Tip of the Iceberg
The stakes of launch are high—studies show that how successful a brand is at launch almost always determines how it performs over its life cycle. In preparing for launch, most pharma brands spend years developing a go-to-market strategy that includes detailed segmentation and targeting analysis supported by robust data and market...
On Web or On-Site?
When was the last time you talked to a bank teller? How many purchases have you made in the last month without going into a store? These days, it seems human-to-human interaction in many cases has become superfluous, if not an outright inconvenience. It’s easier to do things virtually and this is especially true of advisory boards....
Marketing execution during the prelaunch phase
Preparation is everything. In a previous blog, my colleague pointed out that 50-66% of pharma brand launches fail to meet expectations. Additionally, more than 25% of brand launches fail to reach 50% of external revenue forecasts1. These are major red flags for an industry expected to derive 25% to 80% of its revenue from new...
Consider the HCP Journey to Ensure Successful Product Launches
Launching a new product is hard. Remarkably hard, in fact—according to reports by Bain1 and McKinsey2, 50-66% of brand launches do not meet expectations. In addition, the stakes are high and the cost of errors can be devastating. According to Deloitte3, performance during the first 6 months after a launch correlates to market share...
Asking Questions that Matter
In the market research or measurement world, this phrase is also very true. In order to get valuable, usable information from a question, you need to ask a thoughtfully composed question that matters.“Knowledge is Power”Know what your objectives are and how they relate to your greater business goals. It sounds obvious, but start...
Considering a Virtual Meeting? Remember these Tips
Virtual meetings are on the rise. They are a tremendous cost saver and allow for participant interaction from across the country or across the globe with just the click of a mouse. The challenge is keeping the meeting interactive, collaborative, and interesting for both participants and presenters.Make It BriefShorter presentations...
The Importance of Maximizing Your Evaluation Results
Revisit Your ObjectivesYou probably worked hard to think of what your measurement objectives were for your speaker program evaluation and wrote your questions to follow them. Now that you have the results, look to see how your objectives were met, exceeded, or not met at all. If you met or exceeded your objectives, don’t just...
Multichannel Marketing Tactics Create Breakthrough Moments
Marketers have more choices available to them than ever before to reach their targets. Finding the right channels to reach healthcare professionals (HCPs) might be a straightforward proposition, but there is no single solution for creating a good channel mix. Making decisions about when and how often to reach out to HCPs will...
Captivating Customer Experiences: All About the Journey
Every potential customer and attendee for your programs is on a journey. They may be at different places in their career, have different educational needs, have differing perceptions of your company/brand, and may also have a unique set of expectations they hope you will fulfill.By providing integrated customer experiences, a brand...