These are undoubtedly effective frameworks and provide a hierarchy of effectiveness for independent, individual messages. And brand teams assume that if a given message is compelling that combining it with other compelling messages will improve the intended communication impact. However, these techniques do not consider the real-world relationship of stakeholders being exposed to a coordinated set of multiple messages (platforms) and potential synergies among messages: the fact that ultimately the messages need to coalesce and crystallize as a cohesive, compelling story in the mind of the customer – and the fact that the message platform needs to reinforce a singular, unified brand position effectively and efficiently.
In this presentation, we will introduce the ThinkSmart message optimization approach that includes platform trade-off analysis, allowing for discovery of the optimal platform on key metrics taking into consideration synergies among messages, assessing stakeholder stated preference for a message platform, individual message level understanding, and the optimal platform for various needs (number and reach), to provide a brand team all the key inputs to inform communication strategy decisions
2) Data vs Poor Data
3) Compliance and Legality
4) Merge forecasting, market research and market access- especially when you have less people few resource
They will describe the diverse tools and techniques that facilitated exploration and allowed them to witness the fear and anxiety that accompany diagnosis, the uncertainty that accompanies each medical appointment, and the resilience that shines through in patients’ daily lives. Finally, they will explain how patient narratives, brought to life through creative outputs, added a human dimension to the data, allowing stakeholders across Cytokinetics to connect and empathize with the challenges of those living with oHCM as they developed solutions to deliver patient-centered care and support.
Our customers experience these shifts as well. The healthcare landscape is constantly evolving, as are the needs and preferences of patients and physicians. Marketing teams that rely on static personas to understand and describe their customers are missing out on valuable insights that can help them create more effective and targeted strategies. In this session, you will learn how to integrate multiple insight tools to create a dynamic and holistic view of customers. You will also discover how to use these insights to help your business teams design more relevant and personalized solutions that meet the changing needs of the customers.
• Leverage data to create the foundation for customer understanding.
• Layer in primary market research to uncover motivations and beliefs.
• Use social media findings to characterize how customers view and describe their experiences in the world.
• Create a futures lens by applying key drivers of change.
• Bring the customer to life for the commercial team, designing solutions that address both their current and future needs.