For those working in marketing within the Pharma ecosystem, this report from Fierce Pharma Week is worthy of a read. Although in truth there are no real surprises: I know most of you recognise the findings in your own organisation.
There are, it seems, eight pressure points shaping pharma marketing right now, with the headline being that the constraint isn’t strategy. It’s whether content can be delivered fast enough.
For an agency built on delivering brilliant content quickly, cost effectively, brilliantly and then amplifying it across every relevant channel, it’s not a surprising verdict, indeed it’s a validation of the argument we’ve been making for years.
Key findings
- The focus must be on deep, repeatable engagement with tightly defined audiences. Don’t shout louder or wider, shout smarter.
- ‘Create once, use everywhere’ is the aspiration, but it keeps breaking because content is too often built for one channel. This aspiration is precisely why we built our Opportunities to Engage methodology where we engineer a single-minded proposition into meaningful content for every audience and every channel.
- Too many efforts still default to one audience segment, irrespective of what actually shape outcomes. We need to recognise all the influencers and decision makers and serve them equally well. We need to appeal to the emotional drivers and not just the rational ones. We need to create differentiating communications that capture both hearts and minds. And then measure the results.
The key takeaway from this report is that speed and precision are inseparable.
That’s the case I’ve made since 2005 with the birth of Realia. Great content, delivered brilliantly across every channel your audience uses, doesn’t have to mean choosing between quality and pace. Indeed, in a market where content delivery is now the single biggest constraint on strategy, that combination is no longer a nice to have. It’s a must have that is within reach.
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