Strategies for Marketing & Branding for a Pharma Company
Prior to launching the marketing campaign for your newly licensed NCE, it is imperative to conduct team interviews to identify the target audience, knowledge gaps and blind spots from historical marketing campaigns. These interviews could be one-on-one structured or semi-structured conversations. Extended interviewing of consensually selected healthcare payer industry experts with adapted questions could also be performed for refinement and reflection of the internal findings. Focus groups/structured meetings consisting of 5 to 10 team members each from a different target market segment or a cross-section of a value chain could also be conducted to brainstorm a storyline and develop content. As a further refinement strategy, surveys of closed research instrument design will test attitudes and perceptions on both the current pharma product offerings and clearly defined future ones to a selected pool of healthcare payers. The objective here is to check on congruency of the story dev...