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ARTICLES

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Account Planning Training Courses

We have just finished running a series of training courses for a client's field force on developing account plans.  The course was a single day for each team and covered market analysis, how to build useful and concise PEST and SWOT analyses and how to use these to...

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How your brain stops you innovating.

Ever wondered why it is so difficult for you to be truly innovative, to solve problems in a truly novel way?  Well, you aren’t alone.  It turns out that your brain is conspiring against you. From a psychological perspective there are three cognitive barriers to...

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The four most common project management errors…

For a group of people who do not have “Project Manager” as a title, pharmaceutical marketers certainly do an incredible amount of project management. Whether it is organising a promotional meeting, developing marketing collateral or overseeing a website...

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Market Analysis: The SWOT Analysis

If you asked any group of marketers to name the marketing tools that they use, you’d probably find the SWOT analysis being mentioned by the majority of the group. It is ubiquitous, found in almost every marketing plan that we as a consultancy have seen and yet very,...

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Market Analysis: The Patient Flow Model

When pharmaceutical marketers think about analysing the competitive environment within which they are operating, the focus tends to be on specific quantitative aspects such as market shares and market growth. Whilst a thorough understanding of these areas is critical,...

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