The Prescription archive
Articles
Thinking you can bring to your next conversation, decision or piece of work.
25 articles
What would customers expect to see on the receipt?
Imagine handing a customer an itemised receipt for everything we spent trying to create value for them. Every campaign, event, piece of content, digital platform and support programme, with a figure beside…
Stop avoiding office politics
It would be easy to mistake politics at work for a bad thing.
What. So What. Now What.
I spend a surprising amount of time at work helping people tell stories.
How to build a competitive advantage
A lot of strategy advice starts with some version of the same question: where do we already have an advantage?
Criticism is a fixed cost
There are lots of good reasons not to do something. It might be too expensive, the timing might be wrong, you might not have the capabilities yet, or the downside might genuinely outweigh the upside.
Your Strategy is a Story: Stop Explaining It, Start Telling it
Ever had a strategy 'rolled out' to you?
When Experience Becomes the Strategy: What Going Direct Really Means for Pharma
Most people I speak to about direct-to-patient in Pharma tend to frame it in fairly practical terms. It’s about access, distribution, reducing friction in the system - shortening the path between a product…
Rethinking Brand Strategy in the Age of Intelligent Brands
Lately I’ve been thinking about what “brand strategy” means now in the age of AI.
AI Driven Personalised Content: I'm Over It
If there’s one conversation in the marketing community that I'm growing tired of right now, it’s the one around how AI is the key to unlocking hyper-personalised content at scale.
Solving For Who: What I'm Learning About Making Change Stick
The more I find myself involved in leading change, the clearer something’s becoming:
Simplicity On The Far Side Of Complexity
Over the break I came across a quote which I love from Oliver Wendell Holmes.
Commercialisation 2.0
The old path to commercialisation was a lot simpler. Companies took their blockbuster drug, ran a trial to get the piece of paper that said their drug was better than the rest, and then hired an army of…
Minimum Viable Market: A Pragmatist's Guide to Segmentation
Ever struggled with segmentation?
It's Not You, It's Me: Technology Won't Fix Your Omnichannel Issues
If you're a Pharma leader who lives outside the bubble, you'd be forgiven for dismissing Omnichannel as just another technology buzzword.
Strategy Is A Compass, Not A Map
In my mind, the term strategic planning is such a misnomer.
The Diminishing Returns of Customer Happiness
Okay, so I expect to catch some heat from customer evangelists here.
Your 100-page Slide Deck Isn't A Strategy
We’re all familiar with it right?
A Hundred Rational Reasons To Make One Emotional Decision
Ever notice how some of your best decisions feel more like gut calls than calculated moves?
Performance Anxiety: Why Performance-Obsessed Marketing is Costing Your Business
There’s a problem lurking in the way we talk about marketing today: we’ve become obsessed with performance driven marketing and short-term metrics.
Customer Experience at three levels of fidelity
When most people think of customer experience - they think about how what they do creates a favourable perception of their company.
When Your Strategy Isn't a Strategy: Getting to Strategic Clarity in Pharma
In Pharma (and I’m guessing most industries), what passes for strategy often leaves a lot to be desired. Be it, wishful thinking wrapped in slogans or a dressed-up to-do list, this seems to be something that…
Amazon's Customer Experience Strategy is Wrong (for Pharma)
I love Amazon.
Pharma Marketers: Marketing Is Not Simply Telling People About Your Products
If you’re a confident and accomplished Pharma Marketer stop reading.
Dear Pharma: Please Stop Trying to Deliver Omnichannel to Your Customers
If your company is like mine, you’ve probably heard marketers throw around the term “omnichannel" a lot. Frustratingly, it’s often used interchangeably with customer experience (CX) and everyone struggles to…
Outcomes-Driven CX: The Cure for Pharma's CX Woes?
In today's competitive Pharma environment, customer experience (CX) isn't just a nice-to-have, it’s a necessity. Yet most Pharma companies are still struggling to tie their CX efforts to real business results.
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