Five ways pharma marketers can become more agile

  1. Obtain Continuous Feedback from HCPs: Engage in direct interactions with HCPs to understand their needs, preferences, and feedback on educational resources and product information. This approach aligns with the principle of continuously obtaining market and stakeholder feedback. By doing so, the marketing team can tailor their strategies and resources to better meet HCPs’ expectations and improve engagement.
  2. Focus on Tangible Business Outcomes: Measure the success of HCP engagement strategies through business outcomes such as improved HCP satisfaction, increased product usage, and positive feedback on educational resources. This principle emphasizes that working software (or in this context, any educational tool or material) is not a proof of value by itself; the value is demonstrated through actual outcomes.
  3. Work Iteratively in Small Batches: Develop and deploy educational content and engagement strategies in small, manageable batches. This allows for regular feedback and adjustments based on HCP responses. Iterative work helps manage risk and ensures that the engagement strategy evolves effectively over time.
  4. Integrate Product Design with Implementation: Ensure that the design of educational materials and engagement strategies is closely integrated with their implementation. This involves collaboration between content creators, clinical data specialists, and the marketing team to create cohesive, informative, and engaging resources for HCPs. The principle suggests that an iterative design process allows for continuous improvement based on feedback and changing needs.
  5. Accountability for Impact: Hold the team accountable for the accuracy, reliability, and effectiveness of the information and resources provided to HCPs. This principle stresses the importance of creating dependable educational materials that HCPs can trust and rely on for their practice.