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Marketing planning

As digital transformation continues to shape the new relationship between healthcare providers and their customers, upskill your pharma marketing team with the key digital skills and tools to improve performance

The question of the key digital skills and tools in the pharma industry is an ongoing challenge. Pharma marketing generalists plan and optimize marketing strategies, campaigns and product launches, requiring a T-shaped digital skillset and continuous professional development to oversee all marketing activity. Pharma digital specialists manage day-to-day optimization of key digital channels, the new front-line of customer engagement. Investment in tools and training for these staff is crucial for your company's growth. Of course, the breakdown of these channels will depend on your pharma company's positioning and target markets, which we will visit further on in the article.

Why invest in digital marketing for pharma?

Improved distribution of, and accessibility to, pharmaceutical data and information is accelerating customer-centric disruption…

Streamline your digital marketing strategy through omnichannel marketing planning

Knowing where to start and how to structure a plan is often the most difficult part of planning, especially if you aren’t experienced in creating plans. You may already have one plan or several in place and will be thinking you don't need an omnichannel marketing plan on top of that.

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Depending on the type and scale of business, you may have all kinds of different plans in place - both business-wide and for individual channels where different people are responsible for each. For example: The business plan Marketing plan Digital Marketing plan (may or may not be integrated into the marketing plan) Advertising plan Customer acquisition plan Email marketing plan A retention plan A social media marketing plan Conversion optimization plan That’s a lot of plans and a lot of complexity. All these plans can overlap and even pull in different directions.…

Mistakes happen but there are many that can be avoided when it comes to digital marketing plans. Being aware of common mistakes helps you improve digital marketing

Even the top marketing gurus can implement bad marketing strategies if they don’t pay attention to the nitty-gritty, unspoken rules. While they may look good on paper, even the smallest mishap can completely derail favorable results. In this blog, we will cover 5 areas where you can improve digital marketing performance. Pay attention to these errors so you can best educate your teams and adapt your strategies to avoid dicey marketing situations. Although you might think you’ve heard it all when it comes to managing marketers, it always pays to look for the weak spots in your goals and plans. Without further ado, let’s dive into 5 examples where you can improve digital marketing...

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1. Your strategies cross the line between informing and spamming

Although we…

With the launch of our brand new Learning Paths - offering practical, strategic marketing courses online - discover which marketing training solutions have been the most popular

Deciding on a marketing course to optimize your strategy in 2021 is tough. With so many marketing training options, you need a solution that's practical, data-driven, and proven to generate results, quickly. Read on to discover our Smart Insights members' top Learning Paths and resources in each membership tier.

Top Business Professional marketing course: Manage change for digital transformation

Module from Digital Transformation Learning Path for Business Professional Members Digital Transformation is the use of new, fast and frequently changing digital technology to solve problems. However, a Boston Consulting Group report found that only 33% of significant IT projects have been fully successful since the year 2000. The danger is that the benefits of digital transformation are not being fully achieved as organizational barriers can hold…

7 steps to creating an effective marketing plan

A marketing plan is a bit like a job description for your company. Everyone should have one, but they’re often not fit for purpose, out of date and reviewed infrequently... Research has shown that businesses with plans succeed, outperform competitors, and retain staff, more than those with no plan. Without a plan there’s no direction for the company or its employees, decisions can be uninformed, opportunities can be missed and threats can damage or destroy the business. Whether you are looking at creating a traditional marketing plan or a multichannel digital marketing plan, here are the seven steps to creating a marketing plan.[si_monthly_campaign_blog_cta_banner id=156432]

What is a marketing plan?

A marketing plan is your place to document the process of managing and optimizing your digital marketing strategy and creating a roadmap for future growth and business development. This includes setting SMART objectives, vision for digital channels,…

Do you know your 4Cs from your 4Cs? Read more about these two marketing models, plus find practical examples to apply to your marketing strategy

What is the 4Cs marketing model? Two groups of marketers have created the 4Cs marketing model. This often leads to confusion about what’s being discussed and where! Let’s clarify the two models:  The 4Cs to replace the 4Ps of the marketing mix: Consumer wants and needs; Cost to satisfy; Convenience to buy and Communication (Lauterborn, 1990).  The 4Cs for marketing communications: Clarity; Credibility; Consistency and Competitiveness (Jobber and Fahy, 2009).

Lauterborn’s 4Cs: Consumer wants and needs; Cost to satisfy; Convenience to buy and Communication

What is it? In 1990 Bob Lauterborn wrote an article in Advertising Age saying how the 4Ps (he didn’t address the 7Ps) were dead and today’s marketer needed to address the real…

How to strategically manage your marketing spend in 2021 with 8 integrated marketing budget templates

Setting strategic and channel direction, working toward commercial objectives and KPIs and monitoring success is great, but if you're not tracking your ROI per channel it's hard to understand how much money you've had to spend to see a return. That's why you need a practical, accessible marketing budget.

How much budget is allocated to marketing?

According to the February CMO survey, marketing budgets were expected to grow 6.7% in 2020. However, the July edition found the real-term figures had shrunk in the wake of the pandemic and global recession, equating to a rise of 1.6% in marketing budgets overall over this year. In a competitive environment for marketers, reporting and forecasting marketing spend is more important than ever. Meaning if you can't prove a tactic has been successful, it will be even more difficult…

What are the essential parts of a business plan template?

Understanding and creating different types of marketing plans and knowing when they are needed is essential to creating a thriving business. But it can be difficult to know which type of plan to use when and how best to structure them. In this article, we look at the essential parts of a business plan and show how to lay it out. Our new, free PDF download detailing the different types of marketing plans will help you structure different types of plan and gives recommendations on how to make them effective.

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What is a business plan?

A business plan…

From annual to 90-day planning that rocks

Has this happened to you? You spend a ton of effort creating your marketing plan, you feel great about it. You’re going to move forwards with clarity on those important initiatives. Tasks are planned week by week and resources allocated... The ink has barely dried before the first curve ball arrives. You’re back to the plan, juggling and adjusting, trying to hold it together. That’s frustrating enough, but it’s not long before the next curve ball. Redraw plans again. Soon you wonder why you spent the time trying to plan in first place. The sand shifts so fast planning seems pointless. You are not alone. I’ve seen it happen too many times. The net result is: People outside the team are frustrated because those bold initiatives with planned dates rarely happen as planned People inside the team are frustrated. Continual chop and change kills productivity and is frankly demoralizing You end…

How to develop a clear marketing brief that unlocks insight and gets to the heart of the marketing challenge

Our primary role as marketers is to constantly solve new and different types of challenges and demonstrate this insight through an effective marketing brief. From a client-side perspective, this may be responding to a change in the market, for example, a new competitor disrupting the status quo or a sudden change in consumer demand as a result of a new trend. From an agency perspective, this will often involve responding to a client request to help formulate a strategy for a new campaign or initiative, usually in support of the challenge they’re attempting to solve! I’ve written about the importance of an effective marketing brief before and its positive impact on both clients and agencies. However, whilst a written brief is essential, one of the keys to the success…