True marketing excellence requires navigating complex organisational challenges, particularly in the pharmaceutical industry. In this blog, we’re looking at how pharma companies can embed marketing excellence into their operations to drive meaningful change and sustained success.
The pharmaceutical sector faces unique pressures such as regulatory complexities, fragmented global teams and the relentless demand for innovation. A clear and actionable vision can serve as a unifying force, aligning diverse stakeholders – from R&D to marketing teams – around a shared purpose.
Marketing excellence, at its core, is about creating and exchanging value with customers. As Philip Kotler famously stated, marketing is “a social and managerial process by which individuals and groups obtain what they want and need by creating and exchanging products and value with each other.”
Marketing within the pharmaceutical sector is undergoing a transformation. Building on Philip Kotler’s concept of marketing as an “exchange of value,” pharmaceutical marketers are now tasked with translating this value into tangible benefits – for customers, patients and society at large.
Innovation and precision are critical, while cohesive teams and effective collaboration are the bedrock of success. Exploring the importance of team cohesion and understanding individual and team dynamics can enhance productivity and results within your pharmaceutical organisation.