Marketers: What Would A Pharma Marketing Champ Do? 9 Imperatives for 2010 (part 4 of 4)

Muhammad-Ali: 1976 World Heavyweight Boxing Champion. | Photo: Frank Tewkesbury/Evening Standard/Hulton Archive/Getty Images
This is the final post of a four-part series.

What Would Steve Jobs Do?

What Would Google Do?

What Would Jake and Rocket Do?

These are champs.

What would a ‘new marketing’ champ do in Pharma and Healthcare?

Here are 9 imperatives I see for Pharma Marketers as we enter 2010 and a new decade:

  1. Adopt human-centered thinking across everything you do. Both Steve Jobs and Google share a relentless focus on knowing and pleasing their core customer – the consumer. No detail is ignored if it brings value. Importantly, these champs don’t think of consumers sporadically or when it’s convenient, but in every decision and action they take.  The customer experience is front and center from beginning to the end.Pharma and Healthcare marketers: are patients at the center of everything you do? Really? As Steve Jobs might ask, are you taking full responsibility for your patient/e-patient user experience? Are you thinking about every touch along the treatment pathway, that is no longer a straight linear line, but made of multiple touches, information and influences often hitting at once and with circular repetition? (You may also want to read: Is Your Brand Patient-Centered? 5 Critical Success Factors) Continue reading

Some of the Best Healthcare Blogs and eBooks of 2009

As we move into 2010, I’ve been thinking a lot about what I’ve learned this year, much of it triggered by the tremendous number of thought leader blogs, eBooks and white papers that I’ve read this year.  While there is no way to capture all the great work happening 24/7, here’s a smattering of a few (well maybe more than a ‘few’) that you may want to read or re-read as we get ready to step into 2010…

Topics cover a range- from social media and technology, to ePatients and marketing, including implications for Pharma and Healthcare, in the US and Europe. Please feel free to share other posts that you found valuable. Happy reading…  Continue reading

Best Learning Actions for Healthcare Marketers in 2010? (free eBook)

Inspired by Alvin Toffler’s quote: “The illiterate of the 21st century will not be those who cannot read or write, but those who cannot learn, unlearn, and relearn,” we asked 12 leading bloggers and healthcare thought leaders to share their reflections: what would they recommend as top learning strategies for Pharma and Healthcare marketers in 2010?

Overall, there were six themes that contributors brought to life:

1)  e-Patients are at the center and critical to learning and design;
2)  Authenticity isn’t a ‘nice to do’, it’s a ‘must’ (and you won’t be the one who decides whether you’ve succeeded);
3)  Don’t’ get distracted by ‘bells and whistles’-remember the basics and keep your brand core strong;
4)  New marketing challenges require new ROI thinking…the ROI of connection, authenticity and compassion;
5)  The marketing cycle of life is going through unprecedented change requiring all marketers and communications people to unlearn much-the movement from paid marketing to earned marketing requires a different mindset and skills; and
6)  Effective marketing and engagement will require new kinds of leadership skills.

Or as Steve Woodruff would say, “it’s a holiday grab-bag of nuggets from the wise travelers–some myrrh, some gold, some SEO, some patient communities–stick your hand in and grab some goodies!”

My heartfelt appreciation to the 12 contributors-yet another example of the power of the community.  Continue reading