Achieving the degree of common brand identity of Coca-Cola® consumer brand global campaigns, a dream for Pharma global marketing managers? Centralizing or decentralizing that is the question….
Narrative and storytelling are sometimes used as synonyms, but we consider narrative as the comprehensive building and construction of a story. Storytelling allows to organise the series of events, while the narrative provides how to structure the event.
The narrative takes the audience on a journey and that journey triggers emotions.
It involves a structural framework of how the story is presented to the audience (shaping the story).
Our brains love stories. Many experiments showed that stories engage several parts of our brain and that’s how you achieve ultimate engagement from your audience. What sticks in our mind are the facts and details that are wrapped in a story. Which is what we want the HCP to experience as opposed to processing simple facts that he will certainly forget. So, storytelling incorporated with scheduled message management is what will definitely boost our chances to reach the objective of HCP’s retention.
Containing costs has actually been Pharma companies’ mantra for many years now. On a marketing perspective, performing at campaign management is crucial as expectations often weigh more than budget plans. For that reason, it is an imperative to make the most of your promotional materials. Since ineffective campaigns can hurt the bottom line, any marketing efforts put out there must be leveraged by methods that will boost HCPs’ engagement as well as experience.
We think campaign management just like a TV series.
As the world is now changing the way it operates, industries are also forced to embrace disruptive digital solutions as soon as possible to overcome current challenges. Digital has already transformed the pharmaceutical industry in many ways. The most significant one being the way they communicate and engage with …