Anthill is just back from eyeforpharma’s Marketing and Customer Innovation Europe conference in London. As usual we were busy meeting, presenting, debating and – most importantly – listening. To give you a flavour of the event, our delegates report back on the major trends.
This year the conference theme was ‘Use Data and Insight to Deliver High-Performance Modern Marketing for Pharma’. Paul Simms of eyeforpharma nicely summed this up as “more science in our marketing” – a call to be both more rigorous and innovative in how we engage our stakeholders.
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Under this umbrella theme our delegates uncovered three big trends:
Heightened focus on customer experience
One of the key themes was the critical importance of creating best-in-class customer experiences. The presentation from Salesforce honed-in on this point, with some entertaining examples of what good & bad customer experiences look like.
Similarly, a great presentation from J&J encouraged pharma marketers to look outside the healthcare industry for inspiration, because the use of digital technology in daily life has changed expectations in healthcare. Now our experiences as consumers typically set the benchmark for communication and services – and consequently there is need to apply a ‘consumer mindset’ to engagements with life science stakeholders.
A question of collaboration
One of the big questions that came out of several sessions was to what extent should pharma build and run its own projects rather than partner with others? This is something that we at Anthill always consider as part of our ‘competitive landscape’ analysis. By asking ‘Who is doing what and doing it well?’ it’s possible to consider which competitors could potentially become collaborators.
What’s clear from London is that more voices in the industry are advocating partnership. A growing focus on treatment outcomes is driving many companies to switch from ‘sales to service’ and seek a lasting impact on a disease with more holistic solutions developed with partners.
Clinical use of digital technology
The London conference also showed a clear trend for using digital technology in clinical settings. Astra Zeneca and Babylon Health demonstrated a powerful diagnostic tool that uses AI, natural language processing and machine learning to provide online diagnoses delivered through an intuitive customer experience. Likewise, Servier showed an AI-driven psychotherapy treatment for depression patients, a tool that is clinically proven and even reimbursed by one major German health insurer.
Take the next step
As the London conference showed, customer experience is in focus. Many life science companies are right now looking to expand their e-detailing to a bigger multichannel experience. To show what can be done, Anthill has created an e-book ‘multichannel e-detailing’ that lays out the opportunities.