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Pharma and its Love of Deal Making. All Good This Time.
The recent 3-way deal between GSK, Novartis and Lilly represented a major transaction for all three companies. The deal has been scrutinized by the Street like a master chessboard swap of assets, in...
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Traits of a Healthy Marketing Agency
As closerlook passed 100+ employees last year, I began to reflect on what makes (and keeps) an agency healthy. Although there are many qualities that one might attribute to a healthy agency, I’ve...
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Expectations on the Rise for Digital Marketing in Pharma
I’ve begun to observe among our clients a distinct shift in expectations for the role of digital marketing. Even though pharma marketing budgets continue to invest in the traditional channels of...
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Is it Digital Marketing or just Marketing?
In a recent article about the future of pharma, Craig DeLarge was quoted extensively about how to organize a “center of excellence” within a pharma company to ensure it is taking advantage of digital...
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The Four Cs of Building a Customer-Centric Marketing Culture
I recently participated in the Digital Pharma East conference in Philadelphia. At this annual event, 200 to 300 pharma marketers and their agencies gather to talk about digital pharma and trade...
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The Four Cs of Customer-Centric Marketing Culture, Part II
In the last blog post, I covered the first two Cs of Customer-Centric Marketing for pharma, Commitment and Courage. We need to make a Commitment to building a data and insight culture. This begins to...
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The Last Mile in Healthcare Delivery
Lately, I’ve been thinking about the impact of the changing healthcare landscape on the people who actually deliver the healthcare – the healthcare professionals - as millions and millions of more...
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Digital Marketing for Pharma: Just Do It
I don’t want to be overly skeptical about the role of innovation in pharma, particularly in the digital marketing space. But a couple of experiences in the last few weeks have led me to wonder whether,...
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Pharma…at the moment of truth
There is a moment of truth between a doctor and patient when a diagnosis is made and a treatment regimen is determined. It might be a routine ailment with a simple standard of care protocol. Or it...
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Pharma Marketing: A Peak Behind the Curtain
Changes in healthcare in the United States have reached the inflection point where everyone in the industry needs to reevaluate their business model and value proposition. Full stop. The parents of...
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Pharma Marketing: How We Learned to Deliver Confident Counsel
The transformation of closerlook into the firm it is today started simply enough. We realized that we had become what so many agencies strive for, the “trusted advisor” for our clients. But that wasn’t...
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Pharma Data: Expose It to Understand, Embed It to Transform
In my last blog, I talked about the technical challenges of getting customer data from multiple agencies all in one place. Oh yes, and the corporate culture challenges, too! Challenging but not...
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Building A Master Data Vortex for Pharma
Nothing powers measurement, intelligence and insight like data. But what kinds of data, you might ask? In the past, the “data” that fed customer insight and marketing strategy was usually based on gut...
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Pharma Marketing: The Heart of Software and the Face of Services
Is the future of digital marketing primarily services or software? That is of course an overly simplistic question, but it’s one I think about frequently. My conclusion? It will be both. In the future,...
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The 3 Questions that Data Should Answer for Successful Pharma Marketing
In a recent posting I introduced the idea of a “master data vortex.” The one place where we gather enough data from enough customer activities to derive truly actionable insight. If we’re only looking...
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