John Curcio

Pharmaceutical companies continue to spend over $6 Billion dollars in marketing to patients, physicians, and targeted HCPs. With the ever-growing and rapid changes in technology, regulation, and consumer buying patterns, it has become increasingly difficult, and more essential than ever before, for marketers to successfully reach and engage their target market. Additionally, marketing is continually faced with the question of truly how effective are pharmaceutical marketing campaigns, and how is success measured?

Many pharmaceutical organizations have a disparate approach to marketing with each brand team working independently. The role of Market Excellence is to share best practices across brands, focusing on creating a consistent and harmonized set of solutions and messaging for the organization. Their processes and tools, when executed well, produce highly targeted and segmented personas, produce informative and specific content, and utilize a multi-channel approach.

This discussion and workshop will look at critical areas of marketing and define current best-in-class trends that are being utilized, and how they are applied today. The discussion will cover relevant topics such as digital marketing, targeting, product launch, and messaging. The workshop will take a deeper dive into sharing ideas and defining from a peer perspective innovative way that pharmaceutical companies can ensure better success metrics.

Pharma’s digital revolution has allowed for brand new technologies and insights to be introduced into the workflow. While the capacity to garner information on our customers has gotten better, there is still the need to build creative capabilities to put those insights to good use. Our conversation will explore ways pharma marketers can look outside of the industry to draw inspiration on how to approach their marketing campaigns.