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Side Actor To Centre Stage: How Pharma Is Transforming Its Global Content Supply Chain

Executive Summary

Executives from GlaxoSmithKline, Boehringer Ingelheim, Novo Nordisk, Eli Lilly and Ipsen outline at a recent summit pharma’s efforts to meet the growing demands on content for personalized marketing across markets. Delivering "glocal' content at scale, a master versus modular strategy, creative studios and the role of the digital production factory were some of the key talking points.

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Boehringer Ingelheim’s Formula For Scaling Transformation, Digitization

Boehringer Ingelheim’s corporate senior vice president, head of global regions, Timmo Rousku Andersen, outlines at a recent summit the company’s reshaped approach to digital innovation and the need to entrench an execution bias to scale transformation initiatives.

What Physicians Want: Less of Promotional Content

Healthcare professionals are inundated by product-related promotional content from pharma firms and want less of that but more on areas such as safety, efficacy and real-world evidence, a new survey on engaging digitally-savvy physicians indicates. Spain emerges as a stand-out market where pharma appears to have fared relatively well in mapping physician preferences to their marketing activities.

Digital Acceleration And ‘Broken’ Customer Experience: What Pharma Should Look Out For

Biopharma experts discuss at a summit core issues around ensuring that fast-paced digital acceleration does not jeopardize the overall experience of healthcare professionals. Clarity about customer needs/behaviors, embracing a fail-fast, learn-fast mindset and measuring customer experience were among the aspects touched upon.

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