The road to delivering true customer centricity and an experience that connects customers to
your brand means that pharma needs to adapt. In order to transition from an assets position to a
solutions one, pharma needs to address an important question: How can we launch for a solution, not
just a product?
• What would you define as a “solution”? What would you measure
• "Solutioning" implies outside the comfort zone thinking. How does your
organization support that? Is innovation just a buzzword?
• What models or methods would you recommend marketers leverage to build
solutions? E.g., journey mapping, design thinking and script journey.
• Pharma's innovation landscape today needs work. How can we solve
current and future unmet market needs?
• There is value beyond the pill, and we need to actually go beyond a
Patient Hub. But where does "beyond" take us from an executional perspective?
• Can pharma adopt a company culture that is less risk averse and lends
itself to improved operational efficiency to allow for more innovative tools and offerings? Will this
• How do you support ways of working within a cross-functional
environment that balances speed, relevance, demands and utility to get where we want to be, in terms
rolling out solutions?
• What should you look for in a partner? How do you partner with
specialty vendors that provide services?
• What are the key KPIs for solutions? How do you bridge KPIs to program
• Technology while being an enabler can also take time to build and
deploy. How do you all overcome IT bottlenecks to deliver solutions?
How do we manage the role of data insights, overcome in-house capabilities and limitations,
and store data internally in order to start working on and delivering solutions?
• How are How are pharma marketers using people, processes and
technologies to separate the signal from the noise inherent in all data types?
• Can pharma marketers truly cross the chasm (think of magnitudes of the
Ministries of Health, the FDA, Health Canada, and the European Medicines Agency) in leveraging the
“wellness data” locked in the consumer/payer market(s) to deliver patient engagement programs that
create value in key therapy areas?
• Now that we have sales force automation and marketing automation in
place, how can we make sure that fallible humans do not make these systems fallible? Can we ever do CLM
• What has worked in marketing mix modeling? What has not? How can you
get senior leadership to buy into the ways of working in this digital world? How can we best set up a
framework of governance to measure and act on both leading and lagging indicators relative to brand
• How can we leverage data to be the common glue that builds
relationships with legal, compliance, regulatory and R&D functions? How can we deploy AE and PV
processes that deliver compliance and insights?
• What about the smaller guys? In smaller companies, many other
functions do not fully appreciate the commercial technologies built prelaunch. How can we break down
the walls between groups? E.g., Can call trees serve your medical information group to capture AEs
• The dreaded three letter word – ROI. What gets measured gets done.
Therefore, how do we measure the right things accurately?