ARTICLES

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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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Case Study: Marketing on a Shoestring

Towards the end of last year, The Cape Marketing & Consulting Company was retained by a guest lodge, AshDen Lodge in South Africa, to help them raise their profile amongst local and international travellers to the Mafikeng area.   Now, the hospitality sector is not a...

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Case Study: Restructuring a Marketing Department

A few years ago I was working with an organisation that was undergoing a significant restructure.  Although the restructure affected the entire organisation, it had a particular focus on the marketing department. Coincidently, at the time, I was in the process of...

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