Pharma’s New Normal: Q&A
Healthcare Pharma New Normal Webinar QuestionsAfter our webinar, Pharma’s New Normal: Engaging with HCPs In Uncertain Times, many participants still had questions. Our Chief Science Officer, Arun Divakaruni, took the time to answer them below. What are your thoughts on P2P speaker programs in this COVID-19...
Designing HCP Behaviors
Designing HCP BehaviorsAmong the buzzwords on the tip of every healthcare marketer’s tongue these days is behavioral design. For years, we’ve known that one of the keys to creating greater value for our clients is to change their customers’ behaviors. And for years, the best way to do that has remained elusive. With...
Turn and Face the Strange
“A display connected to a digital computer gives us a chance to gain familiarity with concepts not realizable in the physical world. It is a looking glass into a mathematical wonderland1.” -Ivan B. Sutherland, “Father of Computer Graphics” and inventor of the first virtual reality (VR) head-mounted display Years...
Consider the HCP Journey to Ensure Successful Product Launches
Consider the HCP JourneyLaunching 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...
Understanding HCP Behavior to Tell Better Medical Stories
As healthcare marketers, we know crafting compelling stories can help change healthcare professionals’ behaviors and that changing those behaviors is crucially important to accomplishing our customers’ goals—but how do we know which behaviors to target? And how do we actually influence behaviors? To tackle...
It’s About the Step Before the Step
Think about creating a “good story” for disease state education or sharing your brand’s value proposition. How do you approach it?We likely jump to thinking about how to create a hook: an interesting, engaging story customers will want to hear. But how often do we begin with the end in mind? Instead of focusing on the...
HCP Audiences: Telling Medical Stories that Matter
We learn from an early age that stories are a great way to learn. As children, we ask our parents to tell us stories. As we go through school, we typically remember some of our best teachers who taught us through stories. Many of the important learning moments we experience throughout our life, especially those that...