Showcasing BaseCase at ISPOR Dublin 2013: How to Roll Out a Global Value Proposition to Local Affiliates
Summary
As Cassandra Rix from The MSI Consultancy puts it: "The key to the successful communication of brand value in an environment which is ever-changing and in markets with a plethora of decision makers, each with different needs, priorities and aspirations, is about knowing what to say, to whom, as well as when and in what language.It’s an exciting time in pharma marketing, as science and technology converge to create a real improvement - we’ve come a long way from slide decks, printed detail aids and unwieldy Excel spreadsheets.As Cassandra Rix from The MSI Consultancy puts it:"The key to the successful communication of brand value in an environment which is ever-changing and in markets with a plethora of decision makers, each with different needs, priorities and aspirations, is about knowing what to say, to whom, as well as when and in what language.The apps are then shared with local field staff and used on iPads or other devices to discuss the value story with payers and providers.In this way, BaseCase is streamlining and making more effective the way in which global pharma companies distribute both the message and the medium.It’s an exciting time in pharma marketing, as science and technology converge to create a real improvement - we’ve come a long way from slide decks, printed detail aids and unwieldy Excel spreadsheets.