For all brands operating in a dynamic market with an increasing number of competitors, the need to create positioning which intuitively resonates with your stakeholders is paramount. Investing time to interrogate your proposition is a luxury few prescribers have today, so if you can’t quickly connect with your customers and their realities, it doesn’t matter whether you’re communicating through man-powered resources or through the numerous digital channels, you’re at risk of being left behind.

As pharma struggles with clarity and cut through with critical customers, Jane Ayton explores what we can learn from one of the greatest, enduring storytellers.

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To create compelling strategy that really connects our brand with our customer, we need to develop a much deeper understanding of our prescribing community, and not just what they do but WHY they make the choices they make.