Checkmate

Today, I have chess on my mind. You know, knight takes rook, checkmate, etc. I heard once that great chess players think 8 moves in advance.

On recent trips to New York and New Jersey, I've come to realize something. A lot of pharma brand teams out there rotate their players in and out. They bring them in from the field force for a 3-, 6-, or 12-month rotation, then they send them back out to the field (or they move on to another department altogether). It's good all-around marketing training. But with such motion and constant flux, it’s hard for brand teams to consistently think—let alone plan—8 moves in advance. Add to that the unpredictable nature of an approval process. Or suddenly some surprise DDMAC comments force a strategic marketing retreat. Or worse—inertia.

I truly believe there is a solution to the gap between short- and long-term strategies—insight and foresight. At RMI, we believe an integrated approach, across media, combined with a data-driven backbone, brings both experienced insight and incredible foresight to the table, like a master chess player. We think far ahead, and we share our insight with you along the way. It’s like predicting weather, but guaranteeing sunshine. 100%. Yes, even 8 moves in advance.

Our powerful message map tool is an entry point that gets us onto the playing field. Our dashboards, monthly metrics reporting, and insight from extensive pharma experience help guide your moves with knowledgeable strategy. We can help you better utilize your data. Help you hit targets.

Want to see how we do it in three moves?
1. Call us.
2. Share your challenge.
3. We’ll solve it.

Checkmate.

Try and Learn

I’ve always believed in the power of experience to teach us some of life’s most valuable lessons, which is one reason I was particularly pleased to hear Brian O’Donnell of Klick Pharma mention this trend in his keynote address at the recent Eye for Pharma conference in Philadelphia. O’Donnell said that pharma companies are moving from a “wait and see” attitude regarding social and mobile media to a “try and learn” attitude.

While I am encouraged by this shift, I also believe there is a caution to this strategy—make sure you can measure what you try so the learning is meaningful and actionable. This means making an investment.

At RMI, we’ve made an investment in measurement and learning by hiring a new Director of Market Insights, Scott Clair. A former associate research scientist at Yale, Scott has almost 20 years of experience in statistical data analysis and behavioral research. We’re excited for Scott to lead our data analytics team in making sure all the programs we implement are accurately analyzed and provide results that drive action.

Let the learning begin!