Recently, I spent a productive day working with a smart group of consumer agency partners to integrate and finalize 2010 Marketing Plans for a Pharma brand we all support.
Our conversation centered around the brand promise and the patient experience throughout the decision and treatment journey: from awareness and consideration, through conversion, adherence and advocacy or brand champion. We discussed the impact of different triggers and barriers, or where we might lose consumers (leaky buckets), which targets should be high priorities and why, and how the patient journey is no longer linear. (You may also want to read The New Marketing Funnel by Adam Cohen at A Thousand Cuts.)
All the stuff you might expect a consumer team to collaborate and consider…Sounds good… EXCEPT… the work represented only the consumer team– or one of the brand’s customers. Continue reading