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Brand teams: They're not what you think they are

Head of Commercial Matt Bolton of Blue Latitude Health breaks down what we mean when we talk about eliminating the last silos in pharma marketing.
Consultancies have been banging on about silos and joined-up brand teams for years now, and many companies have taken heed and started to work on breaking them down internally. Brands are developing consolidated plans to deliver for their customers, not separating out marketing, medical or market access activities.

However, this hasn't completely solved the problem. Pharma still has silos around key functions in the marketing process, which has the unintended consequence of often putting these functions at odds with the brand teams. This leads to a disjointed process and pulls the focus away from delivering value to customers. Don’t see your internal functions as a service to the brand, see them as a service to your customers.

In 2016, it’s time to bring these teams together and move them toward a common goal – delivering for your customers to enable better patient outcomes. Head of Commercial Matt Bolton breaks down what we mean when we talk about eliminating the last silos in pharma marketing.

Your partner in crime: Procurement

The role of procurement for professional services within pharmaceutical companies is growing. Currently though, its role is somewhat isolated from brand teams. They are often tasked with the difficult job of creating more efficiencies in the business while still enabling brand teams to work with agency partners to deliver for their customers. The issue becomes that unless your procurement colleagues have a deeper understanding of what brands’ customers need, they’re not making decisions about partners that reflect the best interests of the customers or the brand.



Download the full article from Blue Latitude Health

19th February 2016

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Blue Latitude Health

+44 203 328 1840

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Address:
Blue Latitude Health
Crusader House
145-157 St John Street
London
EC1V 4QJ
United Kingdom

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