Articles
At Central we like to find new, better ways of doing things, as opposed to doing the same old things better. Central was born out of the realisation that healthcare marketing wasn't quite right, that by focusing all the energy on reps, and relatively little on what physicians were saying to each other, they were looking at communication the wrong way round.
Initially, our insight was cantered on these physician interactions and on word of mouth. But as time went on, and we began to research and understand more about the dynamics of communications in healthcare, we started to realise that, though word of mouth was important, it was only one component of a much bigger phenomenon called the Diffusion of Innovations.
If, like us, you've become interested in Innovation Diffusion, Word of Mouth and Opinion Leadership, you'll want to find out more. One place to start is at Matt Rowley's (a founding partner of Central) blog, the Future of Pharmaceutical Marketing, which covers a range of topics related to New Pharma Marketing including Diffusion theory, Word of Mouth and general pharmaceutical news and commentary.
ahead of the curve
ahead of the curve was developed by Central to share the ideas and trends we see emerging in healthcare marketing. It deals with topics that relate to New Pharma Marketing in a comprehensive and informed way. Click on the title to visit the article or download a PDF copy of the that issue.
- ahead of the curve 5 - Purple Cows, Otaku and Pharmaceuticals »
- ahead of the curve 4 - The History of Diffusion Theory »
- ahead of the curve 3 - Discontinuance: When adoption goes wrong »
- ahead of the curve 2 - Drug-blog interactions: Do blogs have a place in pharmaceutical marketing? »
- ahead of the curve 1 - Helping clinical guidelines go further»
If you would like to be added to the ahead of the curve mailing list, please send an email to info@thecentralgroup.com with "ahead of the curve" in the subject line.
Other resources
We've also put together multiple articles ourselves on the Diffusion of Innovations:
- New Model Pharma »
- WoM Strategy: inserting the right shape peg »
- Healthcare Leads the Way »
- Quick out of the blocks »
As well as several presentations/articles on word of mouth:
Read our blog: Future of Pharmaceutical Marketing
Follow us on Twitter: Matt_at_Central