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Strategic Planning (marketing & sales)

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

By Adam Price

8 minute read —

5 minute read —

Using e-commerce as a transactional sales channel is only HALF the story

In the first of three articles, we will share some essential (yet basic) advice on how to nurture and grow your eCommerce knowledge…and business

My three big lessons about brand purpose from Most Contagious 2019

The Most Contagious event looks at the most important campaigns and trends in marketing, technology and consumer culture from the past year. Here are the three big things relating to brand purpose that I took out of Most Contagious 2019...

8 minute read —

Contagious ideas – how to tackle 2020's brand challenges head on

Last week we attended Most Contagious 2019, the signature event from our partner Contagious that showcases the big brand movements of the year and a heads up on what will shape the year ahead. Throughout the event, three themes stood out:

4 minute read —

5 lessons we can learn from Thomas Cook

Thomas Cook innovated in how we travelled, where we travelled and how we paid for hotels. The cause of Thomas Cook’s collapse is well documented. But, the question is this… is it inevitable that long standing brands in evolving sectors are at risk?

4 minute read —

Drive a perfect launch with inspirational brand development and agile deployment

Smart organisations are continuously looking for ways to reduce or eliminate friction and create smooth hand overs - here are the challenges and opportunities we see today.

4 minute read —

Pharma Leaders: best practice Brand Development

Launch excellence - how to get the most out of your Brand Development Capability through both inspirational, innovative brand development and agile launch deployment.

4 minute read —

Pharma Leaders: best practice Launch Deployment

How to get the most out of your launch deployment through both inspirational, innovative brand development, as well as agile launch deployment.

5 minute read —

Combining customer experience and precision marketing to activate Pharma brands

We know the importance of understanding the customer experience in Pharma to inform strategic choices. But when it comes to activation, the power of a great customer experience in Healthcare isn’t quite so obvious.

2 minute read —

Pharma: your customer won’t wait for you to listen to them

OxfordSM are pleased to be at eyeforpharma’s Marketing and Customer Innovation Europe summit – where we’ll be joining with customer-focused pharma leaders to harness the power of customer experience in healthcare.

6 minute read —

The emerging use of AI in Neurology to drive accurate diagnosis

It’s clear that AI is an ever-evolving technology that has wonderful applications. However, AI inherently relies on large, high quality, complete collections of data, and in Pharma those can be harder to find than perhaps you might expect.

3 minute read —

How a portfolio brings added value to Pharma

The company behind a range of pharmacological therapies is often less well known. This creates a particular challenge when trying to understand and quantify the added value having a portfolio of brands, treating one specific disease, brings to a company.

7 minute read —

Using growth to bridge the age-old sales and marketing divide

What can be done NOW to get sales and marketing to stop bashing heads and start realising that their roles are, by definition, entirely complimentary?

Latest videos

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How focusing on the consumer experience can break down silos

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Experience mapping in Healthcare

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The five principles of capability building

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Do we understand the importance of pricing?

How focusing on the consumer experience can break down silos
Experience mapping in Healthcare
The five principles of capability building
Do we understand the importance of pricing?

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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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