Blueprint for healthcare: Brand strategy and planning

Natasha Cowan | 19 March 2021

Fishawack Health reveals an innovative tool for developing a stakeholder-centric brand based on the experience patients and healthcare professionals want and need.

Life science companies typically take a traditional approach to brand strategy, focused on promoting the benefits of the product or service. However, during the last decade, consumer brands have taken a radically different approach – starting their strategic planning by understanding their customers’ needs and focusing on the overall customer experience.

Original research by Blue Latitude Health shows that while 65% of pharma brands consider themselves effective or very effective at incorporating market insights into their strategy, more than 50% do not begin collecting customer insight until 6-8 months prior to launch. However, many brands begin developing their campaigns 9-16 months before launch, illustrating that the creation of the brand starts well before the customer insights have been collected and analyzed.

It’s time to make a change, both to prevent global trust from falling further and to ensure healthcare products and services have the best chance of improving patient outcomes.

That’s why Brand Strategist, Jenna Earl, and Consultant, Leah Carlisle are revolutionizing pharma’s approach to brand strategy, revealing an innovative tool for ensuring stakeholder-centricity–‘The Four Corners of Brand Experience’.


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