With physicians and patients connecting in global online communities, inconsistent brand positioning across markets creates confusion and erodes trust. A strong, standardized global strategy is essential, making the 'global vs. local' debate a false dichotomy.
The industry's costly drug development failures are often attributed to clinical issues. However, the root cause is frequently organizational: siloed teams, misaligned incentives, and hierarchical leadership that stifle the knowledge sharing necessary for success.
In pharma, one function's celebration is another's starting point. The regulatory team celebrating a successful dossier submission is a huge milestone for them, but for the market access team, it's the beginning of an arduous journey, highlighting a fundamental disconnect in goals.
While humans are visual, pharma marketers often miss the mark. For oncologists, the most resonant and memorable 'campaign' isn't a branded image but a stark clinical photo—like a brain scan showing a tumor disappearing—because it represents the ultimate patient outcome.
The massive gap between perceived and actual customer experience stems from flawed measurement. A CRM system can have 90% satisfaction as a reporting tool but only 10% as a sales effectiveness tool. The purpose behind the metric determines its meaning.
High COVID-19 vaccine rejection in some UK minority communities was not simple hesitancy. It was driven by a deep distrust born from a lack of representation in clinical trials and public health communications, making people feel the vaccine 'isn't for me.'
Including patient advocates in decision-making is critical but can create strategic conflicts. A patient group advocated for unblinding a trial early for faster access, a move that pleased the market but was criticized by regulators for potentially compromising long-term survival data.
Leaders often feel pressured to make quick decisions. However, in industries like life sciences where mistakes cost lives, true leadership vulnerability is admitting 'I don't know' and taking the time to gather more information. The right decision is often to wait.