Listen, learn and lift off

In our cover article this month, Danny Buckland looks at how how insights from patients and HCPs are powering a new era of launch excellence. As Danny explains, the previous certainty around launches – the preparation, research, message testing and then the final countdown that all followed a measured path – has been changed by the huge disruption caused by the pandemic.

He goes on to say that, despite this, a new suite of digital channels and engagement strategies has emerged, and the prime objective of keeping healthcare professionals and patients at the heart of mission control remains. Read more on page 26.

Also in this month’s issue, we have a holistic strategy article – Lessons from a pandemic.
Implementing a holistic strategy can be frustrating or impossible, and COVID-19 has delivered a scenario where developing the strategy for any brand is a challenge. Read more on page 34.

Our article on brand planning on page 36 looks at why pharma marketing teams need to embrace new age social intelligence or risk being left behind, and why brand planners must pay more attention to the voice of the patient, ensuring those insights are at the heart of brand strategies and marketing-led interventions.

Looking ahead, our May issue will look at how COVID-19 has renewed the focus on behaviour change. The COVID-19 pandemic has brought a sharp focus to the importance of behaviour change. But behaviour is complex and the factors that trigger our decision-making are human, personal and nuanced. So how do you encourage people to take steps to change their behaviour?

If you would like to make your voice heard on this topic, please get in touch at sales@pmlive.com

I hope you enjoy this issue!

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