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Strategic Planning (marketing & sales)

The 3 key principles for getting innovations to stick

Innovations are like babies. We need to nurture them to watch them grow and thrive. As marketers, we love the 'new' but the satisfaction is manifold when innovations stick. Here are the three key principles to making that happen.

By Geetu Gidwani Verma

5 minute read —

2 minute read —

Stop AAPI and EASA hate

The rising violence against the Asian community is a painful & urgent reminder that we must unite against racism in all its forms.

Where will consumers buy their (over-the-counter) drugs in future?

An unprecedented change is currently taking place in the sale of pharmaceutical products, pointing to the influence of new competition with the existing pharmacy structure.

Are diagnostics the solution to growing healthcare needs?

Diagnostics are growing in importance, with new generations of genetic tests emerging. Can these improve both clinical and economic outcomes?

6 minute read —

Real-time digital monitoring tools in Pharma; the lessons of the SMART insulin pens

The ability of digital health enablers to keep patients connected with their healthcare providers has never been as highly valued, and we believe the connectivity offered by digital devices such as the S-Pen might become the most important driver of use in the future.

8 minute read —

Closing the gap: the rise of prescription digital therapeutics

Can digital health and Prescription Digital Therapeutics finally close the gap between clinical trials and everyday clinical practice? Here's how we expect PDTs to become a far more common part of the solution and a genuine opportunity to close the gap.

8 minute read —

Leveraging a portfolio with purpose: Vertex in cystic fibrosis

When we look across different industries, we often see how brands, portfolios and companies with a clear purpose tend to do better than others. It’s harder to talk purpose in Pharma though, as purpose is inherent in the product, but the Vertex story is a compelling one that we keep coming back to

5 minute read —

Crossing the Pharma Chasm. Why do Pharma launches fail?

In the last decade, the industry has established launch excellence teams to address this vital stage in a brand’s lifecycle and invested significantly to improve performance. Despite a presumed focus on the basics, brands are generally not improving their sales curve beyond that achieved at 6 months. Why?

3 minute read —

Wie sieht Ihre Preis- und Ertragsstrategie für 2021 aus?

Was, wo und wie wir einkaufen und konsumieren hat sich mit den Auswirkungen von Covid 19 massiv geändert. Und da wir weiterhin mit verschiedenen Einschränkungen konfrontiert sein werden, sind einige dieser Veränderungen voraussichtlich dauerhaft.

3 minute read —

What is your pricing and revenue management plan in 2021 and beyond?

How we shop and what we consume/where has changed with the impact of Covid 19. And as we continue to face lock down restrictions some of these changes are likely to stick.

5 minute read —

COVID-19 is driving digital transformation faster than any previous stimulus

If digital is thought of at just a tactical level, you might miss out on the strategic brand options that could have enabled you to respond faster, quicker, better to COVID-19. Here are those options.

4 minute read —

The power of insight and partnerships in defining portfolio strategy in Healthcare

Depth of customer understanding and using insight will enable companies to define rapidly how experiences and customer journeys are changing.

Anticipating the new drivers of behaviour in healthcare

Like others, we’ve been closely watching the unprecedented rate of change we have seen in healthcare markets recently, driven by responses to the COVID-19 pandemic. Here are the priorities and areas of focus for leaders navigating out of lockdown.

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Why use a category growth strategy?

The difference between capability development and training
The six building blocks of a capability system
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Why use a category growth strategy?

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Publications

Offensive Marketing: An Action Guide to Gaining the Offensive in Business

Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience.

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Even More Offensive Marketing

This book is a substantially revised edition of Davidson's previous book, Offensive Marketing, and shows how to achieve tomorrow's best practice today, and how to make your competitors followers.

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The Committed Enterprise

It is easier to describe vision and values than implement them. However this updated paperback edition of The Committed Enterprise shows how to achieve success by understanding the needs of stakeholders and maximising them.

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The Financial Times Guide to Social Media Strategy

Despite 80% of business leaders thinking it important to make the most of social media, 70% admitted that their efforts are currently ineffective - CMI SURVEY. The FT Guide to Social Media Strategy will help you understand how social media works, how to use it to build your networks and deliver business growth.

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Loose: The Future of Business is Letting Go

The way we do business has to change. One of the greatest weaknesses of many organisations is the delusion of being in control. The future is loose - loose organisations, loose management styles and loose ways of working. Author Martin Thomas describes how more open ways of thinking and operating are beginning to pervade even the largest and most complex institutions, from global corporations to government departments.

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Crowd Surfing: Surviving and Thriving in the Age of Consumer Empowerment

The way people buy has gone through a massive revolution in recent years: thanks to blogs, review sites and chat rooms, we no longer have to rely on what a company says about its products and services - we can read what our fellow consumers think about what they've bought, and make our own decisions bearing those views in minds. The result? Empowered customers who know exactly what they want and who can now explore many ways to get it.

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The Contagious Commandments - Ten Steps To Brand Bravery

Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance?

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