Customer centricity vital to pharma branding - white paper

Customer centricity and collaboration must be at the heart of any pharma branding campaign, according to a new white paper.

Pharma communications firm Blue Latitude argues that a new business model is emerging in pharma because the needs of the customer are becoming aligned with emerging healthcare policies.

As a result patients’ and carers’ needs should be integrated into the makeup of the brand.

In the ‘Perspective’ white paper, experts from Blue Latitude give a series of tips to ensure communications, campaigns and services resonate with customers and meet business goals.

Tips from Blue Latitude include:

Create a master repository of searchable insights that can be used to help develop comms projects
Use a “magnifying glass” approach in the analysis of data to boost the value of research, to guide the research and create brand differentiation
Use social listening to get under the skin of customers and your competition, and identify digital opinion leaders

The paper also asks pharma companies to question whether they are faking innovation, and whether the solutions they produce are really aligned to the needs of the patients.

“The best CEOs understand it’s not a moment in time or gimmicky tech, they see innovation as a process with deep understanding of the customer at its core,” said report co-author Elisa del Galdo.

Blockbusters are gone

And in a separate white paper specialist pharmaceutical wholesaler CHAPPER healthcare discussed the changing requirements in terms of pricing, access and supply of drugs now the age of blockbuster drugs has gone.

The white paper offers tips and advice on:

Distributing specialty medicines within Europe, including the impact of Brexit
The benefits of managed access programmes, and how they could help patients get drugs faster
The rise of the empowered patient
The impact of digital technology on the consumer

For the Blue Latitude paper, click here, and for the CHAPPER paper, please click here.