‘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 been working with clients to build future-focussed marketing capability frameworks and training programmes to drive the growth of pharma / biotech brands in 2020 and beyond.
We’ve also been building ‘How to’ toolkits for teams to design and implement their own patient service, innovation or digital marketing campaign.
INSIGHTS AND BEHAVIOUR CHANGE
Identification of core insights across target payors / patients / physicians driving attitudes and behaviours with an ability to define channels / content and experiences that drive behavioural change.
FUNDING AND PRICING STRATEGY
Mapping and analysis of healthcare system funding and resource pathways and creation of value messages / content and innovative pricing strategies for payors.
STRATEGIC FOCUS
Define the strategic focus for a healthcare brand across a detailed, quantified and qualified patient journey.
CUSTOMER EXPERIENCE
Design and implementation of multichannel customer engagement journeys to deliver a positive personalised customer experiences with patients / physicians / payors and therefore engagement and loyalty.
DIGITAL CHANNEL METRICS
Analysis of real time digital channel metrics – across social media, internet, websites, email platforms to assess the impact and optimise multichannel campaigns.
PATIENT CENTRIC STORIES
Ability to build relationships with a variety of scientific thought leaders and patient advocacy leaders to create and communicate compelling scientific and patient stories from clinical evidence / practice and insights.
INNOVATION
Ability to identify and operationalise opportunities to innovate including partnerships, use of digital technology and services to better serve the patient / physician and gain competitive advantage.
If you’d like to talk to us about a particular capability need or business challenge in any of these 7 areas, just let us know!
