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Practical Guides

The Pharma Brand Planners’ Blog: Part 1

Part 1: Calling all Global and Regional Brand Planners Stephanie Hall, MD of brand planning healthcare consultancy Uptake Strategies. Here we are in April and if you’re a global or regional marketing or commercial leader, you will surely be busy working on your strategic plans

Marketing capabilities

The 7 Pharma / Biotech Marketing Capabilities to develop in the future

‘Marketing Capabilities capture the complex combination of knowledge, processes, ways of working, tools and best practices that make a difference in Brand building.’ Director of Global Marketing Capabilities at HEINEKEN The Uptake Strategies’ team have assembled a list of future marketing capabilities to develop. We’ve

What kind of healthcare brand planner are you?

Many of us will now be fully immersed in ‘brand planning season’ whether you are in global, regional or a local role. The Uptake team have pooled our collective experience working with different teams to create 6 ‘brand planning personas’ –  some humorous stereotypes reflecting

How to fix an underperforming healthcare brand?

The Uptake team have been consolidating our approach to ‘fixing’ an underperforming healthcare brand with a structured 5-step process. Product performance can flatten or decline for a number of reasons and at any stage of the product life cycle. However, a rigorous strategic and operational

Key Launch Capabilities for a Rare Disease Launch

What makes a successful rare disease launch? This is a question we have been working on over the last few years, as more and more rare disease indications and launches come to market in our industry. It’s been great to see how teams have been

The Best and Worst Metrics for a Healthcare Launch

We are often asked about good and less good metrics for measuring pre, peri and post launch performance.  It can be a complex area and one that can create internal organisational hot debate or friction at times.  So this month, we have complied the good

What’s your healthcare brand story?

Next in our series is a one page framework to tell your healthcare brand’s “story”. Using our expertise in building strong consumer and ethical healthcare brands, we have created a method for telling your brand’s story in the insights, vision, experience, value and purpose of

How to create a one page brand plan

We challenge ourselves at Uptake to help healthcare teams create structured, customer focussed, impactful brand plans that deliver measurable business results and a positive contribution to the healthcare patients and physicians. So can we really synthesise a healthcare brand plan on a page? Yes, we think

Healthcare Marketing Capability Audits

Do you know how your team’s marketing capabilities benchmark? Investment in marketing capabilities is one of the key drivers of competitive advantage. We have a proven, unique and validated Marketing Capability Audit tool which will not only assess your marketing team’s capabilities but benchmark their