The ascent of pharma marketing

Pharmaceutical companies with a chief marketing officer are thin on the ground, but their number will shortly see a slight increase thanks to a new appointment at Pfizer.

The pharmaceutical company has recruited Andreas “Drew” Panayiotou from Verily, the life sciences business of Google’s parent company Alphabet, to the new role of biopharma global chief marketing officer.

He will join a short list within pharma of companies with a chief marketing officer, despite the job title – and the responsibilities it comes with – being commonplace within the consumer sector.

Benchmarking patient experience and pharma CX

Pharma’s use of communication channels is not meeting expectations, with only telephone helplines managing a better than “fair” ranking in our latest survey.

For this we benchmark the customer experience (CX) provided to patients by some of the largest pharmaceutical companies in the world through the lens of our powerful CXQ® metric.

The research also finds that digital channels have definitively taken over as the primary source of pharma-created information. Within this, patients’ favourite channels were company websites, social media, or sponsored forums, as they increasingly seek information on their own terms to suit their digital lives.

Deep Dive: Patient Engagement, plus HTA and digital therapeutics

 

To be a patient-centric pharmaceutical company is to be constantly aiming at a moving target, but companies do seem to be getting more accurate as they aim for this ideal.

In the latest issue of Deep Dive we hear from about a number of success stories from across the industry, beginning with an exclusive interview with Anthony Yanni, Astellas’ new head of patient centricity.