SMART goals and agile: enhancing pharma marketing strategies

Combining SMART goals, which are:

  • Specific: Project objectives are specific, outlining exactly what needs to be achieved.
  • Measurable: Define measurable criteria to track your progress and determine when the goal is accomplished.
  • Achievable: Set achievable goals that are realistic and attainable.
  • Relevant: Align your goals with relevant objectives that matter to your overarching mission and strategy.
  • Time-bound: Establish time-bound deadlines to create a sense of urgency and keep your team on schedule.

Agile offers a flexible, yet simple framework to drive your marketing efforts. Pharma marketers will be able to set clear, actionable goals and adapt quickly to the needs of patients, payers, and HCPs

Set specific objectives

Start by defining specific objectives that are directly aligned with your marketing strategy. Use Agile methodologies to make the objectives clear and flexible enough to incrementally adapt and enhance.

SMART Goal Example: Engage 500 cardiologists through an interactive webinar series on the benefits of [Drug X], adjusting the content based on HCP feedback after each session that are 2 weeks from each other.

This example has a specific object by trying to reach a numbered limit, by a focused communication channel to talk about a single drug, and allowing flexibility to change the conversation based on feedback.

Measure progress

Establish metrics to monitor the effectiveness of each initiative through small iterations. Use tools like Google Analytics, Hubspot, Tableau, and Salesforce to track engagement and conversion rates immediately after online sessions. This immediate feedback allows you to refine tactics quickly, ensuring your strategies are data-driven and continuously optimized. By leveraging these tools, you can enhance campaign effectiveness and consistently achieve your SMART goals, maximizing your marketing impact.

Create achievable goals through iterative planning

In Agile, work is divided into iterations—short, consistent periods when specific tasks are completed. Set achievable goals for each iteration, making sure they contribute to your broader marketing objectives.

Example: “Draft and approve the email newsletter content for next week’s launch by Friday.”

By breaking down your SMART goals into smaller, iteration-based tasks, you ensure that they are realistic and work can be done at a sustainable pace.

See to it that your work is relevant with regular retrospectives

Regularly reflect on progress and process by using retrospectives. Team members gather and review what went well, what didn’t, and what can be done to improve the situation. By being persistent with this practice, work is regularly aligned to business needs for any necessary adjustments.

Example: “The newsletter content was not deployed last Friday.”

Based on the example above, it is up to the team to align how they can overcome that issue and refine their next work iteration to achieve that goal. Was it due to too many tasks being done at the same time? Is there a bottleneck in the process? Whatever the root-cause may be, the team must make changes in order to achieve their goals.

Time-Bound goals with agile flexibility

Setting goals increases motivation and performance by creating a sense of urgency and focus. It enhances accountability, as individuals who write down their goals are significantly more likely to achieve them. Deadlines also help in prioritizing tasks and managing time effectively, reducing procrastination by making tasks more concrete and urgent . Additionally, regular goal setting with specific deadlines improves team alignment and execution in business contexts, leading to faster achievement of targets. Integrating agile practices allows teams to adapt to changes and iteratively refine goals, ensuring they remain relevant and achievable in dynamic environments while maintaining the benefits of clear, time-bound objectives.

Combining SMART goals with Agile practices is a great strategy for pharma marketers. This approach helps set clear and focused goals while staying flexible to adapt based on feedback and insights. Using these methods together, pharma marketers can be more responsive, work more efficiently, and achieve better marketing results.