• Improving Sales Effectiveness: How to Turn White Noise into Recommended Strategies

    Panorama by on October 26th, 2015

    When my children were small, we played white noise soundtracks in the nursery to help them drift and stay asleep. It was like a magic elixir that helped drown out distractions and allowed my wife and me to catch up on our ZZZZs. The term “white noise” technically refers to random noise with a uniform […]

  • How to Do Digital: 5 Steps to Kick Start Dynamic Digital Initiatives

    Digital Strategy by and on June 13th, 2015

    Everyone in the life sciences industry talks about how vital it is to integrate digital into commercial strategies in order to more efficiently target audiences, engage in relevant conversations, and improve conversion. The question is: How? Without a proven “how to do digital” manual, industry marketers have largely relied on trial and error—the results of […]

  • The Seven-Course Experience: How Pharma Needs to Approach Multichannel

    Panorama by on February 13th, 2015

    Brentwood is a quaint, French-inspired bistro in Little River, South Carolina famous for its seven-course dining experiences. The award-winning chef, Eric Masson, describes “it’s not a meal, it’s a journey.” Each culinary adventure at Brentwood begins with a light, seasonal surprise to whet the palate. Then, the first course tantalizes with a gently seasoned seafood […]

  • Marketing to the New Physician Corporation

    Feature Articles by on October 24th, 2014

    The times are certainly ’a changing—perhaps nowhere more evident than in the U.S. healthcare delivery system. The traditional share-of-voice model employed by the life sciences industry to commercialize its products no longer suffices. Instead, the industry must meet the demands of a complex, diverse audience while reducing costs and improving patient outcomes. Selling in this […]

  • Technology in the Cloud: A Pangaea for Pharma Adrift

    by on September 23rd, 2014

    Scientists say that all of the Earth’s continents were once united into one land mass called Pangaea. Natural forces then pulled this giant island apart, forming continents separated by expanses of ocean. Similarly, the life sciences industry functioned as isolated entities for many years but this seclusion model is no longer sustainable in a global […]

  • Quarterbacking Multi-channel Interactions

    Feature Articles by on August 8th, 2013

    It’s the fourth quarter, a tie game with 45 seconds left on the clock and third down. Suddenly, the defense blitzes the quarterback. Does he pass downfield or carry the ball? Does he stick with the play or change directions and hand-off? Only the quarterback can make this game-time decision. He is the only player […]

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