View on Systems Marketing
In an exclusive interview with PharmaVOICE, John Singer, principal of Blue Spoon Consulting, addresses the need for a new marketing paradigm.
The opportunity for breakout returns from pharmaceutical marketing won’t come from tweaking the margins and incremental adaptations. It won’t come from creating more — more sales people, more promotion, more press releases, more e-mails, more data, more branding, more share of voice. And it won’t come from outspending the competition.
The real shift will come from re-imagining what it means to market.
Systems marketing responds to the fundamental change needed in thinking about pharmaceutical marketing and communications strategies. It applies a systems-level perspective to the canvas for marketing integration, knocking conventional marketing wisdom out of its grooves and writing new rules for the game…
Expert on this Topic
John Singer, Principal, Blue Spoon Consulting