to be overly skeptical about the role of innovation in pharma, particularly in the digital marketing space. But a couple of experiences in the last few weeks have led me to wonder whether,...
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Pharma…at the moment of truth
There is a moment of truth between a doctor and patient when a diagnosis is made and a treatment regimen is determined. It might be a routine ailment with a simple standard of care protocol. Or it...
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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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