Our Blog

Previously we wrote an article explaining how the healthcare and life science industry is shifting to a patient-centric model. A model revolving around empowered patients, and outcome-based solutions. 

We explained how patient-centricity is reinventing the way that pharma sales reps engage and interact with healthcare providers and patients, and how it can be used to improve the pharma sales process.

Patient centricity is more than just a new trend, or catchphrase, it is a crucial mandate that 90% of pharmaceutical executives believe in delivering. 

*Updated on July 21, 2016 

Patient centricity is more than just a new catchphrase. It is a mission statement that needs to be upheld by today’s pharmaceutical companies.

Healthcare is becoming patient-centric. Pharma and life science industries must respond to this change and become value drivers for patient-centricity throughout their operations. This creates an opportunity to reinvent the pharma sales process, transforming the healthcare experience and improving the lives of millions of patients.

The new market environment requires high levels of collaboration between pharma sales reps (PSRs), healthcare providers (HCPs), and patients. They must work together to achieve their common goal.

This article (and this infographic) will discuss how patient centricity is reinventing the pharma sales process. What is driving this change? How can we become patient-centric? What are the outcome-based solutions? And how can we measure return on investment from these activities?

Over the last decade, several trends have impacted the life science industry. The most notable changes have occurred in the behaviours of healthcare providers (HCPs), and their feelings towards the industry and pharmaceutical sales reps (PSRs).

Face-to-face trust-based relationships are very important for pharma sales and marketing success, but HCPs are increasingly inaccessible for in-person sales presentations. Worse still, many HCPs distrust the sales content and communications that they receive from pharma.

Today we explore what this means for the pharma industry, and how pharma can turn the tables on these trends.

Renewed interest in account based marketing (ABM) with integrated sales and marketing automation technologies has sparked a wave of personalized digital content innovation.

ABM is no longer a strategy reserved for major enterprises, many are now applying ABM across their sales process for a variety of client types.

Today’s article concludes our mini-series on ABM with examples of ABM in a B2B digital sales process.

As interest and investment in account based marketing (ABM) grows throughout 2016, many are undoubtedly asking the question – how do I implement an account based marketing strategy?

As with any marketing approach, tactical decisions influence the effectiveness of an ABM strategy.

Today’s article explores the 5-steps for successfully implementing an ABM strategy.

Although account based marketing has shown promising returns, like any marketing program, it isn’t without its risks and drawbacks.

Understanding the challenges of account based marketing implementation enables marketing and sales to mitigate unnecessary friction and maximize ROI from the initiative.

Today’s article explores the top 5 problems with account based marketing.

As interest in account based marketing continues to reach new heights in 2016, businesses are racing to adopt the right set of strategies needed to integrate ABM into their digital sales process.

The benefits of ABM are clear, and those already mapping buyer personas and creating digital sales content for inbound lead generation are best positioned to implement an ABM strategy.

The challenge with ABM is trying to apply a completely new approach to a strategy (content marketing) that many are still wrapping their heads around.

Today’s article explains when and why you should implement an account based marketing strategy.  

Account based marketing looks poised to take 2016 by storm. A huge resurgence across 2015 shows no signs of stopping, and many are racing to adopt the right tactics across their ABM endeavors.

Knowing when and how to use account based marketing effectively across the sales process means understanding why it works, and how it differs from other digital sales content strategies.

Today’s article explores the need-to-know reasons why account based marketing is worth using across the sales process.

Account based marketing has seemingly sprung into popularity over the course of 2015, and stats, articles, and discussions about the strategy can be found daily across social media.

Interestingly however, account based marketing isn’t a new phenomenon, nor are many of the strategies that make up effective account-based communications.

Today’s article explores the growing popularity of account based marketing, and why interest in the strategy spiked across 2015.

CRM implementation is still growing strong with small businesses now moving into the CRM industry; however, long time users of CRM are starting to become familiar with one of CRMs major hurdles: adoption.

A main topic of discussion at the Salesforce World Tour in New York was ‘adoption’ (Source: Ancile, 2015). With implementation at record highs, and sales adoption of CRM beginning to decline (Source: DestinationCRM, 2014), a spotlight is being cast on CRM ROI and effectiveness.

Today we examine the declining adoption rates, and offer our suggestions for greater CRM adoption.