KANTAR HEALTH BLOG

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  • DRIVING CUSTOMER CENTRICITY THROUGH INDIVIDUALITY

    by Eric Matthews  |  Dec 3, 2017
    Are you treating your customers as individuals, or are you simply implementing a stiff global campaign with limited variety in messaging? While a one-size-fits-all approach allows you to be consistent in your messaging, it's often too rigid to take into account the specific situations of individual customers.
  • Designing An Impactful Touchpoint Optimization Strategy

    by Eric Matthews  |  Nov 19, 2017
    Translating touchpoint optimization into tangible sales results is your objective, but how do you get there?
  • Realizing Full Potential in Multichannel Marketing

    by Eric Matthews  |  Nov 13, 2017
    It's easy to get distracted by a shiny new opportunity or sexy new channel; but it's hard to cut through the noise, be effective and provide something of value to the customer.
  • Someone Change The Channel

    by Mark Sales  |  Nov 3, 2017
    Our current multi-channel approaches for pharma are staid and in many cases just don't have an end point that makes business sense. We know that brand equity is not only linked to sales but to future performance of the brand. You can read more about this in our recent Edge of Insight Report, which details that 25% of brand equity is attributed to recent touchpoints, of which most of this is still due to the sales force.
  • With the handballing of the brand from Access to Marketing to Sales, ownership of the brand is often disconnected resulting in opportunity unrealized. Today, the world is far more complex and there is greater realization by brand owners that decision making is not at all linear, rational and controlled.
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