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.
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