Remember to look at more than just the “product” in life cycle planning. Consider all the other Marketing P’s: – Place (distribution) – Price (contracts, incentives) – Promotion (unique channels) – Packaging (novel, convenient) – Put-ups (sizes, kits, bundles) – Personal support (services offerings) – Professional development (education, training, certification)
Drug distributor and health care technology firm, McKesson, recently announced it would acquire CoverMyMeds for $1.1 billion. This is a company that automates prior authorizations online through electronic health record systems but this is only one way the company is developing new analytic tools to help solve problems for specialists. McKesson says it’s also creating a new analytics tool for oncologists using advanced algorithms and natural language processing technology to read and re-format previously unstructured information. This helps healthcare companies that are collecting more data on patients but struggling to realize the full value of this data because much of […]
I enjoy reading about business models for innovation and how to improve the discipline of decision making so that’s why the article, “Four Paths to Business Model Innovation”, in recent Harvard Business Review caught my eye. In this article, Karan Girotra and Serguei Netessine write about the secrets to success that lie in what decisions to make when and why. Drawing on the idea that any business model is essentially a set of key decisions that collectively determine how a business can earn its revenues, incur its costs and manage its risk, the author’s view innovations to the model as […]
As I look back on 2016 I’ve realized I had a chance to apply almost all the brand innovation tools I’ve developed over the years. I was able to apply them in a variety of market, client, and brand lifecycle situations. A2U – I conducted more interviews, dyads, and focus groups than in the past several years. The findings from these awareness,, attitude and usage interviews were used to develop key findings, implications, and actions for a number of clients. StrategicGPS – the mapping of where we are to where we want to be proved valuable for many brand team […]
Usually we keep up with our industry trends and news by reading from the more common business magazines, Wall Street Journal, Fast Company, PharmaVoice etc… But every now and then an article pops up from an unconventional source that is worth a read. This article on the science and stats around ‘voice of the customer research’ was one such article. I wanted to pass it along to you as a reminder on the value of customer feedback. Enjoy the read! http://data-informed.com/get-most-from-your-voice-of-customer-data/
In facilitating workshops on brand personality, we often ask participants to “ladder up” to emotional attributes and core values. Similarly, in StrategicGPS workshops, we must articulate a vision of “where we want to be” to better serve the patients, HCPs, and other stakeholders. But often the ideas are limited by the group using the same strato-words (like “confidence” or “control”) – a factor of limited time and reliance on familiarity. One technique I’ve used for new descriptions is the attribute list in StrengthFinders 2.0, the longstanding business bestseller. Create a card deck of these attributes The Facilitator can prompt classic […]
In my pharma client workshops, we are often focused on how to change clinical practice in a specific disease class. It often starts with a basic question of how to communicate new information, updated studies, or evidence-based guidelines. Some innovations spread fast. How do you speed the ones that don’t? Here is a very compelling story from Atul Gawande on how practice changed in a very personal way: In 1968, The Lancet published the results of a modest trial of what is now regarded as among the most important medical advances of the twentieth century. It wasn’t a new […]
Discouragingly, many health care innovations in which Americans have placed so much stock have largely failed to deliver the desired outcomes or value. I had the opportunity to serve on a panel discussion about the future of home care with Lauren A. Taylor. Lauren has a master’s degree from the Yale School of Public Health and is now a doctoral student of health policy and management at Harvard Business School. “When we look to the front lines of health care and of social service delivery, however, we found that those who interact most closely with patients are recognizing the intersection […]
We asked clients, “What are the two most important criteria in choosing a partner for strategic support (planning, meeting facilitation, market research, creative workshops)?” Here’s what they said.
We when surveyed clients on their top marketing concerns, here were the results. Do you have a concern or issue you’d like to ask about? Send me an email, and I’ll address it in a future newsletter.