MarketLive: Better Marketing Strategy Through Patient Journey Simulation
Article Excerpt
Intuition, experience and conventional marketing frameworks have served pharmaceutical marketers well the past few decades in building successful marketing strategies.
Today, marketers are finding they can supplement these with a forward-looking framework called MarketLive. The framework brings the patient journey to life, helps teams better understand complex market dynamics and allows brand teams to test and refine strategies in a virtual future world before investing millions of dollars in the real one.
As the pharmaceutical market becomes more competitive than ever, an approach that combines a realistic view of the therapy area with well-honed intuition and years of experience will enhance marketing teams’ decision making for the betterment of their brands’ success. ...
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About the Authors
Jean-Jacques Raoult is a Principal with ZS Associates.
Amy Marta is a Principal with ZS Associates.
Maneesh Gupta is a Manager with ZS Associates.