articles & presentations
Title: Ahead of the Curve 2 - Drug-blog interactions: Do blogs have a place in pharmaceutical marketing?
Author: Central
Publication: Inhouse
Date: September 2007
What's it about?
Blogging is one of the hottest topics in marketing. And, with corporate blogging on the rise, more and more pharmaceutical marketers are asking themselves whether it is something can use to help in their own communications plans.
In this issue of ahead of the curve, we attempt to demystify the blog and explore the possible advantages and challenges that blogs would present to the pharmaceutical marketer, while taking an analytical look at the pharmaceutical industry’s first forays in the blogosphere.
Title: Ahead of the Curve 1 - Helping clinical guidelines go further
Author: Central
Publication: Inhouse
Date: May 2007
What's it about?
As clinical guidelines gain importance and prevalence, the pharmaceutical industry is increasingly under scrutiny over how much they influence guideline content.
In this issue of ahead of the curve, we explore the role that innovation diffusion has in determining guideline success. By doing this, we also point out where industry can help optimise guideline effectiveness, without exposing itself to accusations of undue influence.
Title: WoM Strategy: inserting the right shape peg
Author: Matt Rowley Managing Partner, Central
Publication: IWOMC 2007
Date: May 2007
What's it about?
If, as in healthcare, word of mouth has the greatest influence over a customer adopting a new product or service, why is marketing strategy still focused on what the ad will look like?
In this presentation Matt explores this anomaly and shows how communication strategy can be rewired to have WoM, rather than outdated conventional marketing at its center.
Title: Quick out of the blocks
Author: Robin Skelding Editor, Pharmaceutical Marketing Europe
Publication: Pharmaceutical Marketing Europe
Date: December 2006
What's it about?
In this article, Robin interviews Matt Rowley, Managing Partner at central on the subject of pre-launch messaging. Key questions covered include
- How early can you start?
- What are pharma co's currently doing?
- What are the benefits?
- What techniques can you use?
- How can you keep control?
Title: WoM 2006: making word of mouth happen
Author: Rob Barker managing partner at central
Publication: Internal central conference report
Date: April 2006
What's it about?
In April 2006 a collection of Word of Mouth experts gathered in London to share ideas. Although the examples were mainly from consumer marketing, there was a high degree of relevance to healthcare and pharmaceutical marketing which this report captures.
Title: The word: by mouth
Author: Matt Rowley managing partner at central
Publication: Pharmaceutical Marketing Europe
Date: June 2005
What's it about?
We've been ignoring the most powerful customer influence; Word of Mouth. How can we use it to our benefit?
Title: Healthcare Leads the Way
Author: Rob Barker managing partner at central
Publication: Pharmaceutical Marketing Europe
Date: December 2005
What's it about?
Pharmaceutical marketers have the chance to lead the way in the latest marketing hot topic - Opinion Leadership
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