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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 —

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?

3 minute read —

Clinical Thought Leaders have feelings too

The Pharma industry works with Clinical Thought Leaders to understand remaining unmet needs, analyse data, and design and develop new drugs and new clinical trials. Their first-hand experience and wealth of knowledge is vital to drug development. However..

4 minute read —

The changing importance of Share of Voice in Pharma

We believe that share of voice is no longer the only indicator of success that you should be using in the rapidly changing world of Pharma. Here are the two new indicators of success that we think are critical.

6 minute read —

5 lessons from Sustainable Brands Paris 2019

The Sustainable Brands Paris conference taught us that challenging existing business models can not only step change your impact, but also identify new opportunities for growth. Here are the top takeaways from the conference.

4 minute read —

Six key principles to deliver a great virtual classroom experience

Many of us have seen and felt the power of virtual classrooms. Some experiences will have been great and some probably a bit average. Having run several hundred successful virtual classrooms, we thought we’d share what we think helps make a great one.

4 minute read —

Navigating healthcare’s new world: principles for planning your transition

This year’s #EyeforPharma conference opened with ‘5 Bold Predictions for Pharma’. Here's what we think these thought provoking predictions mean for pharma company teams facing these challenges

3 minute read —

Four key trends which will shape the future of pharma

Thinking about any brand launch requires you to consider what will change before or close to launch, we believe that keeping 4 key customer trends in mind will increase your chances of a successful launch in the rapidly changing world of pharma.

3 minute read —

Purpose, a route to regaining trust in Big Pharma

As an industry, since its roots, Pharmaceuticals has devoted itself to creating products and brands that transform patients’ lives. From vaccines that eliminate diseases, improved treatments for cancer and drugs that significantly reduce the risk of heart attacks and stroke, Pharma has much to be proud of. And yet, many people don’t trust Pharma.

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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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