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FMCG

This page shows the latest FMCG news and features for those working in and with pharma, biotech and healthcare.

The beauty and the beast of customer experience

The beauty and the beast of customer experience

If the challenge is to create experiences that are consistent across all of these touchpoints, it's undoubtedly more complex than in FMCG or other consumer industries.

Latest news

  • Key Accounts Key Accounts

    We also have to decide the scope of their engagement. The original KAM concept, borrowed from FMCG, was of category managers who took responsibility for managing large deals, often encompassing a

  • Digital influencer marketing Digital influencer marketing

    And they can be found in nearly all sectors and areas, whether that is healthcare, nutrition, FMCG, lifestyle, technology, fashion, cars, etc.

  • Media planning on a global scale Media planning on a global scale

    In the country marketing campaigns are predominantly nationally orientated. Compared to the fast-moving-consumer-goods (FMCG) industry, the pharmaceutical sector uses transnational co-operation opportunities and system solutions comparatively

  • Cleaning up pharma's supply chain Cleaning up pharma's supply chain

    marketplace. . For example, we saw this in the FMCG sector in 2013 when 70 retailers joined forces to tackle supply chain risk in Bangladesh - but there is nothing to stop pharma

  • Pharma packaging for the digital future Pharma packaging for the digital future

    However, with many increasing numbers of drugs shifting into the over-the-counter sector, the need to draw from FMCG techniques and create packaging that has impact from the shelf out ... Pharma companies can learn from the mistakes that the early

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Latest Intelligence

  • How long does it take to go from ‘like’ to ‘hate’? How long does it take to go from ‘like’ to ‘hate’?

    As a result there’s also something of a reckoning happening for those businesses who’ve historically invested heavily in social media, with marketing chiefs of FMCG leaders like Unilever publicly ... It’s as if pharma spent the first utopian days

  • Creativity in healthcare: driving transformative change Creativity in healthcare: driving transformative change

    Are we overall a creative industry? Or does creativity sit more naturally with FMCGs, free of the shackles of heavyweight restrictions?

  • Measures for measures Measures for measures

    The most cutting-edge examples of closed-loop marketing are often in FMCG markets, where data analytics unlocks a deeper understanding of target audiences and enables them to predict and influence

  • Trust me, I’m from pharma Trust me, I’m from pharma

    Many are adopting an FMCG mindset, treating patients as consumers and opening two-way dialogues to help uncover relevant, relatable and useful solutions.

  • Drug pricing

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Latest appointments

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Latest from PMHub

  • Blueprint for healthcare: Brand strategy and planning

    Grounded in consumer and FMCG marketing, where the perception of a brand is based on experiences, the ‘Four Corners’ approach acknowledges the similarities those sectors have with the pharmaceutical industry as

  • Digital Marketing is no Substitute for Sound Strategic Marketing

    Though traditionally slower than fast moving consumer goods (FMCG) in adopting new commercial practices, in recent years the pharmaceutical industry has embraced ‘digital marketing’. ... As competition within the industry increased, companies had to

  • Is being easily influenced really that bad?

    I shared my experience of a programme I went through in my early career within the healthcare division a global FMCG company (famous for fairy liquid, nappies and soap powder!).

  • Being Human - The healthcare angle

    That means communicating isn’talways as easy as for FMCG brands. But we need to be persistent and find a way.

  • Strategy - It's All About Choices

    Whilst the book is built around a quintessential fmcg case study (Proctor &Gamble), it echoes caution relevant to pharma too: where many strategies are fainthearted; characterised by a failure of choice ... Pharma planning is cross-functional in nature,

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